Specific strategies for teaching sustainability in marketing classes, shared by award-winning instructors from around the world.
Faculty members from across the globe came together in summer 2013 for an interactive webinar on strategies for teaching sustainability in marketing. The webinar began with presentations from three award-winning instructors: Monica LaBarge (Queens University), Kevin McMahon (University of Colorado), and Madhu Visnawathan (University of Illinois). (Biosketches are below.) They described specific strategies they’ve used: e.g. cases, field projects, debates and other approaches. Participants then asked questions and shared their own strategies for teaching sustainability.
Resources for Teaching Sustainability in Marketing
From Monica LaBarge:Case studies:
Pink Ribbons Inc.
The Greatest Movie Ever Sold
Dan Pallotta, AIDS Rides (TED talk)
Books and textbooks:
A Year of Living Generously
Marketing Ethics (for graduate course)
Ethical Marketing (for undergraduates)
Air Miles For Social Change
From Kevin McMahon:Book: Predictably Irrational: The Hidden Forces That Shape Our Decisions(for background on Coke vs. Pepsi and placebo effect) News articles:
Metal: Panacea or placebo? (product ethics)
Exclusive Distribution Agreement or Anti-Trust and Competition Violation? (place ethics)
Why Do Women Pay more for Cars? (pricing ethics)
Example: Patagonia Common Threads InitiativeFrom Madhu Viswanathan:
Subsistence Marketplaces Initiative (many teaching materials, from curricula to cases to videos)
From Andres Barrios:
Story of Stuff (video)
Exit through the Gift Shop (film)
From Oliver Laasch:
United Nations Principles for Responsible Management Education (PRME) textbook; chapter on marketing. Contact Oliver Laasch for chapters.
From Organizations and Natural Environment Division of AOM:
ONE Teaching Resources (syllabi, cases, multimedia, assignment ideas)
Join the Conversation!
Use the comments section at the bottom of the page to share your thoughts, suggestions or teaching resources.
Other Webinars in the Series
Additional webinars focused on teaching sustainability in other disciplines:
Finance/Accounting: View webinar video and materials
Operations: View webinar video and materials
Strategy: View webinar video and materials
Mahdu Viswanathan, University of Illinois
His research programs are in two areas; measurement and research methodology, and literacy, poverty, and subsistence marketplace behaviors. He directs the Subsistence Marketplaces Initiative (www.business.illinois.edu/subsistence) and has created unique synergies between research, teaching, and social initiatives.
Teaching: Madhu has designed and taught courses at the intersection of subsistence and sustainability for undergraduate and graduate students. These courses challenge students to confront radically different contexts and envision a better world. He received an honorable mention in the 2011 Page Prize competition for Sustainability Issues in Business Curricula for his course, “From Subsistence Marketplaces to Sustainable Marketplaces? Using Subsistence Marketplaces as Disruptive Laboratories to Develop Curricular Innovations on Environmental Sustainability.
Kevin McMahon, University of Colorado
He is an instructor in the Center for Education on Social Responsibility. His professional experience includes accounting, brand management, international travel management and strategic marketing planning.
Teaching: Kevin teaches the sophomore "Introduction to Marketing Class"; a junior-level class, "Business Applications of Social Responsibility"; and a senior class, "Leadership Challenges: Exercises in Moral Courage." His approach is to make classes as interactive as possible and to use them as a laboratory where students can experiment proposing and defending various points of view.
Monica LaBarge, Queens University
Her research interests center around public policy issues in marketing and how marketing can positively affect consumer well-being; specifically, she has ongoing research projects in the areas of health promotion, charitable giving and non-profit marketing. Teaching: She teaches "Social & Ethical Issues in Marketing," with a focus on how marketing and business practices affect consumers and society.
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