As a marketing teacher with a background in sociology, the author aims to reveal the complexities of marketing as not merely a business function, but as a social institution influenced by power and identity. By integrating sociological concepts into lessons, the author encourages students to critically analyze the industry's practices, such as segmentation, branding, and consumer psychology. This approach shifts the narrative from viewing marketing as a neutral service to challenging the underlying structures and ideologies that define consumer needs and benefits, questioning whose interests are truly served.
Marketing is about social engineering, studying how choices are made, messages shape behavior, and identities are constructed. It is applied sociology.
As a sociologist, I teach my students to ask: Who defines needs? Who benefits from the system? And at what cost?
Collection
[
|
...
]