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.
European Social Marketing Conference 2026
July 8–10, 2026
MBS School of Business, Montpellier
Proposed Conference Track
6. Mainstreaming social marketing: policy, systems and advocacy
Submission Format
20 Minute Oral Presentation
Programme Listing
Primary Contact
Diana Barbara Perra, The Hague University of Applied Sciences
Presenters
Hongli Joosten-Ma, The Hague University of Applied Sciences
Authors
Diana Barbara Perra, The Hague University of Applied Sciences
Jennifer Cakir, The Hague University of Applied Sciences
Cor Beyers, The Hague University of Applied Sciences
Hongli Joosten-Ma, The Hague University of Applied Sciences
Loading…