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

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.

Citation

Lim, M. and Svensson, P. (2013), "Embedding critique in the university: a new role for critical marketing education?", Journal of Applied Research in Higher Education, Vol. 5 No. 1, pp. 32-47. https://doi.org/10.1108/17581181311310252