Enhancing Marketing Students’ Indigenous Cultural Competencies Through a Decolonisation and Authentic Assessment Approach
To prepare students for multicultural environments and understand consumers from different backgrounds, marketing educators must incorporate diversity into their curricula and recognise the importance of decolonisation by considering First Nations’ perspectives to promote reconciliation and better o...
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crsagepubl:10.1177/14413582241244568 2024-09-15T18:06:26+00:00 Enhancing Marketing Students’ Indigenous Cultural Competencies Through a Decolonisation and Authentic Assessment Approach Lambert, Claire Fong-Emmerson, Melissa Coetzee, Sonja D’Alessandro, Steven 2024 http://dx.doi.org/10.1177/14413582241244568 https://journals.sagepub.com/doi/pdf/10.1177/14413582241244568 https://journals.sagepub.com/doi/full-xml/10.1177/14413582241244568 en eng SAGE Publications https://creativecommons.org/licenses/by/4.0/ Australasian Marketing Journal volume 32, issue 3, page 203-211 ISSN 1441-3582 1839-3349 journal-article 2024 crsagepubl https://doi.org/10.1177/14413582241244568 2024-08-19T04:28:59Z To prepare students for multicultural environments and understand consumers from different backgrounds, marketing educators must incorporate diversity into their curricula and recognise the importance of decolonisation by considering First Nations’ perspectives to promote reconciliation and better outcomes. This paper reports on a novel approach of students working directly with First Nations businesspeople to gain an applied understanding of Indigenous cultural learning. The study examines the influence of this approach on students’ learning and cultural understanding, as well as how the teaching approach and authentic assessment design within the unit improve the confidence of students to apply these learnings and engage in culturally informed practices, both presently and in their future careers. Through embracing an applied learning experience and critical self-reflexivity, students gained a greater appreciation and respect for First Nations peoples resulting in a transformational shift in their attitudes, leading to greater empowerment, respect, competence and confidence in their cultural awareness to work with First Nations. The paper fills a gap in the literature by highlighting a teaching and learning approach that engages and builds students’ Indigenous cultural competencies within the marketing discipline through a strength-based approach, thus promoting cultural sensitivity and effective communication with diverse populations. Article in Journal/Newspaper First Nations SAGE Publications Australasian Marketing Journal |
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To prepare students for multicultural environments and understand consumers from different backgrounds, marketing educators must incorporate diversity into their curricula and recognise the importance of decolonisation by considering First Nations’ perspectives to promote reconciliation and better outcomes. This paper reports on a novel approach of students working directly with First Nations businesspeople to gain an applied understanding of Indigenous cultural learning. The study examines the influence of this approach on students’ learning and cultural understanding, as well as how the teaching approach and authentic assessment design within the unit improve the confidence of students to apply these learnings and engage in culturally informed practices, both presently and in their future careers. Through embracing an applied learning experience and critical self-reflexivity, students gained a greater appreciation and respect for First Nations peoples resulting in a transformational shift in their attitudes, leading to greater empowerment, respect, competence and confidence in their cultural awareness to work with First Nations. The paper fills a gap in the literature by highlighting a teaching and learning approach that engages and builds students’ Indigenous cultural competencies within the marketing discipline through a strength-based approach, thus promoting cultural sensitivity and effective communication with diverse populations. |
format |
Article in Journal/Newspaper |
author |
Lambert, Claire Fong-Emmerson, Melissa Coetzee, Sonja D’Alessandro, Steven |
spellingShingle |
Lambert, Claire Fong-Emmerson, Melissa Coetzee, Sonja D’Alessandro, Steven Enhancing Marketing Students’ Indigenous Cultural Competencies Through a Decolonisation and Authentic Assessment Approach |
author_facet |
Lambert, Claire Fong-Emmerson, Melissa Coetzee, Sonja D’Alessandro, Steven |
author_sort |
Lambert, Claire |
title |
Enhancing Marketing Students’ Indigenous Cultural Competencies Through a Decolonisation and Authentic Assessment Approach |
title_short |
Enhancing Marketing Students’ Indigenous Cultural Competencies Through a Decolonisation and Authentic Assessment Approach |
title_full |
Enhancing Marketing Students’ Indigenous Cultural Competencies Through a Decolonisation and Authentic Assessment Approach |
title_fullStr |
Enhancing Marketing Students’ Indigenous Cultural Competencies Through a Decolonisation and Authentic Assessment Approach |
title_full_unstemmed |
Enhancing Marketing Students’ Indigenous Cultural Competencies Through a Decolonisation and Authentic Assessment Approach |
title_sort |
enhancing marketing students’ indigenous cultural competencies through a decolonisation and authentic assessment approach |
publisher |
SAGE Publications |
publishDate |
2024 |
url |
http://dx.doi.org/10.1177/14413582241244568 https://journals.sagepub.com/doi/pdf/10.1177/14413582241244568 https://journals.sagepub.com/doi/full-xml/10.1177/14413582241244568 |
genre |
First Nations |
genre_facet |
First Nations |
op_source |
Australasian Marketing Journal volume 32, issue 3, page 203-211 ISSN 1441-3582 1839-3349 |
op_rights |
https://creativecommons.org/licenses/by/4.0/ |
op_doi |
https://doi.org/10.1177/14413582241244568 |
container_title |
Australasian Marketing Journal |
_version_ |
1810443866617151488 |