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Marketing education as a civilizing process: my thoughts post a roundtable discussion

I currently teach consumer culture and behaviour to undergraduate and postgraduate students at the Bournemouth Media School. This is my 9th year teaching; although I now specialise in consumer culture and research I have also taught marketing research and interactive media strategies. I have designed educational material for distance learning, mainly aimed at international students, and have been involved in various steering groups aiming to increase our share of the international student market. Most of my postgraduate students have been international students. In fact, I was an international student myself, having arrived in this country during 2000 to study marketing at a Masters level. I was born in Peru and then moved to neighbouring Bolivia, where I found myself working in the External Communications and Private Sector Development departments of UNICEF. My decision to specialise in marketing stems from my experiences there and UNICEF’s then desire to engage more with local markets and find new sources of income to fund its various projects. I now find myself in an interesting liminal position, where as a Peruvian I teach marketing to British and International students, but also as a returning émigré to her homeland I am now confronted with reflecting on how and where marketing is taught in Peru. I am increasingly interested in ‘marketeando’, a neologism invented by the Peruvian marketing industry to refer to how marketing is conducted to create and cater to Peruvian markets, ‘the Peruvian way’. Very Latin American notions such as ‘mestizaje’, ‘mediation’, ‘hybridity’, creaolisation come to mind. More specifically, I am intrigued by the new spaces that marketing inhabits and the new audiences it reaches. Far removed from the higher education sector, marketing now reaches thousands of self-enterprising micro credit clients. Marketing has been awarded a transformational role by the many NGOs and microcredit institutions, which see marketing education as aiding the transformation of the disenfranchised poor into self-enterprising subjects. However, how transformational it is and what kind of transformation takes place is yet to be seen.



Faculty of Media & Communication, Bournemouth University