The intertwining of Western and Indigenous worldviews in education – An Aotearoa New Zealand case study in marketing education

Abstract

This session explores the integration of Te Ao Māori (the Māori worldview) and kaupapa Māori (Māori ideology) in education practice, within the marketing discipline. The authors’ empirical investigation on marketing practitioner’s perspectives on the use of Māori cultural elements highlighted a gap in existing education offerings, which saw the development of a bi-cultural marketing course. However, scaling this in a way that is respectful and student-centric remains a challenging endeavour for Indigenous and non-Indigenous educators alike. This session will draw out practical insights for those wishing to bring together differing, but complementary, knowledge streams in marketing and beyond.