![Cover Image for System.Linq.Enumerable+EnumerablePartition`1[System.Char]](https://coverimages.igi-global.com/images/search-article.png)
Up close and personal
OAI: oai:purehost.bath.ac.uk:publications/b975e593-528f-48a9-9149-f960aafdef6b • DOI: https://doi.org/10.1080/0267257X.2022.2131266
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.
Feminist pedagogy activist feminist pedagogy critical marketing eco-feminism marketing curriculum /dk/atira/pure/subjectarea/asjc/1400/1408 name=Strategy and Management /dk/atira/pure/subjectarea/asjc/1400/1406 name=Marketing /dk/atira/pure/sustainabledevelopmentgoals/gender_equality name=SDG 5 - Gender Equality /dk/atira/pure/sustainabledevelopmentgoals/climate_action name=SDG 13 - Climate Action