TY  - JOUR
AB  - 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.
VL  - 5
IS  - 1
SN  - 2050-7003
DO  - 10.1108/17581181311310252
UR  - https://doi.org/10.1108/17581181311310252
AU  - Lim Ming
AU  - Svensson Peter
PY  - 2013
Y1  - 2013/01/01
TI  - Embedding critique in the university: a new role for critical marketing education?
T2  - Journal of Applied Research in Higher Education
PB  - Emerald Group Publishing Limited
SP  - 32
EP  - 47
Y2  - 2024/04/26
ER  -