The first macromarketing seminar held in 1976 represented a first attempt to “hack the system” of business schools to bring a societal focus to the teaching of marketing. This effort resulted eventually in macromarketing becoming a major field of the marketing discipline. Today, forces outside the business school are pointing business schools to broaden their curricula to include social responsibility in the form of macromarketing, sustainability, and marketing for a better world. The purpose of this article is to discuss the challenges and opportunities of teaching macromarketing and sustainability concepts to business students so that more macromarketing managers would develop and exert their influence in marketplaces around the world. Important points include (a) the imperative for macromarketing-minded educators to advocate for curriculum changes in their own business schools, and (b) the need for macromarketing-minded educators to become more capable teachers of macromarketing and sustainability content with students more skeptical about such content. This article offers a constructivist approach to setting the stage for students engaging macromarketing and sustainability content for the first time. Embracing the paradox of managerial macromarketing and integrating experiential learning highlight this approach.

1976 年举办的第一次宏观营销研讨会代表了第一次尝试“破解商学院系统”，将社会焦点引入营销教学。这种努力最终导致宏观营销成为营销学科的一个主要领域。今天，商学院以外的力量正要求商学院拓宽课程，将宏观营销、可持续性和营销等形式的社会责任包括在内。本文的目的是讨论向商科学生教授宏观营销和可持续性概念的挑战和机遇，以便更多的宏观营销经理能够在世界各地的市场中发展并发挥他们的影响力。要点包括 (a) 有宏观营销意识的教育者必须在他们自己的商学院倡导课程改革，以及 (b) 有宏观营销意识的教育者需要成为更有能力的宏观营销和可持续性内容教师，而学生对这样的内容。本文提供了一种建构主义方法，为首次参与宏观营销和可持续发展内容的学生奠定了基础。拥抱管理宏观营销的悖论和整合体验式学习突出了这种方法。本文提供了一种建构主义方法，为首次参与宏观营销和可持续性内容的学生奠定了基础。拥抱管理宏观营销的悖论和整合体验式学习突出了这种方法。本文提供了一种建构主义方法，为首次参与宏观营销和可持续发展内容的学生奠定了基础。拥抱管理宏观营销的悖论和整合体验式学习突出了这种方法。