Up close and personal: feminist pedagogy in the classroom

Lorna Stevens, Pauline Maclaran

Research output: Contribution to journalArticlepeer-review


This commentary reflects on 20+ years as marketing academics committed to a feminist, critical approach to the marketing curriculum.
Feminist pedagogy focuses on critiquing the wider, macro-structural realities that impact on gender inequality. A key aim is to empower students to consider how society might be differently structured. We also advocate a multiple perspectives approach, whereby there are no absolutes but rather contexts, thus nudging students to move beyond a micro-managerial mindset, and problematising many of the assumptions embedded in marketing. This includes understanding that identity positions shape social worlds and consumption patterns. Finally we
identify three tools for implementing a feminist pedagogy: subjective personal introspection (SPI), collaborative and action learning and a low-hierarchy learning environment.
Original languageEnglish
JournalJournal of Marketing Management
Early online date7 Oct 2022
Publication statusE-pub ahead of print - 7 Oct 2022


  • Feminist pedagogy
  • activist feminist pedagogy
  • critical marketing
  • eco-feminism
  • marketing curriculum

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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