Teaching what Society Needs : “Hacking” an Introductory Marketing Course with Sustainability and Macromarketing. / Watson, Forrest; Stanton, Julie; Beninger, Stefanie; Domegan, Christine; Reppel, Alex; Shapiro, Stanley.

In: Journal of Marketing Education, 17.11.2021.

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Teaching what Society Needs : “Hacking” an Introductory Marketing Course with Sustainability and Macromarketing. / Watson, Forrest; Stanton, Julie; Beninger, Stefanie; Domegan, Christine; Reppel, Alex; Shapiro, Stanley.

In: Journal of Marketing Education, 17.11.2021.

Research output: Contribution to journalArticlepeer-review

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Watson, Forrest ; Stanton, Julie ; Beninger, Stefanie ; Domegan, Christine ; Reppel, Alex ; Shapiro, Stanley. / Teaching what Society Needs : “Hacking” an Introductory Marketing Course with Sustainability and Macromarketing. In: Journal of Marketing Education. 2021.

BibTeX

@article{a5682dc295c343718b1f2691fd226b3f,
title = "Teaching what Society Needs: “Hacking” an Introductory Marketing Course with Sustainability and Macromarketing",
abstract = "Marketing classes are often focused on the micro level, failing to account for wider societal issues. In this paper, we argue for the inclusion of a wider macro-sustainability focus, one that “hacks” marketing education. With that objective in mind, we developed and delivered an introductory marketing course that integrated both the micro and the macro, thus infusing the course with macro-sustainability. This was done through an “expanded voice” perspective that included alternate complementary micro and macro class sessions while using a traditional managerial marketing textbook supplemented by macro-sustainability materials. We also integrated a controversies approach to support discussion and learning. We taught this course to 150 undergraduate students and conducted both quantitative and qualitative assessments of the course, including comparing results with an “unhacked” marketing course. Findings indicated increased awareness of macro-sustainability topics and movement on appreciation of sustainability and the role marketing can have in achieving this awareness. Finally, we offer a model of how marketing classes at all levels can be “hacked” with a macro- sustainability approach.",
author = "Forrest Watson and Julie Stanton and Stefanie Beninger and Christine Domegan and Alex Reppel and Stanley Shapiro",
year = "2021",
month = nov,
day = "17",
doi = "10.1177/02734753211058070",
language = "English",
journal = "Journal of Marketing Education",
issn = "1552-6550",
publisher = "SAGE Publications Inc.",

}

RIS

TY - JOUR

T1 - Teaching what Society Needs

T2 - “Hacking” an Introductory Marketing Course with Sustainability and Macromarketing

AU - Watson, Forrest

AU - Stanton, Julie

AU - Beninger, Stefanie

AU - Domegan, Christine

AU - Reppel, Alex

AU - Shapiro, Stanley

PY - 2021/11/17

Y1 - 2021/11/17

N2 - Marketing classes are often focused on the micro level, failing to account for wider societal issues. In this paper, we argue for the inclusion of a wider macro-sustainability focus, one that “hacks” marketing education. With that objective in mind, we developed and delivered an introductory marketing course that integrated both the micro and the macro, thus infusing the course with macro-sustainability. This was done through an “expanded voice” perspective that included alternate complementary micro and macro class sessions while using a traditional managerial marketing textbook supplemented by macro-sustainability materials. We also integrated a controversies approach to support discussion and learning. We taught this course to 150 undergraduate students and conducted both quantitative and qualitative assessments of the course, including comparing results with an “unhacked” marketing course. Findings indicated increased awareness of macro-sustainability topics and movement on appreciation of sustainability and the role marketing can have in achieving this awareness. Finally, we offer a model of how marketing classes at all levels can be “hacked” with a macro- sustainability approach.

AB - Marketing classes are often focused on the micro level, failing to account for wider societal issues. In this paper, we argue for the inclusion of a wider macro-sustainability focus, one that “hacks” marketing education. With that objective in mind, we developed and delivered an introductory marketing course that integrated both the micro and the macro, thus infusing the course with macro-sustainability. This was done through an “expanded voice” perspective that included alternate complementary micro and macro class sessions while using a traditional managerial marketing textbook supplemented by macro-sustainability materials. We also integrated a controversies approach to support discussion and learning. We taught this course to 150 undergraduate students and conducted both quantitative and qualitative assessments of the course, including comparing results with an “unhacked” marketing course. Findings indicated increased awareness of macro-sustainability topics and movement on appreciation of sustainability and the role marketing can have in achieving this awareness. Finally, we offer a model of how marketing classes at all levels can be “hacked” with a macro- sustainability approach.

U2 - 10.1177/02734753211058070

DO - 10.1177/02734753211058070

M3 - Article

JO - Journal of Marketing Education

JF - Journal of Marketing Education

SN - 1552-6550

ER -