Revolutionising Marketing Education – A Sociocultural Approach to Praxis Pedagogy

This paper examines how the changing marketing landscape necessitates transformative learning approaches capable of preparing students for responsible and collaborative practice 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.
This is a conceptual piece integrating insights from Freire’s pedagogy and Vygotsky’s theory to propose a praxis pedagogies-based sociocultural framework for marketing education and ultimately employability.
The paper identifies a set of key technological, environmental and societal factors impacting marketing and marketing education. In response to these, an integrative framework is provided to prepare students for the current and future challenges arising. Given the nature of the factors identified, this framework proposes a pedagogical approach that is not only critical but also socio-culturally informed.
It adds to the burgeoning literature on responsible marketing education offering a theoretical and practical framework.
This framework provides marketing educators with practical tools. Grounded in praxis and sociocultural theory, it equips students with critical thinking and collaboration skills, preparing them as marketers in response to societal and technological challenges.
This approach is built on theory and exemplars directed at positive social change.
The novelty of this pedagogical approach derives from the unique integration of theoretical perspectives from praxis and sociocultural theories towards transforming marketing education and thus practice in directions that are sustainable, socio-culturally grounded, and participatory.