partnering to achieve sustainable development goals

Hübscher, C., Hensel-Börner, S., & Henseler, J. (2022). Social marketing and higher education: partnering to achieve sustainable development goals. Journal of Social Marketing, 12(1), 76-104. https://doi.org/10.1108/JSOCM-10-2020-0214Purpose: Accomplishing the United Nations’ Sustainable Development Goals (SDGs) is imperative for societies to meet their grand challenges. Achieving these goals by 2030 requires sustainability change agents with a can-do-attitude. This study aims to show how institutions of higher education can become partners for social marketing in bringing forward such change agents. Design/methodology/approach: Taking a case study approach, this paper examines a master’s programme to identify factors relevant to educating sustainability change agents that can serve as a basis for a social marketing planning primer to foster the SDGs. Findings: This study presents the social marketing discipline with a viable option for supporting the achievement of the SDGs through higher education. Its contributions are twofold. First, it is shown that when interdisciplinarity and a project-based approach are conceptualized and organized to create a motivating and meaningful learning environment with the SDGs as guiding principles, students, as sustainability change agents, can increase awareness and have the potential to generate impacts regarding the SDGs at the individual, organizational and institutional levels. Second, based on this, the paper provides guidance to social marketers regarding the planning of a campaign targeting higher education institutions. The authors argue that the aim of this campaign should be to promote the implementation of the SDGs as guiding principles above all, as this can facilitate the process of students becoming sustainability change agents who help achieve the goals in a timely manner. Research limitations/implications: Whilst single case studies are usually limited in drawing generalizations, the present study offers a starting point for investigating the role of universities as a target group for social marketing in fostering further sustainable development. Building on its findings, future research could test the proposed social marketing planning primer and evaluate the impact on the SDGs at a larger scale than only one university. Practical implications: It is proposed to use the findings of the study to model a social marketing campaign aimed at universities to motivate them to help develop sustainability change agents in all disciplines by integrating the SDGs as guiding principles for study programmes. Social implications: Students’ impacts range from leading peers to buy sustainable products and consume less to influencing a company to adopt sustainable packaging, thereby contributing to social change. Originality/value: This study is among the first to examine the possible effect of a study programme on the SDGs at different societal levels by taking the perspectives of multiple stakeholders into account and combining the theory of higher education with sustainability and social marketing.publishersversionpublishe

Marketing Education for Sustainable Development

Hübscher, C., Hensel-Börner, S., & Henseler, J. (2023). Marketing Education for Sustainable Development. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-06-2022-0131---Funding: The third author gratefully acknowledges the financial support from FCT Fundação para a. Ciência e a Tecnologia (Portugal), national funding through a research grant from the Information Management Research Centre – MagIC/NOVA IMS (UIDB/04152/2020Purpose Given the pressing global challenges underpinning the United Nations’ Sustainable Development Goals, marketing managers can no longer focus only on purely economic outcomes but must simultaneously respond to social and environmental concerns. This requires the teaching of new competencies in marketing education, as also reflected in today’s accreditation requirements for business schools. Therefore, this paper aims to explore how current research into marketing education incorporates sustainable development. Design/methodology/approach Through a bibliometric literature review – examining 71 publications using the bibliographic coupling method – the current research front in marketing education is analysed. Findings This paper identifies seven trending topics in marketing education research that both highlight a currently prevalent sustainability gap in marketing education research and – when combined into a framework – help marketing education researchers and educators to address this gap. Originality/value This paper extends the already established concept of education for sustainable development to include the concept of marketing education for sustainable development (MESD) for the first time. The MESD framework combines its raison d’être with guidance on how sustainable development should be taught and what the learning objectives should be for future marketing managers. Propósito Dados los apremiantes retos mundiales que sustentan los Objetivos de Desarrollo Sostenible (ODS) de las Naciones Unidas, los directores de marketing ya no pueden centrarse únicamente en los resultados puramente económicos, sino que deben responder simultáneamente a las preocupaciones sociales y medioambientales. Esto requiere la enseñanza de nuevas competencias en la educación de marketing, como también se refleja en los requisitos de acreditación actuales para las escuelas de negocios. Por lo tanto, este documento explorará cómo la investigación actual sobre la educación en marketing incorpora el desarrollo sostenible. Metodología A través de una revisión bibliométrica de la literatura -examinando 71 publicaciones mediante el método de acoplamiento bibliográfico- se analiza el frente actual de la investigación en educación en marketing. Resultados En este artículo se identifican siete temas de tendencia en la investigación sobre educación en marketing que ponen de manifiesto una laguna en materia de sostenibilidad que prevalece actualmente en la investigación sobre educación en marketing y que, combinados en un marco, ayudan a los investigadores y educadores en educación en marketing a abordar esta laguna. Originalidad Este artículo amplía el concepto ya establecido de Educación para el Desarrollo Sostenible (EDS) para incluir por primera vez el concepto de Educación en Marketing para el Desarrollo Sostenible (EMDS). El marco EMDS combina su razón de ser con orientaciones sobre cómo debe enseñarse el desarrollo sostenible y cuáles deben ser los objetivos de aprendizaje para los futuros directores de marketing. 目的 鉴于联合国可持续发展目标（SDG）所依据的紧迫的全球挑战, 营销经理不能再只关注纯粹的经济成果, 而必须同时应对社会和环境问题。这就要求在营销教育中教授新的能力, 这也反映在当今商学院的认证要求中。因此, 本文将探讨目前对市场营销教育的研究是如何纳入可持续发展的。 方法 通过文献计量学文献综述–使用文献耦合法对71份出版物进行研究–分析了当前市场营销教育的研究前沿。 研究结果 本文确定了营销教育研究中的七个趋势性课题, 这些课题既突出了当前营销教育研究中普遍存在的可持续发展差距, 又–当结合成一个框架–帮助营销教育研究者和教育者解决这一差距。 原创性 本文扩展了已经建立的可持续发展教育（ESD）的概念, 首次将可持续发展的营销教育（MESD）的概念纳入其中。MESD框架将其存在的理由与指导如何教授可持续发展以及未来营销经理的学习目标相结合publishersversionepub_ahead_of_prin

