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Embedding critique in the university: a new role for critical marketing education?

Embedding critique in the university: a new role for critical marketing education? Purpose – The role of the university as a site of social, cultural and political critique appears to be in terminal decline with the inexorable “commodification” of the university in the UK and elsewhere in Europe. Yet, although scholars have identified the dangers of such a scenario, few attempts have been made to offer a pragmatic solution to preserve, or even rejuvenate, the university as an agent of critique. This paper proposes that a critical marketing education can take over this role in the academy where traditional critical agents like the arts and humanities are widely acknowledged to have failed. Design/methodology/approach – The paper uses a historical‐critical approach, and conceives of “critique” as a heterogeneous, multidimensional amalgam of both business and the humanities. Findings – The paper shows how a critical marketing education offers a pragmatic means of preparing university students to become active and critical voices of society. Originality/value – Few attempts have been made to offer a pragmatic solution to preserve, or even rejuvenate, the university as an agent of critique. This paper proposes that a critical marketing education can take over this role in the academy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Applied Research in Higher Education Emerald Publishing

Embedding critique in the university: a new role for critical marketing education?

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References (110)

Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
2050-7003
DOI
10.1108/17581181311310252
Publisher site
See Article on Publisher Site

Abstract

Purpose – The role of the university as a site of social, cultural and political critique appears to be in terminal decline with the inexorable “commodification” of the university in the UK and elsewhere in Europe. Yet, although scholars have identified the dangers of such a scenario, few attempts have been made to offer a pragmatic solution to preserve, or even rejuvenate, the university as an agent of critique. This paper proposes that a critical marketing education can take over this role in the academy where traditional critical agents like the arts and humanities are widely acknowledged to have failed. Design/methodology/approach – The paper uses a historical‐critical approach, and conceives of “critique” as a heterogeneous, multidimensional amalgam of both business and the humanities. Findings – The paper shows how a critical marketing education offers a pragmatic means of preparing university students to become active and critical voices of society. Originality/value – Few attempts have been made to offer a pragmatic solution to preserve, or even rejuvenate, the university as an agent of critique. This paper proposes that a critical marketing education can take over this role in the academy.

Journal

Journal of Applied Research in Higher Education – Emerald Publishing

Published: Apr 19, 2013

Keywords: Critique; Higher education; Marketing education; University; Education; Marketing; Universities

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