Embedding the Sustainable Development Goals Into Higher Education Institutions’ Marketing Curriculum

Abstract

The 21st century’s growing societal and environmental challenges are ubiquitous. The combination of knowledge, values, mindsets, and abilities needed to address these challenges requires educating society about the simultaneous pursuit of economic, environmental, and social goals as advocated by the United Nations’ (UN) Sustainable Development Goals (SDGs). This research aims to review the academic literature on how Higher Education Institutions incorporate the SDGs into the marketing curriculum. In this regard, the expected outcome is to assist marketing academics in developing a curriculum aligned with the SDGs. An integrative literature review including 40 articles led to three core themes: Integration, Transformation, and Leadership. Building on these themes, the article contributes to marketing education through the 3Es framework (Engage, Expand, Enact) for embedding the SDGs in the marketing curriculum: “Engage” integrates sustainability knowledge into the existing marketing curriculum by fostering debates and reflection around the SDGs. “Expand” transforms values and attitudes among marketing students and staff using transformative and experiential pedagogical tools. This leads to “Enact” with leadership and partnerships within and outside the university, which leads to collaborative actions aligned with the SDGs.