European Social Marketing Conference 2026

9. Critical social marketing

20 Minute Oral Presentation

Discover how to transform traditional marketing courses by integrating critical social marketing, degrowth, and circular economy concepts. This session presents a two-year case study of "hacking" a graduate product management course with sustainability content. Learn practical methods for balancing traditional marketing with non-growth-centric approaches, view student project examples, and explore quantitative and qualitative evidence demonstrating that sustainability integration is both feasible and well-received by students.