City Research Online

Abstract

Postgraduate students in marketing needed more first-hand learning experiences by addressing live briefs set by clients. The existing curriculum relied on a pedagogical framework using traditional case studies. Furthermore, students did not have many opportunities to work with non-domestic, sustainable brands in a real-life setting. While topics such as sustainable consumption, ethics and corporate social responsibility were covered theoretically in the existing modules, students needed to learn how to apply theory into practice. This chapter describes, examines, and analyses the benefits and challenges of introducing live briefs in marketing education, the challenges faced throughout teaching and group work, and how live briefs had to be implemented in the curriculum to help improve the postgraduate student’s employability skills. Changing consumer behaviour toward more sustainable consumption remains an ongoing concern for existing and prospective marketing professionals, and some employability skills are directly connected to this ongoing concern. Practical introduction of live briefs, supported by domestic and international brands with substantial sustainability agenda, is one solution to enrich pedagogy and learning practices with real-life experiences.

Publication Type:	Book Section
Additional Information:	© 2022 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. This is the author accepted manuscript of a chapter published in Socially Responsible Consumption and Marketing in Practice available online at: https://doi.org/10.1007/978-981-16-6433-5_21
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory L Education > LB Theory and practice of education > LB2300 Higher Education
Departments:	School of Communication & Creativity School of Communication & Creativity > Media, Culture & Creative Industries
SWORD Depositor:	Symplectic Administrator

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