In this paper we acknowledge the politics of marketing pedagogy. Given recent neoliberal developments and the turn against critical perspectives in some quarters, it is proposed that those scholars taking a critical approach to their pedagogic labours might want to consider reframing them as fostering ‘resistant curiosity’. We outline the parameters for a resistant (or critically curious) marketing pedagogy using the latest research from curiosity studies. Encouraging and scaffolding the development of resistant curiosity promises to facilitate reflexivity in lifelong learning and potentially opens the door to the social change that this world requires if it is to approach a basic level of intergenerational justice.
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