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4.4 PART 3: TASH (THE BUSINESS CHANNEL: THE SOCIAL MARKETER)
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Tash, as a ‘Social Marketer’, conceptually defined marketing as both a management
technology and as a social process. Whilst the literal definition of marketing was accepted, this definition of marketing has been reinterpreted by her to include the sustainability dimension of marketing.
Tash made reference to the four Ps of marketing, which she considered an ‘ingrained’ part of what is learned in marketing, however she did not readily conceive of its relevance to the practice of marketing in a business context. Tash’s viewpoint favoured a practice-based ideology of marketing with a limited focus on the theoretical underpinnings like the four Ps.
In particular, Tash’s reference to academia’s unwillingness to change added to the notion of the epistemological stagnancy of marketing knowledge where topics such as sustainability (amongst others) remained obscured or absent from the curriculum. Although Tash’s interest in sustainability stemmed directly from her involvement with working in a sustainability-led business, it has altered her conceptual domain of the nature of marketing to be both a
management technology and a social process.
However, the practice-based approach to marketing dominated her perspective of the nature of marketing. This was seen in her approach to sustainability marketing, which was viewed as an actionable component of her marketing practice. Despite her acceptance of a practice- based approach to marketing, sustainability marketing in academia, was considered important for the marketing curriculum. In the next section, Tash’s views in relation to the core concept of marketing is discussed.
4.4.3 Tash’s perspective on the core concept of marketing
In the framing of a ‘Social Marketer’, Tash would view the core concept of marketing in relation to the concept of exchange or the transactional process of exchange. Tash’s reconceptualization of the nature of marketing moved beyond the conceptualisation of the
‘Apologists’. In particular, the acceptance of marketing as a social process by the ‘Social Marketers’ served as the point of departure between the two paradigms. This point of departure is further extended into the core concept of marketing.
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Social Marketers like Tash, have not ignored the transactional value of exchange. Instead, the transactional process moved beyond exchange to offer a broader exchange of social value.
Based on the statements offered by Tash in Figure 4.10, the core concept or subject matter of marketing for her should move beyond its existing framing to a practical based approach.
Figure 4.10: Tash’s statements- core concept of marketing
The fundamental theme that emerged from these statements of Tash related to the idea of change, and that change was needed in the marketing curriculum. The issue of academia’s limited response to change was reiterated and for Tash, signalled that marketing knowledge needed to become industry-relevant and industry-practicable.
The emphasis placed on marketing fundamentals in the curriculum, was for her a barrier that limited the possibilities for new knowledge in marketing. Additionally, Tash did not consider students as change agents. This was a similar view held by Randy and Daniel, where
students were considered powerless to effect a social change. Tash was a strong advocate for marketing knowledge evolving through practice from a management technology perspective and a social perspective. Further evidence of these viewpoints are reiterated in the next section which related to the scope of marketing.
4.4.4 Tash’s perspective on the scope of marketing
The scope of marketing dimension related to the conceptual boundaries of marketing being part of a business context only or being extended to society operationally or philosophically.
In the case of ‘Social Marketers” (similar to Tash), the scope of marketing is extended to society through the use of management technology with a broad social application. The statements in Figure 4.11, illustrated Tash’s thoughts on the subject.
1. “ …the style of teaching marketing has changed...lecturers have gone from a more academic to a practical approach... marketing fundamentals don’t change, they just keep on getting improved…” 1 2. “…not a change agent, not at all…you need experience and real life situations… to have that instinct to
monitor situations and gauge it for yourself and then to try it.” 4
3. “…new ways to market and new methodologies… new ways to view people and new ways to even conduct focus groups, new ways to gather information. It’s changing.” 4
95 Figure 4.11: Tash’s statements- scope of marketing
Tash’s experience within a sustainability focused business have altered her scope of marketing to be inclusive of the social domain. The references that she made to the new ways of marketing, in particular, sustainability marketing, further highlighted the extension of her scope of marketing beyond its economic and transactional focus.
