Marketing & Society in the Classroom: The Scaffolded Controversies Approach

Abstract

In order to prepare students for the macro-level complexities of today's marketplace, educators need to foster deep and consistent critical thinking and problem-solving skills. Beyond a narrow focus on technical competence in their area of interest, this calls for challenging students to dissect and analyze scenarios that have no simple solutions. We propose a pedagogical approach that supports these goals by employing a scaffolded use of controversy statements. Building from discussion, to an active and measured use of debates, and, finally, to collaborative dialogue provides the opportunity for deeper and more inclusive understanding of society's challenges and the potential responses to them. We call this the “three D's of controversies” (D3C) approach, and provide an example of how it can be used in marketing classrooms.