ABSTRACT
During the past several decades, marketing doctrine provided by business schools has largely supported business practices of creating “more”: more products, more promotion, and more profit for corporations or stakeholders. University marketing courses teach marketing tactics that support personal data collection and analysis, expand advertising and promotion to promote consumption, and refine processes used to exponentially expand the volume of product choices pushed to buyers. Create more and sell more. No wonder some see marketing as a nasty pursuit of greed. More importantly, current marketing doctrines are not sustainable in a finite-resource world.
Inspired by Regis University Anderson College of Business efforts to enhance how business education can serve as stewards of society, I had the opportunity to develop three new Master-level marketing courses to incorporate concepts that are economically, environmentally, and socially more sustainable than standard “sell everything” pedagogy. The three-year journey and subsequent implementation of these courses provide ideas for systemic change and transformation of business curriculum.
