Critical and creative marketing pedagogies: confronting rhetoric, addressing inequality, inspiring change

Citation

Heath T, Moufahim M & O’Malley L (2023) Critical and creative marketing pedagogies: confronting rhetoric, addressing inequality, inspiring change. Journal of Marketing Management, 39 (1-2), pp. 1-7. https://doi.org/10.1080/0267257x.2023.2187539

Abstract
First paragraph: Introduction This special issue shines a light on critical scholarship in marketing education by curating both theorisations and innovative practices. Frustrated with the prevalence of standardised and self-serving representations of marketing, our intention is to amplify voices that problematise accepted wisdom in the field. Importantly, we move away from a critique of the marketing logic per se to celebrate novel approaches in its pedagogy built upon a broad understanding of our role as educators and of the transformative potential that this role holds. The manuscripts published here showcase impressive efforts to denaturalise (Fournier & Grey, Citation2000) marketing in the classroom, and bring attention to the fortitude and creativity that they evince.

Keywords
Marketing; Strategy and Management

Journal
Journal of Marketing Management: Volume 39, Issue 1-2

People

Dr Mona Moufahim

Senior Lecturer, Marketing & Retail