CIM Lecture 10 - Decolonising Marketing

Open Ended

Why are leaders hesitant? Discuss the concept of "Woke-Washing" (using social justice to build appeal without addressing structure) and "Career-Washing" (promoting ideal career values while ignoring poor working conditions).

Open Ended

Consider an activist brand's campaign (e.g. Dove Real Beauty or Patagonia). Map their campaing as on the surface and under the surface of the iceberg (what do they say vs. what they can do more). List in here.

Open Ended

Does this campaign challenge the 'hidden architecture' of the market, or does it merely polish the 'semiotic surface'?

Case

Act as a "Shadow Board" reviewing a new global marketing campaign for a luxury financial service. The campaign features a generic "successful executive" archetype.
Critically analyse how this campaign might alienate specific intersections using the source's prompt that marketing defines "ideal" roles.

Open Ended

Analyse through the lens of Gender + Class (e.g., Does the campaign rely on a "Macho Mindset" or "Empire thinking"?).

Open Ended

Analyse through the lens of Race + Geopolitics (e.g., Does it assume a "Global North" standard of modernity?).

Case

"Macho Mindset" of CEOs: "tough nut," "steamroller," and "empire thinking".
This means that expanding a brand is often viewed as defending "territory".

Case

In pairs discuss a "Decolonial Leadership Manifesto" for a multinational corporation entering a "Global South" market.

Open Ended

Now list three behaviours to STOP based on your discussion:

    ◦ Example STOP: Stop "Market Imposition" (imposing Western beliefs as best). Stop treating the Global South as a "Third World" to be modernised.

Open Ended

Now list three behaviours to START based on your discussion:

    Example START: Start "Restorative Justice" (reinstating indigenous rights/culture). Start "New Biases for Insight" (prioritising marginalised interests over 'neutral' data).