Taking the pulse and accelerating the heartbeat through education interventions: How the young generation understands purpose in business and how marketing education can support the mainstreaming of social marketing principles

All Sessions

Taking the pulse and accelerating the heartbeat through education interventions: How the young generation understands purpose in business and how marketing education can support the mainstreaming of social marketing principles

Friday, July 10, 2026 at 11:45 AM–12:05 PM CEST

Room C3 (First Floor)

Proposed Conference Track

6. Mainstreaming social marketing: policy, systems and advocacy

Submission Format

20 Minute Oral Presentation

Programme Listing

This session examines marketing education as an upstream, system-level lever for mainstreaming social marketing principles. Drawing on two quantitative studies using Values, Beliefs, and Norms (VBN) theory, it shows how business students’ sustainability orientations can be mapped and shifted through experiential learning. Attendees gain empirically grounded insights into embedding societal value creation within curricula, institutions, and future professional practice.