ERIC Number: EJ1245193
Record Type: Journal
Publication Date: 2020-Apr
Pages: 11
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0273-4753
EISSN: N/A
Incorporating Diversity in Marketing Education: A Framework for Including All People in the Teaching and Learning Process
Journal of Marketing Education, v42 n1 p37-47 Apr 2020
The management of diversity and inclusion is a major challenge for businesses in developing inclusive products and marketing strategies focused on people with disabilities. Universities can foster positive attitudes toward inclusiveness if they facilitate student recognition of differences as assets and enable them to appreciate the creation of communities where different individuals are valued. This study analyzes the experience of an innovative undergraduate seminar on inclusive marketing based on social learning theory. Designed and conducted by a former marketing manager with visual impairment, together with university scholars, the course develops the learning potential of inclusive marketing strategies and tactics through role-playing exercises and case studies. By presenting the inclusive marketing seminar theoretical framework, syllabus, and impact on students' attitudes, this research analyzes an approach to training future marketing professionals and leaders to understand people with disabilities as important stakeholders and provides key insights for universities, companies, and governments in the application of inclusive marketing and communication strategies.
Descriptors: Marketing, Teaching Methods, Inclusion, Disabilities, Attitudes toward Disabilities, Undergraduate Students, Seminars, Socialization, Administrator Attitudes, Role Playing, Case Studies, Student Attitudes, Course Descriptions, Outcomes of Education, Communication Strategies, College Faculty, Pretests Posttests, Rating Scales, Foreign Countries
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Spain
Grant or Contract Numbers: N/A