Abstract:

Sustainability has become a necessity for both society and businesses. Despite its importance, its development in university curricula is still scarce, with this lack being particularly noticeable in Marketing programs (Karmasin & Voci, 2021). The inclusion of sustainable topics in different subjects requires fostering creative and flexible approaches, with better learning outcomes achieved when developed using agile and project-based methodologies (Buzova et al., 2023; Villanueva et al., 2022). Specifically, project-based learning (PBL) offers students a more personalized, active, and collaborative learning experience, preparing them for success in an increasingly digitized and constantly changing world (Toledo Morales & Sánchez García, 2018).

The present study is carried out in the current Marketing plans and programs taught at the University of Valencia, specifically in the communication subjects of Tourism and Tourism Management degrees, aiming to:
(1) improve students' current knowledge of sustainability;
(2) broaden their analytical vision.

Starting from the need to implement Sustainable Development Goals (SDGs) in tourism companies, and applying the project-based methodology, students developed communication campaigns aimed at the final consumer to publicize the fulfillment of, at least, one SDG and thus convey concern for sustainability.

On the basis of the training achieved in the course, students have been able to achieve in their campaings a clear focus towards the achievement of SDGs related to health and well-being, gender equality, responsible production and consumption, climate action, and sustainable cities and communities. The most prominent objectives included: raising awareness of the company's concern for sustainability; generating social awareness and brand awareness; or raising awareness and educating customers about sustainable practices. The creative strategy proposed by the different groups highlighted sustainability, social awareness/commitment, awareness, education, or environmental responsibility as the main axes of the campaigns.

The results have shown that students can develop communication campaigns beyond merely commercial ones, providing solutions to current business issues, and committing to and taking responsibility for sustainable practices.

Acknowledgment:
Innovation Teaching Projects: UV-SFPIE_PIEE-2733624 and UV-SFPIE_PIEE-2733279

Keywords:

Sustainability, project-based learning, SDGs, marketing, communication.