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 |
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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