What Skills for Sustainable Innovation do First Year Marketing Students Have?
Innovation is widely regarded as a driver of growth.To deliver innovation,people need particular skills,such as in creative problem solving,collaboration,planning,as well as in managing sustainability.As these skills sets fit within the scope of the marketing discipline,marketing educators have a key responsibility to help foster these skills in students,including undergraduates.This paper outlines a study in which students of a Marketing Principles course undertake a major collaborative project assessment to develop and plan a sustainable market offering.The aim was to determine which sub skills within creative problem solving,collaboration,marketing planning and sustainability skills were present at the outset and which were developed during the project.To this end,110 Australian and Chinese students” written reflections pre-and post-project were analysed.The results indicate that through experiential,collaborative project-based assessment first-year business students can develop many of the requisite skills for innovation,as well as for more sustainable organisational performance.
Environmental marketing marketing education innovation creative problem solving planning sustainability
Tania von der Heidt
Southern Cross University
国内会议
China Marketing International Conference 2016 (2016中国市场营销国际学术年会)
青岛
英文
225-241
2016-07-08（万方平台首次上网日期，不代表论文的发表时间）