Integrating Macromarketing and Transformative Consumer Research Into Doctoral Business Education

Journal for Advancement of Marketing Education

Transformative consumer research (TCR) and macromarketing are two critical emerging fields of business education that can develop critical thinkers capable of addressing pressing problems. The role that marketing plays in advancing sustainability and well-being is encouraged by these fields. However, there is a lack of attention to macromarketing and TCR in the top 50 marketing doctoral programs worldwide, which often prioritize quantitative modeling over these critical topics. The article promotes the Transformative Ethical Pedagogy Model (TEPM) as a framework for reforming education through systemic understanding, critical reflection, experiential learning, and dialogical engagement. We recognize the challenges that arise when incorporating TCR and macromarketing into PhD programs. However, without integrating TCR and macromarketing into curricula, we risk perpetuating outdated paradigms, limiting marketing’s potential for social impact. Educators can create separate courses on these topics or incorporate them into existing ones; but deferring a decision is not an option.