Critical Reflection in the Marketing Curriculum

This article examines how we can encourage students to engage critically with marketing ideas and activities. Critical marketing studies are currently on the margins of the discipline, and the ideas and challenges to conventional marketing studies posed by critical scholars are rarely tested or implemented in the marketing classroom. Often these are perceived as too academic and elitist to be relevant to the modern business environment. Drawing largely from debates in the management education literature, this article discusses the problems and possibilities of introducing critical reflection into the marketing curriculum and describes some strategies for encouraging critique in the marketing classroom.

Critical Marketing in the Classroom: Possibilities and Challenges

Critical marketing studies are currently on the margins of the discipline, and the ideas and challenges to conventional marketing thought posed by these critiques are rarely examined in the marketing classroom. Drawing largely from debates in the management literature, discusses the problems and considers the possibilities of integrating critical reflection into the marketing curriculum.