Abstract
As the global business environment becomes increasingly uncertain, there is a growing need for marketing professionals who are equipped to balance profit, people and plant. This paper presents a case study of an undergraduate marketing module at a Scottish University designed to integrate sustainability and responsible business practices into the curriculum. Through reflective student coursework, surveys, and assessment analysis, this research investigates how students’ attitudes, knowledge, and capabilities evolve when sustainability is embedded from the first year of study. By analysing students' reflections on their behaviour as consumers and future marketers, the paper provides insights into the effectiveness of sustainability-focused education and offers practical recommendations for aligning marketing education with the UN Sustainable Development Goals (SDGs) and the Principles for Responsible Management Education (PRME). This study also identifies key challenges and opportunities for educators to prepare students as agents of change in an uncertain world.