In this eighth episode of BMI, we sit down with Dr. Lucy Gill-Simmen, Vice-Dean for Education & Student Experience at Royal Holloway Business School, to explore her recent publication in the European Journal of Marketing. We discuss how marketing education must evolve to meet the demands of today’s tech-driven and socially conscious world. From the impact of AI on learning to embedding ethics and sustainability in practice, Lucy shares how a sociocultural and praxis-based approach can prepare students not just for their future employability, but for responsible and reflective marketing practice.