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 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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