This Article Full Text (PDF) All Versions of this Article: 0273475307312196v1 30/1/33    most recent References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Bridges, C. M. Articles by Wilhelm, W. B. Search for Related Content Social Bookmarking                         What's this?

Going Beyond Green: The "Why and How" of Integrating Sustainability Into the Marketing Curriculum

College of Business Administration at Sacramento State University, California

Wendy Bryce Wilhelm

College of Business and Economics at Western Washington University

Teaching sustainable marketing practices requires that curricula advocate a "triple bottom line" approach to personal and marketing decision making, emphasizing requirements for a sustainable lifestyle, company, economy, and society. These requirements include environmental/ecological stewardship (maintenance and renewal of "natural capital"), social stewardship (equitable distribution of resources, human, and community well-being), and economic stewardship (valuing financial continuity over profit). In this article, the authors suggest how marketing educators might incorporate these sustainability principles into marketing pedagogy. Toward that end, the authors (a) offer a formal definition of the term sustainability, (b) examine the current role of sustainability in marketing strategy at the firm level, (c) present a brief history of academic literature relevant to this topic and review current initiatives at academic institutions, (d) offer resources for integrating sustainability into marketing curricula, and (e) propose and describe the implementation of an MBA-level marketing elective dedicated to the topic of sustainability.

Key Words: sustainability • marketing education • marketing curriculum • sustainable marketing practices • marketing pedagogy

This version was published on April 1, 2008

Journal of Marketing Education, Vol. 30, No. 1, 33-46 (2008)
DOI: 10.1177/0273475307312196


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?

This article has been cited by other articles:

				R. P. Schlee, M. T. Curren, and K. R. Harich Building a Marketing Curriculum to Support Courses in Social Entrepreneurship and Social Venture Competitions Journal of Marketing Education, April 1, 2009; 31(1): 5 - 15. [Abstract] [PDF]