What is it about?

This study shows that the use of film can be effective in teaching complex subjects such as diversity and inclusivity in marketing education. As compared to learning about diversity only through written materials, visual information can provide richer information about diversity groups such as the intellectually disabled.

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Why is it important?

Nowadays people, especially millennials are accustomed to using visual sources of information instead of relying only on written ones. Films in this context can be instrumental in conveying a wider sensorial experience where students can see and hear the subject. This can lead to also not just cognitive but also affective responses such as inducing higher empathy. The latter may be especially important when teaching diversity and inclusion.

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This page is a summary of: Using Films to Achieve Diversity Goals in Marketing Education, Journal of Marketing Education, October 2019, SAGE Publications,
DOI: 10.1177/0273475319878868.
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