This study developed a comprehensive curriculum on sustainable marketing with big data for hospitality students. It incorporated problem-based and creative problem-solving approaches, computer-based and project-based learning, industry mentors, and databases for instruction.

Using a quasi-experimental design, the study assessed the impact on student outcomes. Results showed significant improvements in big data literacy, sustainability knowledge, and marketing skills. One team won a national competition, highlighting the curriculum’s effectiveness in enhancing students’ professional competence in sustainable marketing with big data.