Integrating And Assessing Student Perceived Sustainability Literacy In An Integrated Marketing Communications Course

This paper examines whether marketing educators’ efforts in integrating sustainability-related issues in an undergraduate Integrated Marketing Communications (IMC) course affect students’ perceived sustainability literacy. Using the Taxonomy of Significant Learning, a traditional IMC course was redesigned to include sustainability-focused concepts and assignments related to and integrated with the traditional course concepts. Analyzing student pre- and post-tests of self-reported data from two questionnaires, one at the beginning of the semester and one at the end of the semester, impact on students’ perceived awareness and knowledge of sustainability issues was demonstrated.<p></p>