Active Learning for Sustainable Health and Business Innovation: Evidence from Thai Higher Education

Purpose of the Study This study developed and validated an Active Learning based pedagogical model to strengthen competencies in sustainable health business innovation within marketing education. The model addresses a key pedagogical gap by enabling learners to transform sustainability and health-business concepts into market-oriented solutions relevant to the aging economy. Method/Design and Sample A sequential mixed-methods research and development (R&D) design was implemented with 215 Generation Z learners in Thai higher education. Data were collected using achievement tests, project evaluations, behavioral observations, reflective tasks, and satisfaction surveys across four learning stages combining theoretical instruction, digital self-learning, experiential project work, and expert assessment. Results Quantitative findings showed significant improvements in analytical reasoning, creativity, collaboration, and sustainability awareness. Qualitative insights indicated strengthened reflective capacity and ethical sensitivity. Value to Marketing Educators The validated model provides a theoretically grounded and empirically supported framework for bridging theory and practice while cultivating socially responsible, innovation-oriented competencies for future marketers.