Presentation Schedule
Marketing Sustainability: Pedagogical Approaches for the Next Generation (97584)
Wednesday, 1 October 2025 17:50
Session: BCE Poster Session
Room: (B1) Poble Nou
Presentation Type:Poster Presentation
Marketing remains a demanded subject in higher education, especially within business and economics programs. In recent years, however, there has been a notable shift from traditional product and consumer oriented marketing towards sustainability-focused marketing. This evolution demands a revision of both curriculum content and pedagogical strategies. With Generation Z students increasingly seeking education that is meaningful, engaging, and directly applicable to real-world challenges, universities must adapt their teaching approaches to remain relevant and effective. This study explores the transformation of marketing education in response to these emerging demands. It employs a mixed-method research design, combining survey data with in-depth interviews, and incorporates graphical analysis of secondary data to trace the development of marketing pedagogy. The research identifies key gaps between conventional marketing education and the expectations of modern students, particularly in the context of sustainability and ethical responsibility. Based on practical case studies, the study proposes a revised teaching model that integrates environmental and social dimensions into core marketing concepts such as product development and corporate communication. This model encourages a more holistic understanding of marketing, aligning academic instruction with contemporary professional and societal needs. The findings offer new insights for educators aiming to re-design marketing courses to better reflect the values and learning styles of today’s students, thus fostering a generation of marketers who are both competent and socially conscious.
Authors:
Gunta Grinberga-Zalite, Latvia University of Life Sciences and Technologies, Latvia
Andra Zvirbule, Latvia University of Life Sciences and Technologies, Latvia
Jan Žukovskis, Vytautas Magnus University, Lithuania
Joanna Hernik, West Pomeranian University of Technology, Poland
About the Presenter(s)
Dr. Gunta Grinberga-Zalite, Professor, Leading Researcher, Marketing.
See this presentation on the full schedule – Wednesday Schedule
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