Teaching note – Critical pedagogies: practical examples from the marketing classroom

Mona Moufahim*, Teresa Heath, Lisa O’Malley, Katherine Casey, Janice Denegri-Knott, Alev Kuruoglu, Ismini Pavlopoulou, Anuja Pradhan

*Corresponding author for this work

Research output: Contribution to journalComment/debateResearchpeer-review


Through five empirical accounts of critical teaching practices, this note addresses how we can teach and seeks to understand the strategies and approaches employed by marketing scholars to incorporate critical and moral reflection into the marketing curriculum, and be more critical and imaginative in reshaping marketing practices in the face of current challenges. The pedagogic examples offered acknowledge the powerful potential of the marketing classroom in developing critical and creative mindsets of future leaders and practitioners. These illustrations of the passion and creativity of marketing teachers can inspire colleagues to experiment with and develop their ideas in the classroom, and offer a model for sharing experiences that we hope may encourage more colleagues to do likewise.

Original languageEnglish
JournalJournal of Marketing Management
Issue number1-2
Pages (from-to)149-165
Publication statusPublished - 2023

Bibliographical note

Publisher Copyright:
© 2023 Westburn Publishers Ltd.


  • access
  • Critical pedagogy
  • critical thinking
  • ethics
  • societal change
  • student engagement


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