\u201cSternderl schauen\u201d (Looking at the stars) \u2013 in his song Ludwig Hirsch describes the wonder of the night sky and invites us to look at the stars as a symbol of infinity and the mystery of life.<\/p>\n
In a world where artificial light illuminates the night sky and our connection to nature is fading, a simple gaze at the starry sky can provide deeper insights\u2014not only for personal experience, but also for sustainable strategies in marketing and sales. Around 100 first-semester Bachelor's students in Marketing & Sales had the opportunity to experience just that as part of the \"Sustainable Business\" course (led by Doris Carini): an excursion to Ges\u00e4use National Park. There, they not only marveled at the dark sky in all its glory, but also learned the deeper meaning of darkness and stars in a time of increasing light pollution.<\/p>\n
The goal of the excursion was to make theoretical concepts tangible in practice using Kolb's (1984) experiential learning approach. Kolb's theory states that knowledge is created through reflection and the transformation of experiences (Kolb, 1984). To promote this learning process, the excursion was supplemented by various elements: In addition to a nighttime walk, which provided direct experience, a lecture and a workshop were held in which participants could reflect on and deepen their experiences.<\/p>\n
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Light pollution is an underestimated problem:<\/strong><\/p>\n According to Dark Sky International (n.d.), light pollution refers to the brightening of the night sky by artificial light sources that disrupt the natural day-night-rhythm.<\/p>\n <\/p>\n The good news:<\/strong><\/p>\n Unlike many other forms of environmental pollution, light pollution can be reversed, for example by:<\/p>\n <\/p>\n Sustainability as a success factor in marketing & sales<\/strong><\/p>\n The excursion showed the students the importance of sustainable strategies in marketing and sales. The insights can be applied in practice to various areas. Those who use resources responsibly and implement targeted, conscious measures can have a significant impact on the environment and society:<\/p>\n <\/p>\n\n
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