Sustainability Teaching in Marketing: An Importance-Performance Analysis in Higher Education Institutions

María del Mar Martínez-Bravo (), María de las Mercedes Capobianco-Uriarte (), Eduardo Terán-Yépez (), Eugenia Maria Gonçalves Matos-Pedro () and Carla Alexandra Barbosa-Pereira ()
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María del Mar Martínez-Bravo: University of Almería
María de las Mercedes Capobianco-Uriarte: University of Almería
Eduardo Terán-Yépez: University of Almeria, CIMEDES Research Center, Spain – Andalusian Institute of Research and Innovation in Tourism (IATUR)
Eugenia Maria Gonçalves Matos-Pedro: Universidade da Beira Interior
Carla Alexandra Barbosa-Pereira: Universidade da Beira Interior

Chapter Chapter 5 in Disruptions, Diversity, and Ethics in Marketing, 2025, pp 61-73 from Springer

Abstract: Abstract Sustainability teaching has come to the fore as a foundation for addressing the unprecedented challenges that the planet and the society face. However, the effectiveness of higher education institutions (HEI) in their pivotal role in educating and instructing the students who will occupy leadership, management, and marketing positions in the future has been questioned. The objective of this study is to examine the performance of sustainability teaching based on an importance-performance analysis of the perceptions of marketing students in two HEI: the University of Almería and the University of Beira Interior. We analyze whether students differ in which learning approaches they consider important for integrating sustainability into their competencies, whether they consider them effective, and how their opinions differ depending on the HEI they come from. This study contributes to guiding universities in their actions to ensure that graduates are prepared to navigate the complex landscape of sustainability in their upcoming work career.

Keywords: Marketing education; Sustainability teaching; Sustainable development; Importance-performance analysis (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-70488-8_5

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DOI: 10.1007/978-3-031-70488-8_5

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