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Using Live Briefs in Marketing Education: How to Increase Student Employability by Blending Sustainability and Internationalization

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Socially Responsible Consumption and Marketing in Practice

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.

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Sustainability: University of Greenwich

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Acknowledgements

This chapter draws on the authors’ experiences of delivering the given module for three years since September 2018. Out of the three semesters across 2018–2021, the first year’s experience was presented (Title: Working towards sustainable consumption) at the Chartered Business School (CABS) Learning, Teaching and Student Experience (LTSE) Conference, University of Manchester, on 14th May 2019.

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Authors and Affiliations

  1. University of Greenwich, London, SE10 9LS, UK

    Hyunsun Yoon & Tina Šegota

Authors
  1. Hyunsun Yoon
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  2. Tina Šegota
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Corresponding author

Correspondence to Hyunsun Yoon .

Editor information

Editors and Affiliations

  1. Nottingham University Business School, University of Nottingham Ningbo China, Ningbo, China

    Jishnu Bhattacharyya

  2. Marketing, University of Nottingham Ningbo China, Ningbo, Zhejiang, China

    M. S. Balaji

  3. Nottingham University Business School, University of Nottingham Ningbo China, Ningbo, China

    Yangyang Jiang

  4. Adam Smith Business School, University of Glasgow, Glasgow, UK

    Jaylan Azer

  5. Swinburne Business School, Swinburne University of Technology, Craigieburn, VIC, Australia

    Chandana R. Hewege

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Yoon, H., Šegota, T. (2022). Using Live Briefs in Marketing Education: How to Increase Student Employability by Blending Sustainability and Internationalization. In: Bhattacharyya, J., Balaji, M.S., Jiang, Y., Azer, J., Hewege, C.R. (eds) Socially Responsible Consumption and Marketing in Practice. Springer, Singapore. https://doi.org/10.1007/978-981-16-6433-5_21

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