Pedagogy and Relationship Marketing: Opportunities for Frame Restructuring using African Drumming

Abstract

This paper details the emerging need for relational skills in marketing. The challenges of fostering relational resources within marketing practice and pedagogy are then discussed. Next, the paper explores the value of experiential learning approaches in education and considers different experiential models for fostering relational resources. An African Drumming circle was chosen, because it offers exciting opportunities to explore relational principles both through the actual lived experience as well through the active exploration of the metaphor. The paper concludes that the drumming circle offers an interesting access to experiencing the movement from being an individual actor to collaborating as part of a wider network of actors. Thus, insights are generated at the level of lived experience as well as at a more metaphoric one. The paper therefore serves to foreground the role of pedagogy in Relationship Marketing