Marketing Sustainability as a Core Professional Competency. Lessons from an International Capacity-Building Project

This research explores the intersection of three domains: marketing sustainability (as a professional competency), journalism education and international capacity building. The study investigates the mechanisms through which a transformative, student-centered curriculum reform can dismantle traditional rote-learning barriers and foster a sense of global responsibility, framing sustainability as a strategic professional tool rather than just academic content. This study utilizes an instrumental case study design, focusing on a single, cross-border initiative: the Sustainable Development Goals in Journalism Reporting project, involving academic partners from Spain, Romania, Luxembourg, China, Cambodia, and Malaysia. This paper addresses two main research questions: How do interdisciplinary co-creation processes in journalism curricula work to promote the 2030 Agenda? How can this case serve as a blueprint for marketing sustainability in higher education, both in theory and in actual practice?