an important partnership for decades

Graesch, J. P., Hensel-Börner, S., & Henseler, J. (2021). Information technology and marketing: an important partnership for decades. Industrial Management and Data Systems, 121(1), 123-157. https://doi.org/10.1108/IMDS-08-2020-0510Purpose: The enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become digitalized by adopting these technologies over time. The purpose of this paper is to demonstrate the impacts of these enabling technologies on marketing tools in the past and present and to demonstrate their potential future. Furthermore, it provides guidance about the digital transformation occurring in marketing and the need to align of marketing and IT. Design/methodology/approach: This study demonstrates the impact of enabling technologies on the subsequent marketing tools developed through a content analysis of information systems and marketing conference proceedings. It offers a fresh look at marketing's digital transformation over the last 40 years. Moreover, it initially applies the findings to a general digital transformation model from another field to verify its presence in marketing. Findings: This paper identifies four eras within the digital marketing evolution and reveals insights into a potential fifth era. This chronological structure verifies the impact of IT on marketing tools and accordingly the digital transformation within marketing. IT has made digital marketing tools possible in all four digital transformation levers: automation, customer interaction, connectivity and data. Practical implications: The sequencing of enabling technologies and subsequent marketing tools demonstrates the need to align marketing and IT to design new marketing tools that can be applied to customer interactions and be used to foster marketing control. Originality/value: This study is the first to apply the digital transformation levers, namely, automation, customer interaction, connectivity and data, to the marketing discipline and contribute new insights by demonstrating the chronological development of digital transformation in marketing.authorsversionpublishe

Die e-Learning-Plattform NumiScience.de des Numismatischen Verbundes in Baden-Württemberg

Seit 2016 setzt sich der Numismatische Verbund in Baden-Württemberg (NVBW) für die epochenübergreifende und überregionale Vernetzung der numismatischen Forschung und Lehre ein. Durch die zunehmende Digitalisierung lassen sich nicht nur neue Fragestellungen an Münzen stellen, auch in der Lehre öffnen sich damit neue Türen. Dr. Susanne Börner und Sophie Preiswerk stellen in diesem Beitrag nicht nur den NVBW selbst vor, sondern auch eines seiner Projekte: Die mit studentischer Hilfe erarbeitete e-Learning-Plattform NumiScience vermittelt zielgruppenorientiert numismatisches Wissen, das niedrigschwellig und kostenfrei zur Verfügung gestellt wird

Axe 2 : Développement durable - Nachhaltigkeit. Un bilan du travail de l'axe "développement durable"

International audienc

'Transformations towards sustainability':Emerging approaches, critical reflections, and a research agenda

Over the last two decades researchers have come to understand much about the global challenges confronting human society (e.g. climate change; biodiversity loss; water, energy and food insecurity; poverty and widening social inequality). However, the extent to which research and policy efforts are succeeding in steering human societies towards more sustainable and just futures is unclear. Attention is increasingly turning towards better understanding how to navigate processes of social and institutional transformation to bring about more desirable trajectories of change in various sectors of human society. A major knowledge gap concerns understanding how transformations towards sustainability are conceptualised, understood and analysed. Limited existing scholarship on this topic is fragmented, sometimes overly deterministic, and weak in its capacity to critically analyse transformation processes which are inherently political and contested. This paper aims to advance understanding of transformations towards sustainability, recognising it as both a normative and an analytical concept. We firstly review existing concepts of transformation in global environmental change literature, and the role of governance in relation to it. We then propose a framework for understanding and critically analysing transformations towards sustainability based on the existing ‘Earth System Governance’ framework (Biermann et al., 2009). We then outline a research agenda, and argue that transdisciplinary research approaches and a key role for early career researchers are vital for pursuing this agenda. Finally, we argue that critical reflexivity among global environmental change scholars, both individually and collectively, will be important for developing innovative research on transformations towards sustainability to meaningfully contribute to policy and action over time