Marketing education for sustainable development

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-06-15 DOI:10.1108/sjme-06-2022-0131

Chiara Hübscher, S. Hensel-Börner, J. Henseler

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Abstract

Purpose Given the pressing global challenges underpinning the United Nations’ Sustainable Development Goals, marketing managers can no longer focus only on purely economic outcomes but must simultaneously respond to social and environmental concerns. This requires the teaching of new competencies in marketing education, as also reflected in today’s accreditation requirements for business schools. Therefore, this paper aims to explore how current research into marketing education incorporates sustainable development. Design/methodology/approach Through a bibliometric literature review – examining 71 publications using the bibliographic coupling method – the current research front in marketing education is analysed. Findings This paper identifies seven trending topics in marketing education research that both highlight a currently prevalent sustainability gap in marketing education research and – when combined into a framework – help marketing education researchers and educators to address this gap. Originality/value This paper extends the already established concept of education for sustainable development to include the concept of marketing education for sustainable development (MESD) for the first time. The MESD framework combines its raison d’être with guidance on how sustainable development should be taught and what the learning objectives should be for future marketing managers.

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可持续发展营销教育

鉴于支撑联合国可持续发展目标的紧迫全球挑战，营销经理不能再只关注纯粹的经济成果，而必须同时应对社会和环境问题。这就要求在市场营销教育中教授新的能力，这也反映在当今商学院的认证要求中。因此，本文旨在探讨当前的营销教育研究如何融入可持续发展。设计/方法/途径通过文献计量学文献综述-使用书目耦合方法检查71份出版物-分析当前市场营销教育的研究前沿。本文确定了营销教育研究中的七个趋势主题，它们都突出了当前营销教育研究中普遍存在的可持续性差距，并且-当结合到一个框架中时-帮助营销教育研究人员和教育者解决这一差距。本文对已有的可持续发展教育概念进行了扩展，首次纳入了可持续发展营销教育的概念。MESD框架将其成立être的理由与如何教授可持续发展以及未来营销经理的学习目标的指导结合起来。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.