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

Abstract

ABSTRACT This study examines the impact of incorporating Diversity, Equity, and Inclusion (DEI) certification programs into higher education marketing curricula on students’ acceptance, competency in DEI topics, 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 determine whether DEI certifications in marketing curricula can influence students’ perceptions and attitudes toward DEI discussions in the classroom, as facilitated by their instructors. It assesses the role of instructors’ perceived credibility in DEI discussions and how DEI certification affects students’ willingness to engage in DEI discourse both within the classroom and in broader community contexts, including social media. The findings indicate a significant increase in students’ willingness to participate in DEI classroom discussions, suggesting that certifications can enhance classroom dynamics and acceptance of DEI messages. Further, it empowers them to engage in meaningful DEI discussions on social media post-certification. This research underscores the potential of integrating DEI certifications into marketing curricula to improve student engagement with DEI issues, contributing to a more inclusive and equitable societal discourse while creating responsible marketing professionals and engaged citizens.