This piece develops and tests a research-based teaching approach for helping university students critically examine race in the marketplace and understand how marketing practices intersect with systems of power and inequality. It offers a concrete course design and assessment plan that other instructors can adapt to foster more equitable market thinking.
Key takeaways:
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Propose core components of “race in the marketplace” education (key marketing concepts, power relations, and strategic implications) so instructors have a shared roadmap for course or module design.
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Use a structured pedagogical process—scaffolded discussions, applications, and reflections—to move students from basic awareness to critical analysis and applied problem-solving around marketplace equity.
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Empirically evaluate the course’s effectiveness through text analysis and pre/post surveys, showing that intentional design can measurably deepen students’ critical engagement and preparedness to apply this lens in real-world marketing context.
Read the article.
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