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.

Feeling Bodies in Marketing: Aesthetics, Emotions and Gender

Gender is deeply embedded in marketing ideology, and it continues to be a topic of concern in the marketing academy. There is little attention paid by marketers, however, to related studies in other fields on aesthetic labour and emotional labour in relation to gender issues, despite the commonalities and intersections between them. This article seeks to incorporate aesthetic labour and emotional labour into the gender and marketing discussion. It concludes by calling for greater critical awareness of gender as a dominant motif in our ideologies, discourses and practices in marketing, offering suggestions for empirical research into this important topic.

Compulsive Buying: Literature Review and Suggestions for Future Research

Compulsive buying is a serious, but under researched, aspect of consumer buying behaviour. Setting the review in a historical context, the review begins by addressing the earliest works on the subject and seminal papers by leading researchers in the field of compulsive buying. The review addresses the fact that Emil Kraepelin first identified compulsive buying in his 1915 textbook, before the subject faced an almost complete hiatus in terms of research until the late 1980s where the issue was addressed by a number of leading consumer behaviour researchers. The review will then proceed chronologically and thematically, addressing each issue and theme that has emerged from the literature. Previous directions of the research will be discussed, whilst guiding readers towards the current landscape of the research, and a suggestion of the next logical direction of the research.