Social marketing and higher education

Detalhes bibliográficos
Autor(a) principal: Hübscher, Chiara
Data de Publicação: 2021
Outros Autores: Hensel-Börner, Susanne, Henseler, Jörg
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/124895
Resumo: 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-10-2020-0214
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spelling Social marketing and higher educationpartnering to achieve sustainable development goalsChange agentsResponsible management educationSDGsSustainable development goalsSustainable management educationMarketingSDG 4 - Quality EducationSDG 17 - Partnerships for the GoalsHübscher, 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.Information Management Research Center (MagIC) - NOVA Information Management SchoolNOVA Information Management School (NOVA IMS)RUNHübscher, ChiaraHensel-Börner, SusanneHenseler, Jörg2021-09-21T02:07:59Z2022-01-032022-01-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article29application/pdfhttp://hdl.handle.net/10362/124895eng2042-6763PURE: 33835336https://doi.org/10.1108/JSOCM-10-2020-0214info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:06:05Zoai:run.unl.pt:10362/124895Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:45:35.336494Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Social marketing and higher education
partnering to achieve sustainable development goals
title Social marketing and higher education
spellingShingle Social marketing and higher education
Hübscher, Chiara
Change agents
Responsible management education
SDGs
Sustainable development goals
Sustainable management education
Marketing
SDG 4 - Quality Education
SDG 17 - Partnerships for the Goals
title_short Social marketing and higher education
title_full Social marketing and higher education
title_fullStr Social marketing and higher education
title_full_unstemmed Social marketing and higher education
title_sort Social marketing and higher education
author Hübscher, Chiara
author_facet Hübscher, Chiara
Hensel-Börner, Susanne
Henseler, Jörg
author_role author
author2 Hensel-Börner, Susanne
Henseler, Jörg
author2_role author
author
dc.contributor.none.fl_str_mv Information Management Research Center (MagIC) - NOVA Information Management School
NOVA Information Management School (NOVA IMS)
RUN
dc.contributor.author.fl_str_mv Hübscher, Chiara
Hensel-Börner, Susanne
Henseler, Jörg
dc.subject.por.fl_str_mv Change agents
Responsible management education
SDGs
Sustainable development goals
Sustainable management education
Marketing
SDG 4 - Quality Education
SDG 17 - Partnerships for the Goals
topic Change agents
Responsible management education
SDGs
Sustainable development goals
Sustainable management education
Marketing
SDG 4 - Quality Education
SDG 17 - Partnerships for the Goals
description 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-10-2020-0214
publishDate 2021
dc.date.none.fl_str_mv 2021-09-21T02:07:59Z
2022-01-03
2022-01-03T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/124895
url http://hdl.handle.net/10362/124895
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2042-6763
PURE: 33835336
https://doi.org/10.1108/JSOCM-10-2020-0214
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 29
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dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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