An Analysis and Advancement
of Sustainability Marketing Education in Postgraduate University Curricula: A
Sheffield University research case study on three different perspectives:
student, academic and business
Teodora Alexandra Nicolau (external, Vimto International), Dr
Nicola Newman (Management), Dr Panayiota Alevizou (Management)
What is this about?
The core
mission of the Sheffield University Management School concerns the delivery of
a socially responsible learning environment, highlighting the importance of
sustainability education. Despite this, within postgraduate programmes,
sustainability is currently lacking on the curricula, as a withstanding module.
This work and model proposed focuses on how sustainability is taught, how it is
performing and aims at exploring new methods of teaching and
incorporation. Worldwide, an increasing
number of companies are implementing more sustainable practices, whilst
universities are following suit. The question we face is: are these programmes
effective enough to equip future business professionals? This session addresses
this issue and justifies why the answer is still negative. It also addresses
the issue of sustainability incorporation within the curricula, justifying why
it is a key issue towards an effective bedrock for the future. The research
carried involves a case study for the University of Sheffield and a research
practice dialogue between the businesses community, academics and students.
How will colleagues
benefit?
With the help of sustainability education literature and qualitative
research in the form of case study approach (lecture observation, interviews
and focus groups) some key areas were analysed that were previously missing
within the literature. These are the usefulness of sustainability marketing
education for postgraduate students, identification of more useful/helpful teaching
resources (taking into account aspects regarding practicality versus theory)
and discipline implementation students. By bringing in these three different
perspectives, this paper contributes to the area of sustainability education
that differs from anything that was previously done. This helps pave the way
for future resource engagement between businesses, governments, NGOs, whilst
adding more knowledge by using these different stakeholders. Deriving from
this, future research can be expanded to a national level, by including what
other universities are teaching/practicing to compare, contrast and bring to
the attention the different results that sustainability education might have on
graduates.
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