Revolutionising marketing education – a sociocultural approach to praxis pedagogy
本文结合弗莱雷的实践教学法和维果茨基的社会文化理论，提出一个整合框架，帮助营销教育者培养学生应对技术、环境和社会挑战所需的批判思维与合作能力。
Purpose This paper aims to examine 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. Design/methodology/approach 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. Findings This 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 socioculturally informed. Research limitations/implications It adds to the burgeoning literature on responsible marketing education offering a theoretical and practical framework. Practical implications 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. Social implications This approach is built on theory and exemplars directed at positive social change. Originality/value 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, socioculturally grounded and participatory.