Abstract
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.
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 language | English |
|---|---|
| Pages (from-to) | 32-39 |
| Number of pages | 8 |
| Journal | Journal of Marketing Management |
| Volume | 39 |
| Issue number | 1-2 |
| Early online date | 7 Oct 2022 |
| DOIs | |
| Publication status | Published - 24 Mar 2023 |
Bibliographical note
No funding was acknowledgedKeywords
- Feminist pedagogy
- activist feminist pedagogy
- critical marketing
- eco-feminism
- marketing curriculum
ASJC Scopus subject areas
- Strategy and Management
- Marketing
Access to Document
- JMM_commentary_piece.PDF
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 07/10/2022, available online: http://www.tandfonline.com/10.1080/0267257X.2022.2131266