Ensinando marketing em escolas secundárias: um discurso crítico e filosofia da perspectiva da linguagem

Lukas Vartiak; Dagmar Caganova; Juraj Fabus; Miriam Garbarova

doi:10.22633/rpge.v29iesp4.20774

Authors

Lukas Vartiak Newton University https://orcid.org/0000-0002-9735-5945
Dagmar Caganova Newton University https://orcid.org/0000-0002-6834-6126
Juraj Fabus University of Zilina https://orcid.org/0000-0002-5969-1155
Miriam Garbarova University of Zilina https://orcid.org/0000-0001-6516-7360

DOI:

https://doi.org/10.22633/rpge.v29iesp4.20774

Keywords:

Marketing, Education, SWOT Analysis, Teaching Methods, Applied Linguistics

Abstract

This study analyzes marketing education in secondary schools from a language-centered perspective, viewing marketing as discourse in which students craft messages, negotiate meanings, and position audiences. Using speech-act theory, pragmatics, critical discourse analysis, and multimodal analysis, the research examines how classroom tasks and campaign simulations activate pragmatic resources, stance markers, and visual–verbal coordination. A mixed-methods design combined a survey of 40 students with lesson observations and artefact analysis. Results show that students appreciate interactive and collaborative activities but remain unsure about applying their knowledge beyond school, indicating transfer gaps. Linguistic analysis identifies frequent use of hedges, boosters, politeness strategies, Toulmin-style arguments, and metaphorical slogans aligned with visuals. The study recommends micro-interventions such as copy labs, stance editing, argument mapping, and visual–verbal checks, alongside partnerships with real clients. It concludes that explicit attention to linguistic resources improves learning, strengthens ties with applied linguistics, and prepares students to use language responsibly and effectively in marketing.

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Author Biographies

Lukas Vartiak, Newton University

Newton University, Prague Congress Centre, 5. kvetna 1640/65, 140 21 Prague, Czechia.

Dagmar Caganova, Newton University

Newton University, Prague Congress Centre, 5. kvetna 1640/65, 140 21 Prague, Czechia.

Juraj Fabus, University of Zilina

University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Communications, Univerzitna 8251/1, 010 26 Zilina, Slovakia.

Miriam Garbarova, University of Zilina

University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Communications, Univerzitna 8251/1, 010 26 Zilina, Slovakia.

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