Sustainability in Marketing
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This chapter presents a timely case for incorporating sustainability education as a key feature of marketing curricula. Heath and McKechnie in this chapter contextualise marketing education for sustainability within the changing higher education landscape, which has been shaped by increasing demands from international and national stakeholders to develop sustainability literacy amongst students. They share their experiences of embedding sustainability within a new marketing course by focusing predominantly on environmental and green issues, and they discuss pedagogical matters and practices within it. Drawing on a review of literature on marketing and the environment and on examples from practice, they suggest ways to engage students with sustainability issues from the outset and to facilitate their learning. They reflect on challenges of this endeavour and ways to overcome them.
KeywordsSustainability Sustainable marketing Green marketing Marketing education
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