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Title: Embedding Critique in the University: A New Role for Critical Marketing Education?
Authors: Lim, Ming
Svensson, Peter
First Published: 2013
Publisher: Emerald Group Publishing Ltd.
Citation: Journal of Applied Research in Higher Education, 2013, 5 (1), pp. 32-47.
Abstract: This paper critically re-examines the role of the university as a site of (declining) social, cultural and political power and influence in the aftermath of the development of the „entrepreneurial university‟. 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 a novel answer by arguing 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. Using a historical-critical approach, and by conceiving of „critique‟ as a heterogeneous, multidimensional amalgam of both business and the humanities, the paper shows how a critical marketing education offers a pragmatic means of preparing university students to become active and critical voices of society.
DOI Link: 10.1108/17581181311310252
ISSN: 1758-1184
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © Emerald Group Publishing Ltd. 2013. Deposited with reference to the publisher's archiving policy available on the SHERPA/RoMEO website. This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here ( Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Appears in Collections:Published Articles, School of Management

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