IDEAS home Printed from https://ideas.repec.org/a/eee/aumajo/v26y2018i2p99-115.html
   My bibliography  Save this article

A scholarship approach to embedding creativity and sustainability in Marketing Principles curriculum

Author

Listed:
  • von der Heidt, Tania

Abstract

In business, creativity and innovation can be the difference between success and failure, especially in a world challenged by sustainability issues. Yet creativity and sustainability are rarely discussed with students and seldom appear as part of the formal material in tertiary marketing studies, certainly at the introductory level. This article reports on a curriculum initiative which sought to address this gap in the context of a first-year undergraduate Marketing Principles, multi-cohort course. To help warrant the rigour of the initiative, drawing on the literature, a six-step scholarship of teaching and learning (SoTL) theoretical framework was used to describe the initiative, and to determine its effectiveness. The investigation was informed by a multi-method study comprising descriptive analysis of 323 students’ performance scores, content analysis of 59 student groups’ preliminary marketing plans, descriptive analysis of 113 students’ attitudes (survey), and content analysis of 35 students’ post-assessment reflections. The results indicate that sustainability-oriented creativity can be successfully taught and assessed in large, first-year marketing cohorts, provided the curriculum is scaffolded and the teaching team is ‘on-board’. Further, viewing teaching and learning initiatives through the SOTL lens is a valuable way for scholarly academics to enhance their intellectual contributions to their schools, to improve student learning experience and outcomes and to help the business school faculty, as well as the marketing discipline.

