The Importance of Applying Theory to Practice: A Review of Current Case Study Utilization in Sustainability Curriculum

Recent literature has established that the infusion of sustainability into the curriculum of higher education embodies an important pathway that allows future marketing leaders to rethink the application of sustainability to business and marketing practices. However, to do so, students must develop the appropriate habits of mind that give them confidence to apply theoretical frameworks covered in class to future real-life scenarios. How can instructors best foster this skillset related to sustainability? Drawing on a systematic analysis of sustainability marketing–related syllabi in the United States, this paper finds that application and ability to critically think and discuss are important objectives of sustainability-related classes. We further show that experiential learning with the use of case studies and in-class discussions ought to be seamlessly integrated into the curriculum. A comprehensive list of 104 case studies and discussion of the topics covered in sustainability marketing–related case studies in the United States is provided which serves as a baseline and inspiration for current and future instructors.