MONOGRAPHIC SECTION JUNE 2026
Special issue coordinated by Ana Estima, ISCA, University of Aveiro

Marketing Education and the Emergence of New Professions

The profound transformation driven by digitalisation and Artificial Intelligence (AI) is reshaping the landscape of marketing education and professional practice. New roles and hybrid profiles are emerging, demanding a redefinition of academic programs, pedagogical approaches, and the relationship between higher education and the market.

AI-based tools and digital platforms are redefining the learning experience — from personalised education and simulation environments to data-driven decision-making and creative automation. These technologies enable the development of new forms of collaboration between universities, companies, and institutions, promoting agile and applied learning models that reflect the realities of the contemporary workplace.

However, this transformation also raises significant challenges related to ethics, employability, and inclusivity. The emergence of new professions in marketing requires critical reflection on how educational systems adapt to technological acceleration, ensure fair access to skills development, and prepare students for professions that, in many cases, are still being defined.

In this context, it becomes essential to analyse the impact of innovation on curriculum design, teaching practices, and professional identities in marketing. Exploring these dynamics will help identify how marketing education can balance innovation, employability, and social responsibility in a rapidly changing environment.

Suggested topics:

• Transformation of curricula and pedagogical innovation in marketing education
• New skills and competencies for emerging marketing professions
• Artificial Intelligence and automation in marketing learning and practice
• University–industry collaboration in developing professional profiles
• Ethics, employability, and inclusion in the digital economy
• Future of work and professional identity in marketing
• Data-driven learning and immersive educational experiences

SUBMISSION DEADLINE: April 15, 2026
*The journal also accepts papers on miscellaneous topics in its open section.

 

MONOGRAPHIC SECTION DECEMBER 2026

Consumer Behaviour, Corporate Social Responsibility and Sustainability of Brands in the Digital Age
Special issue coordinated by Iza Giagauri, University of Georgia, Tbilisi, (Georgia) and Félix Puime Guillén, Universidade da Coruña (España).

Introduction

Consumer behaviour is influenced by multiple, interrelated factors, including perceived value, pricing, social and environmental concerns, brand perception, and digital marketing campaigns. Beyond these traditional drivers, the Sustainable Development Goals (SDGs) and companies’ Corporate Social Responsibility (CSR) strategies are increasingly shaping how consumers evaluate brands and make purchase decisions.

In parallel, digital CSR, digital branding, and digital consumer behaviour have emerged as salient research and managerial trends. These dynamics have been accelerated by recent socio-economic disruptions in the post-pandemic period and by rapid advances in immersive and AI-enabled technologies. Within this evolving landscape, firms can leverage CSR initiatives not only to enhance corporate legitimacy and stakeholder trust, but also to promote more sustainable consumer behaviours. At the same time, brand experience remains central to building customer loyalty, raising important questions about how digitally mediated experiences interact with CSR and sustainability narratives.

Although academic interest has increased in CSR, consumer behaviour, and branding, scarce consideration is devoted to understanding their reciprocal implications. This creates challenges for firms to move towards more sustainable practices and simultaneously stay competitive. Therefore, this Special Issue aims to fill the gap in theory and practice by examining the complex relationships between CSR, branding, and consumer behaviour considering digital transformation and sustainable development.

Objective

CSR is essential for companies to contribute to sustainable development, and new technologies are anticipated to tackle global social, economic, and environmental challenges. This Special Issue intends to examine the role of business companies in achieving sustainable development goals (SDGs) from various perspectives. It focuses on concepts, models, theories, views, and empirical study results, which underline CSR as a tool to implement branding strategies and transform consumer behaviour towards sustainability.

Recommended Topics

• The rise of responsible branding in a hyperconnected world of digital consumers
• Branding, trust, and the new rules of consumer behaviour
• Shaping ethical brands in the digital age through consumer engagement and CSR
• Sustainable branding in Virtual/ Augmented reality
• Digital branding and sustainable consumption
• Digital sustainable branding and corporate social responsibility
• Influence of corporate social responsibility on consumer behaviour
• Sustainability, corporate social responsibility, and digital communication
• Impact of CSR and ESG reporting on digital branding
• Brand digital engagement, CSR, and sustainable consumer behaviour
• Environment, climate change, and energy issues in relation to sustainable branding
• Waste management, CSR, and consumer behaviour
• Global perspectives on digital and sustainable consumer behaviour

Dealine: September 15, 2026

*Redmarka also welcomes miscellaneous papers outside the main theme of the issue.