Advertisement

A Practical Approach for Developing Social Consciousness and Responsibility in Marketing Students

  • Véronique Boulocher-PassetEmail author
  • Francisca Farache
  • Nadia Lonsdale
  • Wybe Popma
Chapter
Part of the Palgrave Studies in Governance, Leadership and Responsibility book series (PSGLR)

Abstract

This chapter discusses what being socially conscious means for marketers and draws on the experience of developing CSR and sustainability education at a UK business school, to gain understanding of the role universities can play in enhancing future marketing managers’ sense of social consciousness and responsibility. Literature shows that socially conscious marketing practices are no longer just a ‘perk’ or selling point for PR purposes. Both from a business and profitability standpoint, and also from a moral standpoint, being socially conscious should be a requirement. Marketing education has a role in helping students develop their consciousness of society. If marketing educators fail to integrate those dimensions into their teaching, they will fail to prepare students to be responsible members of the marketing community. A case study method was used to enhance discussion. Qualitative data were collected via interviews of different protagonists within the business school to capture how they incorporate CSR and sustainability issues into their marketing curriculum. Analysis shows that, beyond creating explicit student opportunities around CSR, universities can play an active role in embedding social consciousness and responsibility as part of their own strategic plan. Educating students to be responsible individuals and become responsible managers who will affect their world in the best possible way.