Tash’s overall perspective related to elements in both academia and practice. This may be the result of her being both a marketing practitioner and a marketing student. As a result, Tash critiqued the undergraduate marketing curriculum as the promotion of pure marketing theory and whilst the postgraduate degree needed some theory, she felt that the marketing curriculum could have been broadened.
Tash expressed the view that the business response to sustainability issues and even
Corporate Social Responsibility was dominant. Business, she felt, offered more response by being actively involved in practicing sustainability and Corporate Social Responsibility.
Tash suggested that the practice-based epistemology which is industry led would allow for academia to offer a relevant and useful marketing curriculum. The practice-based
epistemology would extend the scope of marketing from its existing marketing theory to include social issues that can be applied to the business context of marketing. In the next section, the final dimension, namely, the primary responsibility of marketing will be discussed.
1. “I think the new focuses that we have such as sustainability, sustainability marketing, moving towards green marketing, better ways to even market, easier ways to market, viral marketing, viral
communication… hasn’t been present five-ten years ago, social marketing hasn’t been present. So yes, it has changed.” 2
2. “Undergraduate was an introduction…was scratching the surface…I think the honours degree… the fundamentals in first semester and then something more contemporary…they could have broadened the aspects of marketing.” 2
3. “…some corporations take a genuine interest, like my company in making sure that our resources are being taken care of, so businesses have been a lot more capable towards it…we’re not breaking the rules, but we also donate money to the Red Cross and that’s CSR and that’s another avenue, so we do both.” 5
4. “I think there should be like a university forum where a group of lecturers or whatever sit together and decide and see what people in industry are focusing on and look at it from a global scale as well.” 7
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4.4.5 Tash’s perspective on the primary responsibility of marketing
The primary responsibility of marketing for the ‘Social Marketer’ is both economic and social. Consequently, the promotion of economic efficiency is pursued together with social objectives such as environmental concerns and sustainability concerns. Figure 4.12 provided a summary of Tash’s statements that linked to the dimension of the primary responsibility of marketing.
Figure 4.12: Tash’s statements- primary responsibility of marketing
The economic aspect of marketing relevant to sales was evident in Tash’s statements.
Sustainability goals for Tash, did not preclude business from following economic objectives.
Tash believed that resources were renewable and would not alter the economic focus of their business.
As Tash indicated before, businesses are more involved in sustainability initiatives and Corporate Social Responsibility causes. Tash highlighted that there was a benefit accrued to being ‘sustainable’ from a business perspective. Hence, the economic and the social
dimension of business are intertwined within Tash’s perspective. Economic responsibility was prevalent for Tash, with a focus on sales and the ideology of consumption. For Tash, there was no ideological conflict between more consumption and sustainability.
The primary responsibility of marketing for Tash would be a combination of economic and social objectives. To an extent, the idea behind sustainability appeared to be driven from a business policy perspective.
1. “So, sustainability marketing in my industry is marketing our products and making the consumer and the customer aware that we do conduct our business in a sustainable manner.
We do make sure that resources are taken care of for the future and market our sustainable activities.” 5
2. “…businesses are a lot more eager to participate in sustainability marketing and focus on things sustainability from a corporate social responsibility benefit.” 5
3. “So we can promote sales, it doesn’t matter what we sell, we’re still making sure that stuff is still replenished…So it’s not something that you struggle with, that should we worry about consumption versus sustainability.” 6
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Tash’s portrayal highlighted her student experiences of curriculum and her practitioner experiences of curriculum. She perceived her academic marketing curriculum to be disengaged from the practical experience she received in the corporate marketing context.
She therefore experienced sustainability in a specific way, by working within the corporate context.
She appeared conflicted in her portrayal of sustainability being legitimised as part of the marketing curriculum. Her advocacy for a practice-based approach to marketing is a
dominant theme in her portrayal. Tash’s perspectives would place a sustainability marketing curriculum peripheral to a mainstream marketing curriculum. Although she advocated for curriculum change, it may be more conjecture than genuine.
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