... and a view of marketing as a discipline capable of contributing to social impact. Originality/value This paper provides a practice-informed reflection on pedagogical approaches aimed at fostering meaningful impact in marketing education. It demonstrates how modest adjustments in educators’ practice can...

... of marketing. It considers the potential of a Freirean praxis approach to marketing education informed by sociocultural theory to propose a framework for transformative learning. Design/methodology/approach This is a conceptual piece integrating insights from Freire’s pedagogy and Vygotsky’s theory...

... engaged citizens” (Giroux, 2019 , p. 509). Teresa Heath can be contacted at: Teresa.Pereiraheath@eeg.uminho.pt Such a critical approach seems especially important within marketing. Aligned with the dictates of the “neoliberal university”, conventional marketing education celebrates market logic...

...Sten‐Olof Hansen; Christopher Carlsson; Pirkko Walden Marketing education today is rather isolationist — marketing students are taught too many specialities, and they are given to sharp a profile in marketing particulars. The interaction of the marketing function with other key functions...