References

  1. Akrivou, Kleio, and Hilary Bradbury-Huang. 2015. Educating Integrated Catalysts: Transforming Business Schools Toward Ethics and Sustainability. Academy of Management Learning & Education 14 (2): 222–240.CrossRefGoogle Scholar
  2. Ammentorp, Louise. 2007. Imagining Social Change: Developing Social Consciousness in an Arts-Based Pedagogy. Outlines. Critical Practice Studies 9 (1): 38–52.Google Scholar
  3. Audebrand, Luc K. 2010. Sustainability in Strategic Management Education: The Quest for New Root Metaphors. Academy of Management Learning & Education 9 (3): 413–428.Google Scholar
  4. Benneworth, Paul, and Jorge Cunha. 2015. Universities’ Contributions to Social Innovation: Reflections in Theory & Practice. European Journal of Innovation Management 18 (4): 508–527.CrossRefGoogle Scholar
  5. Borin, Norm, and Lynn Metcalf. 2010. Integrating Sustainability into the Marketing Curriculum: Learning Activities that Facilitate Sustainable Marketing Practices. Journal of Marketing Education 32 (2): 140–154.CrossRefGoogle Scholar
  6. Cooley, Charles H. 1907. Social Consciousness. American Journal of Sociology 12 (5): 675–694.CrossRefGoogle Scholar
  7. Crilly, Donal, Susan C. Schneider, and Maurizio Zollo. 2008. Psychological Antecedents to Socially Responsible Behavior. European Management Review 5 (3): 175–190.CrossRefGoogle Scholar
  8. Deer, Shannon, and Jill Zarestky. 2017. Balancing Profit and People: Corporate Social Responsibility in Business Education. Journal of Management Education 41 (5): 727–749.CrossRefGoogle Scholar
  9. Doyle, K. 2008. Job Market Sees Growing Demand for Sustainability Managers. Grist Magazine.Google Scholar
  10. Gordon, Ross, Marylyn Carrigan, and Gerard Hastings. 2011. A Framework for Sustainable Marketing. Marketing Theory 11 (2): 143–163.CrossRefGoogle Scholar
  11. Harrigan, Paul, and Bev Hulbert. 2011. How Can Marketing Academics Serve Marketing Practice? The New Marketing DNA as a Model for Marketing Education. Journal of Marketing Education 33 (3): 253–272.CrossRefGoogle Scholar
  12. Haugh, Helen M., and Alka Talwar. 2010. How Do Corporations Embed Sustainability Across the Organization? Academy of Management Learning & Education 9 (3): 384–396.CrossRefGoogle Scholar
  13. Hesselbarth, Charlotte, and Stefan Schaltegger. 2014. Educating Change Agents for Sustainability—Learnings from the First Sustainability Management Master of Business Administration. Journal of Cleaner Production 62: 24–36.CrossRefGoogle Scholar
  14. Kotler, Philip, and Gerald Zaltman. 1971. Social Marketing: An Approach to Planned Social Change. The Journal of Marketing 35 (3): 3–12.CrossRefGoogle Scholar
  15. Küster, Inés, and Natalia Vila. 2006. A Comparison of Marketing Teaching Methods in North American and European Universities. Marketing Intelligence & Planning 24 (4): 319–331.CrossRefGoogle Scholar
  16. Lambrechts, Wim, Ingrid Mulà, Kim Ceulemans, Ingrid Molderez, and Veerle Gaeremynck. 2013. The Integration of Competences for Sustainable Development in Higher Education: An Analysis of Bachelor Programs in Management. Journal of Cleaner Production 48: 65–73.CrossRefGoogle Scholar
  17. Markley Rountree, Melissa, and Stephen K. Koernig. 2015. Values-Based Education for Sustainability Marketers: Two Approaches for Enhancing Student Social Consciousness. Journal of Marketing Education 37 (1): 5–24.CrossRefGoogle Scholar
  18. Martin, Diane M., and John W. Schouten. 2012. Sustainable Marketing. Upper Saddle River, NJ: Pearson Prentice Hall.Google Scholar
  19. Martin, Diane M., and John W. Schouten. 2014. The Answer Is Sustainable Marketing, When the Question Is: What Can We Do? Recherche et Applications en Marketing (English Edition) 29 (3): 107–109.CrossRefGoogle Scholar
  20. Matten, Dirk, and Jeremy Moon. 2004. Corporate Social Responsibility. Journal of Business Ethics 54 (4): 323–337.CrossRefGoogle Scholar
  21. Mezirow, Jack. 2000. Learning as Transformation: Critical Perspectives on a Theory in Progress. The Jossey-Bass Higher and Adult Education Series. San Francisco, CA: Jossey-Bass.Google Scholar
  22. Mirvis, Philip. 2008. Executive Development Through Consciousness-Raising Experiences. Academy of Management Learning & Education 7 (2): 173–188.CrossRefGoogle Scholar
  23. Moon, Jeremy, and Marc Orlitzky. 2011. Corporate Social Responsibility and Sustainability Education: A Trans-Atlantic Comparison. Journal of Management & Organization 17 (5): 583–603.CrossRefGoogle Scholar
  24. Nicholls, Jeananne, Joseph F. Hair, Jr., Charles B. Ragland, and Kurt E. Schimmel. 2013. Ethics, Corporate Social Responsibility, and Sustainability Education in AACSB Undergraduate and Graduate Marketing Curricula: A Benchmark Study. Journal of Marketing Education 35 (2): 129–140.CrossRefGoogle Scholar
  25. Schlitz, Marilyn Mandala, Cassandra Vieten, and Elizabeth M. Miller. 2010. Worldview Transformation and the Development of Social Consciousness. Journal of Consciousness Studies 17 (7–8): 18–36.Google Scholar
  26. Schneider, Susan C., Maurizio Zollo, and Ramesh Manocha. 2010. Developing Socially Responsible Behaviour in Managers. Journal of Corporate Citizenship 39: 21–40.Google Scholar
  27. Schumacher, Ernst Friedrich. 1973. Small Is Beautiful: A Study of Economics as if People Really Mattered. London: Blond & Briggs.Google Scholar
  28. Scullion, Richard. 2017. Embedding Social Responsibility in HE Corporate Communications Degrees. The Place of CSR in Teaching Corporate Communications Programs (Advertising, Branding and Public Relations). In Corporate Social Responsibility in the Post-Financial Crisis Era, 3–23. Cham: Palgrave Macmillan.Google Scholar
  29. Shields, Rob. 1990. The ‘System of Pleasure’: Liminality and the Carnivalesque at Brighton. Theory, Culture & Society 7 (1): 39–72.CrossRefGoogle Scholar
  30. Shrivastava, Paul. 2010. Pedagogy of Passion for Sustainability. Academy of Management Learning & Education 9 (3): 443–455.Google Scholar
  31. Stubbs, Wendy, and Chris Cocklin. 2008. Teaching Sustainability to Business Students: Shifting Mindsets. International Journal of Sustainability in Higher Education 9 (3): 206–221.CrossRefGoogle Scholar
  32. Thomas, Ian. 2009. Critical Thinking, Transformative learning, Sustainable Education, and Problem-Based Learning in Universities. Journal of Transformative Education 7 (3): 245–264.CrossRefGoogle Scholar
  33. UNESCO. 2005. United Nations Decade of Education for Sustainable Development (2005–2014): International Implementation Scheme. Paris: United Nations Educational, Scientific and Cultural Organisation.Google Scholar
  34. UN General Assembly. 2015. Transforming Our World: The 2030 Agenda for Sustainable Development. New York: United Nations.Google Scholar
  35. University of Brighton. 2016. Practical Wisdom: University Strategy 2016–2021. Available at https://www.brighton.ac.uk/practical-wisdom/index.aspx.
  36. WCED (World Commission on Environment and Development), Bruntland Commission. 1987. Our Common Future. Report of the World Commission on Environment and Development.Google Scholar
  37. Yin, Robert K. 2018. Case Study Research and Applications: Design and Methods. Los Angles: Sage.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Véronique Boulocher-Passet
    • 1
    Email author
  • Francisca Farache
    • 1
  • Nadia Lonsdale
    • 1
  • Wybe Popma
    • 1
  1. 1.Brighton Business SchoolUniversity of BrightonBrightonUK

Personalised recommendations