Title
Incorporating Photovoice in the Marketing Curriculum to Increase Cultural Competence
Document Type
Article
Publication Date
9-30-2019
Abstract
Images are powerful. They help make the abstract concrete and allow the viewer to share the perspective of the photographer, giving the photographer a platform to communicate what may be difficult to express with words. Educators, institutions, accreditors, and students are seeking diverse and inclusive university environments, yet we often lack the critical dialogue necessary for achieving such outcomes. In response to student and employer imperatives, we propose the inclusion of photovoice to complement existing learning outcomes in the marketing curriculum. We discuss the implementation and evaluation of including photovoice into a semester-long client-based marketing research project. Experiential learning with photovoice increased interactions with diverse others and increased metacognitive cultural intelligence in comparison with a section taught with the standard approach.
Language
English
Recommended Citation
Pierce, Meghan E. and Longo, Jaime, "Incorporating Photovoice in the Marketing Curriculum to Increase Cultural Competence" (2019). Department of Marketing Faculty Work. 4.
https://digitalcommons.lasalle.edu/marketing_faculty/4
DOI
https://doi.org/10.1177/0273475319878825
Comments
Pierce, M., Longo, J. (2020). Incorporating Photovoice in the Marketing Curriculum to Increase Cultural Competence. Journal of Marketing Education, 42 (1),76-86.