Associate Professor Krittinee Nuttavuthisit, Ph.D., contributed a chapter titled, “Turning Marketing Students into Active Citizens: The Learning of Consumption and Social-Related Marketing in Thailand” to a recent book, “Global Perspectives on Contemporary Marketing Education”. The book is an advanced marketing book which serves as a compendium of innovations, insights, and ideas for students, educators and business professionals to enter the sophisticated global marketplace.

The chapter provides an overview of consumption and social-related marketing. It captures an understanding beyond business knowledge, emphasizing sustainability, in order to stimulate changes in people’s behaviors to take part in improving social conditions.

Published in: Global Perspectives on Contemporary Marketing Education, (Eds: Smith, B., & Porath, A.), Hershey, PA: IGI Global, 77-94. doi:10.4018/978-1-4666-9784-3

Chapter Abstract:
This chapter discusses the learning of consumption and marketing within the context of social-related issues. The objectives are to expand dimensions of marketing education into a wider perspective beyond the economic focus to the social domain. Exploring the different contexts can help uncover a deeper perspective beyond general concepts of consumption and marketing. Moreover, considering the social aspect can enhance a longer perspective of business beyond current profit maximization, particularly in the 21st century with its emphasis on sustainability. The learning process can follow the four main steps of understanding the problem, introducing the solution, engaging participation (with real actions to sup- port the project or organization), and evaluating output and outcome. These processes are elaborated together with examples of real practices and summarized learning derived from the classes conducted in Thailand. Not only can this benefit the students, but also the overall business and the society by turning marketing students into active citizens.