Document Type

Grant

Project Title

Breaking the Spiral of Silence: Enhancing Marketing Education with DEI Certification for Greater Classroom and Societal Impact

Principal Investigator

Ania Rynarzewska

Publication Date

12-2024

College or Department

Marketing

Award Date Range

2024

Award Amount

2640

Abstract

This study examines the impact of incorporating Diversity, Equity, and Inclusion (DEI) certificationprograms into higher education marketing curricula on students’ acceptance, competency in DEItopics, and perceived employment success. Against a societal backdrop marked by divisiveness and silencing of minority voices, known as the Spiral of Silence, this research aims to determinewhether DEI certifications in marketing curricula can influence students’ perceptions and attitudestoward DEI discussions in the classroom, as facilitated by their instructors. It assesses the role ofinstructors’ perceived credibility in DEI discussions and how DEI certification affects students’willingness to engage in DEI discourse both within the classroom and in broader communitycontexts, including social media. The findings indicate a significant increase in students’ will-ingness to participate in DEI classroom discussions, suggesting that certifications can enhanceclassroom dynamics and acceptance of DEI messages. Further, it empowers them to engage inmeaningful DEI discussions on social media post-certification. This research underscores thepotential of integrating DEI certifications into marketing curricula to improve student engagementwith DEI issues, contributing to a more inclusive and equitable societal discourse while creatingresponsible marketing professionals and engaged citizens.

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