Towards Transformative Education in Marketing : Challenging Rhetoric and Embracing Change

This book collects bold and challenging contributions to pedagogy that foster creative and critical thinking in the marketing classroom. The volume brings together leading international critical marketing scholars who apply a wide range of theoretical and methodological tools to nurture students’ ability to think outside the narrow confines of conventional management ideology. The contributions, which range from fascinating personal reflections to deep engagement with theory, are united by a desire to share insights about how to turn teaching in marketing away from mere training towards rigorous and broad education about markets and their place in society. The innovations discussed can be as challenging and inspiring for the reader as they were for the students in the classes. The aim of this book is to support educators to help students develop into professionals (and people) who engage seriously with the societal effects of their actions.

Towards Transformative Education in Marketing is an essential resource for students and teachers of marketing, marketing pedagogy, business studies. This book will also appeal to those interested in innovative and critical approaches to the field. The chapters in this book were originally published as a special issue of Journal of Marketing Management.

Teresa Heath is Associate Professor at the University of Minho and holds the position of Honorary Associate Professor at the University of Nottingham. Her research and teaching focus on transformative marketing and its intersection with sustainability, ethics, and consumption. Teresa advocates for critical pedagogies in marketing that can inform responsible practice.

Mona Moufahim is Associate Professor in Marketing at the University of Stirling, UK. She has over 15 years of teaching experience. Using a critical and interpretive approach to research, she is interested in cultural, societal and organisational issues facing marginalised groups in various contexts.

Lisa O’Malley is Professor of Marketing at the University of Limerick and Chair of the Academy of Marketing (UK). As a critical marketing scholar, her research and teaching are oriented towards acknowledging and addressing the deleterious impacts of marketing on society.