The authors explore the value of incorporating macromarketing as an elective course in managerial marketing curricula. Authors review a course, Marketing, Society, and Government, that is framed by the philosophy that market forces, regulations, and economic conditions that impact businesses, society, and government are characterized by a constant state of change. Developing the skills necessary for analyzing these issues—identifying critical components, interpreting the effect on various publics, and so on—is as important as learning about the issues themselves. As such, the course emphasizes the development of critical thinking skills by exploring a holistic, macromarket view of marketing theory and practice. Students are challenged to revise their own worldview and their preconceived notions of marketing, society, and government. The course combines textbook readings, readings in market theory, case analysis, and written assignments.
Friedman, Thomas.1999. The Lexus and the olive tree. New York : Farrar, Straus, and Giroux.
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McCracken, Grant.1988. Culture and consumption: New approaches to the symbolic character of consumer goods and activities. Bloomington, IN; Indiana University Press.
