Comprehension is the strongest of classic pillars still supporting the social technologies teaching. However, the pragmatic justification of non-standard attitudes in university courses gets its carte blanche at every turn and point in teaching marketing. Let us have a closer look at the intrigue of theory / pragma interaction, and we hope to achieve a fresher diagnosis for marketing courses in the twenty first century. Our research relies on comparing teaching experiences in Russia and Mexico when addressing students of business disciplines. Keeping in mind some absolute cultural variables that define regional youth experiences, we find out dominating semantics of understanding that drives new non-standard motivation for developing marketing skills. Globalization is never self-fulfilled at the start, but what we argue that globalization revives classic premises of education that freshly arrive as new universal invariant for youth social experiences. © 2023 Author(s).