Suggested Citation

  • von der Heidt, Tania, 2018. "A scholarship approach to embedding creativity and sustainability in Marketing Principles curriculum," Australasian marketing journal, Elsevier, vol. 26(2), pages 99-115.
  • Handle: RePEc:eee:aumajo:v:26:y:2018:i:2:p:99-115
    DOI: 10.1016/j.ausmj.2018.05.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441358218300272
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.ausmj.2018.05.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    2. von der Heidt, Tania & Quazi, Ali, 2013. "Enhancing learning-centeredness in marketing principles curriculum," Australasian marketing journal, Elsevier, vol. 21(4), pages 250-258.
    3. Rosa Dangelico & Devashish Pujari, 2010. "Mainstreaming Green Product Innovation: Why and How Companies Integrate Environmental Sustainability," Journal of Business Ethics, Springer, vol. 95(3), pages 471-486, September.
    4. Rene Kemp & Saeed Parto & Robert B. Gibson, 2005. "Governance for sustainable development: moving from theory to practice," International Journal of Sustainable Development, Inderscience Enterprises Ltd, vol. 8(1/2), pages 12-30.
    5. Tse, Alan C. B. & Sin, Leo Y. M. & Yau, Oliver H. M. & Lee, Jenny S. Y. & Chow, Raymond, 2003. "Market orientation and business performance in a Chinese business environment," Journal of Business Research, Elsevier, vol. 56(3), pages 227-239, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kevin Summers & Melissa McCullough & Elizabeth Smith & Maureen Gwinn & Fran Kremer & Mya Sjogren & Andrew Geller & Michael Slimak, 2014. "The Sustainable and Healthy Communities Research Program: The Environmental Protection Agency’s Research Approach to Assisting Community Decision-Making," Sustainability, MDPI, vol. 6(1), pages 1-13, January.
    2. Parisa Salimzadeh & Jerry Courvisanos, 2015. "A Conceptual Framework for Assessing Sustainable Development in Regional SMEs," Journal of Environmental Assessment Policy and Management (JEAPM), World Scientific Publishing Co. Pte. Ltd., vol. 17(04), pages 1-17, December.
    3. Jang-Hwan Jo & Tae Woo Roh & Seonghoon Kim & Yeo-Chang Youn & Mi Sun Park & Ki Joo Han & Eun Kyung Jang, 2015. "Eco-Innovation for Sustainability: Evidence from 49 Countries in Asia and Europe," Sustainability, MDPI, vol. 7(12), pages 1-16, December.
    4. Iva Glibo & Laura Misener & Joerg Koenigstorfer, 2022. "Strategic Sustainable Development in International Sport Organisations: A Delphi Study," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    5. GĂNESCU, Cristina, 2014. "Responsible Corporate Behaviour Towards Consumers And Business Innovation – Prerequisites Of Sustainable Development. A Study On Eu Countries," Journal of Financial and Monetary Economics, Centre of Financial and Monetary Research "Victor Slavescu", vol. 1(1), pages 272-281.
    6. Kadia Georges Aka & François Labelle, 2021. "The Collaborative Process of Sustainable Innovations under the Lens of Actor–Network Theory," Sustainability, MDPI, vol. 13(19), pages 1-32, September.
    7. James Meadowcroft, 2009. "What about the politics? Sustainable development, transition management, and long term energy transitions," Policy Sciences, Springer;Society of Policy Sciences, vol. 42(4), pages 323-340, November.
    8. Sarah Behnam & Raffaella Cagliano, 2016. "Be Sustainable to Be Innovative: An Analysis of Their Mutual Reinforcement," Sustainability, MDPI, vol. 9(1), pages 1-18, December.
    9. Suparak Suriyankietkaew & Phallapa Petison, 2019. "A Retrospective and Foresight: Bibliometric Review of International Research on Strategic Management for Sustainability, 1991–2019," Sustainability, MDPI, vol. 12(1), pages 1-27, December.
    10. Sergio Ochoa-Jiménez & Beatriz Alicia Leyva-Osuna & Carlos Armando Jacobo-Hernández & Alma Rocío García-García, 2021. "Knowledge Management in Relation to Innovation and Its Effect on the Sustainability of Mexican Tourism Companies," Sustainability, MDPI, vol. 13(24), pages 1-14, December.
    11. Riley Smith & Arnim Wiek, 2012. "Achievements and Opportunities in Initiating Governance for Urban Sustainability," Environment and Planning C, , vol. 30(3), pages 429-447, June.
    12. Gupta, Suraksha & Kumar, V., 2013. "Sustainability as corporate culture of a brand for superior performance," Journal of World Business, Elsevier, vol. 48(3), pages 311-320.
    13. Martín Alejandro Iribarnegaray & Lucas Seghezzo, 2012. "Governance, Sustainability and Decision Making in Water and Sanitation Management Systems," Sustainability, MDPI, vol. 4(11), pages 1-24, November.
    14. Cristina Boţa-Avram & Adrian Groşanu & Paula-Ramona Răchişan & Marius Dan Gavriletea, 2018. "The Bidirectional Causality between Country-Level Governance, Economic Growth and Sustainable Development: A Cross-Country Data Analysis," Sustainability, MDPI, vol. 10(2), pages 1-24, February.
    15. Yuanli Li & Pengcheng Xiang & Kairui You & Jin Guo & Zhaowen Liu & Hong Ren, 2021. "Identifying the Key Risk Factors of Mega Infrastructure Projects from an Extended Sustainable Development Perspective," IJERPH, MDPI, vol. 18(14), pages 1-29, July.
    16. Volker Frehe & Frank Teuteberg, 2017. "Information and communication technology in green logistics: status quo and research gaps," Management Review Quarterly, Springer, vol. 67(2), pages 65-96, April.
    17. Amit Kumar Bhardwaj & Arunesh Garg & Shri Ram & Yuvraj Gajpal & Chengsi Zheng, 2020. "Research Trends in Green Product for Environment: A Bibliometric Perspective," IJERPH, MDPI, vol. 17(22), pages 1-21, November.
    18. Bakari Mohamed El-Kamel, 2013. "Globalization and Sustainable Development: False Twins?," New Global Studies, De Gruyter, vol. 7(3), pages 23-56, November.
    19. Gabriela CĂPĂȚÎNĂ & Roxana-Denisa STOENESCU, 2015. "Marketing Programs For Green Products In Achieving Ecological Sustainability," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 7, pages 129-134, April.
    20. Chengli Shu & Kevin Z. Zhou & Yazhen Xiao & Shanxing Gao, 2016. "How Green Management Influences Product Innovation in China: The Role of Institutional Benefits," Journal of Business Ethics, Springer, vol. 133(3), pages 471-485, February.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:aumajo:v:26:y:2018:i:2:p:99-115. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/australasian-marketing-journal/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.