19-20 MN5051: Marketing- a Critical Introduction

This course offers an advanced programme in theorising critical marketing. Contrasting with ‘mainstream’ marketing management, the course engages with critical theorising and the growing body of literature in the field of marketing that sees marketing not only as a normative theory and practice, but also as a field strongly associated the intellectual traditions of managerialism, neoliberalism, and consumerism.

The course will then critically examine the practical utility, intellectual claims, ethical status, and political impact of marketing. The critiques are illustrated in relation to historical paradigms of marketing knowledge as well as the practical application of marketing in, amongst others, market relationships and cultures, marketing work, and consumer activism.