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Inside-Out: Using the Marketing Classroom to Mirror Diversity and Inclusion of the Marketplace
Luleå University of Technology, Department of Social Sciences, Technology and Arts, Business Administration and Industrial Engineering. Graduate School of Business University of Cape Town, Cape Town, South Africa.ORCID iD: 0000-0001-9575-6676
Luleå University of Technology, Department of Social Sciences, Technology and Arts, Business Administration and Industrial Engineering. School of Management Studies, University of Cape Town, Cape Town, South Africa.ORCID iD: 0000-0002-3486-8292
Graduate School of Business University of Cape Town, Cape Town, South Africa.ORCID iD: 0000-0003-1157-8265
Beedie School of Business, Simon Fraser University, Vancouver, BC, Canada.ORCID iD: 0000-0002-3099-9164
2023 (English)In: Marketing Education Review, ISSN 1052-8008, E-ISSN 2153-9987, Vol. 33, no 1, p. 7-21Article in journal (Refereed) Published
Abstract [en]

Today’s students will work in an increasingly diverse environment which requires the ability to understand and connect with consumers from different social groups and cultures. The expectations placed on marketing practitioners to connect with a multiplicity of consumers requires a nuanced understanding of the different lifestyles, lived experiences and values of consumers. Exposing students to societal diversity and inclusive practices in their marketing curricula helps to inform their marketing practice in industry. Using an exploratory approach, through semi-structured expert interviews with marketing educators, two overarching themes emerged as crucial sources of inclusion in marketing education, namely pedagogical considerations and curriculum design considerations. This research proposes the Inside-Out framework as a guideline for marketing educators to foster inclusive teaching practices through the lens of the Experiential Learning Theory. Several recommendations for future research are presented, including the development of a teaching resource, an objective assessment of curriculum design and the continued examination of inclusive teaching practices within marketing education.

Place, publisher, year, edition, pages
Taylor & Francis, 2023. Vol. 33, no 1, p. 7-21
National Category
Pedagogy
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-93993DOI: 10.1080/10528008.2022.2139624Scopus ID: 2-s2.0-85140979152OAI: oai:DiVA.org:ltu-93993DiVA, id: diva2:1709895
Note

Validerad;2023;Nivå 1;2023-04-13 (sofila);

Available from: 2022-11-10 Created: 2022-11-10 Last updated: 2023-04-13Bibliographically approved

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Ferreira, CaitlinRobertson, Jeandri

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