TY - JOUR
T1 - Macromarketing Pedagogy
T2 - Empowering Students to Achieve a Sustainable World
AU - Shapiro, Stanley
AU - Beninger, Stefanie
AU - Domegan, Christine
AU - Reppel, Alexander
AU - Stanton, Julie
AU - Watson, Forrest
N1 - Publisher Copyright:
© The Author(s) 2020.
PY - 2021/3
Y1 - 2021/3
N2 - The United Nation’s Sustainable Development Goals (SDGs) are challenging the world to work towards a more sustainable future. Its 17 goals are ambitious, requiring concerted and system-based efforts driven by critical and socially aware thinking. However, marketing education is largely falling short of teaching students to think that way. Given macromarketing’s unique perspective on the interactions among markets, marketing, and society, macromarketers are poised to contribute to marketing pedagogy and to commit students to realizing the SDGs. This article first looks back at the previous 40 years of macromarketing pedagogy, before offering contemporary approaches to teaching macromarketing through four illustrative case studies found in an online repository called Pedagogy Place. It then looks forward, setting an aspiring vision for macro-oriented classrooms in the coming years.
AB - The United Nation’s Sustainable Development Goals (SDGs) are challenging the world to work towards a more sustainable future. Its 17 goals are ambitious, requiring concerted and system-based efforts driven by critical and socially aware thinking. However, marketing education is largely falling short of teaching students to think that way. Given macromarketing’s unique perspective on the interactions among markets, marketing, and society, macromarketers are poised to contribute to marketing pedagogy and to commit students to realizing the SDGs. This article first looks back at the previous 40 years of macromarketing pedagogy, before offering contemporary approaches to teaching macromarketing through four illustrative case studies found in an online repository called Pedagogy Place. It then looks forward, setting an aspiring vision for macro-oriented classrooms in the coming years.
UR - http://www.scopus.com/inward/record.url?scp=85089560258&partnerID=8YFLogxK
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U2 - 10.1177/0276146720949637
DO - 10.1177/0276146720949637
M3 - Article
AN - SCOPUS:85089560258
VL - 41
SP - 104
EP - 115
JO - Journal of Macromarketing
JF - Journal of Macromarketing
SN - 0276-1467
IS - 1
ER -