CHI TIẾT NGHIÊN CỨU …
Tiêu đề
Integrating marketing and environmental studies through an interdisciplinary, experiential, service-learning approach
Tác giả
Wiese N.M.; Sherman D.J.
Năm xuất bản
2011
Source title
Journal of Marketing Education
Số trích dẫn
31
DOI
10.1177/0273475310389154
Liên kết
Tóm tắt
This article describes and evaluates an interdisciplinary, experiential service-learning project that combined environmental studies and marketing courses at a liberal arts college over a 2-year period. The inherent tensions between these two disciplines regarding issues of environmental protection and conservation make this project's contribution unique. The project is in line with the increased emphasis on environmental issues as a key strategic consideration for both marketing academics and practitioners. Environmental studies students identified and prioritized solid waste streams. Marketing students developed social marketing initiatives aimed at reducing the high-priority waste streams. The two best initiatives were implemented by students via pilot projects in environmental studies and marketing courses. Students in environmental studies were able to identify and apply ways in which marketing tools can be employed to promote social causes and effect positive environmental behavioral change. Marketing students applied marketing concepts to a real-life situation, while gaining a greater awareness of environmental issues and the role of businesses in environmental stewardship. The authors summarize the project's learning objectives, planning and design, implementation, and assessment of learning outcomes. Challenges and obstacles encountered and recommendations for the development and implementation of similar learning projects are also discussed. © The Author(s) 2011.
Từ khóa
environmental behavior; experiential learning; interdisciplinary education; social marketing; solid waste reduction
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