Strategy and Marketing

Coloniality and Postcolonial Markets

Module code: N1653
Level 6
15 credits in spring semester
Teaching method: Lecture, Workshop
Assessment modes: Take away paper, Coursework

This module builds on and advances your prior knowledge by introducing decolonial and postcolonial theories to interrogate conventional Eurocentric concepts in marketing.

By providing case studies from marginalised communities, predominantly from countries in the Global South, the module examines historical colonial issues around race, ethnicity, gender, and classism such as discriminatory racial practices, targeting vulnerable consumers, and the impact of these practices on marginalized communities. In this way, challenging the dominant view opens up space for diverse perspectives and voices to be heard and for new marketing ideas and practices to emerge.

Module learning outcomes

• Demonstrate an understanding of decolonial and postcolonial concepts in marketing
• Demonstrate critical awareness of the impact of coloniality in marketing practices
• Critically reflect on dominant marketing concepts and practices
• Develop marketing ideas aimed to foster racial, class, and gender equality as well as responsible consumption and production.