INCREASING INTERCULTURAL COMPETENCY IN STUDY ABROAD MARKETING CLASSES: IMPLEMENTING THE INTERCULTURAL DEVELOPMENT INVENTORY

Abstract

The importance of diversity and diversity education is becoming increasingly clear among businesses and in society. Colleges and universities are recognizing the necessity of expanding student outcomes to include intercultural competence to meet this requirement. Because of this increased importance, this study sought to examine the impact of a study abroad marketing course on students’ intercultural competency. Students enrolled in an upper-level marketing course completed a nine-day study abroad trip in Belize, where they were able to interact with diverse cultures. They also completed the Intercultural Development Inventory (IDI) as part of the class assessment at the beginning and end of the semester. To improve their IDI score, they received instruction, individual coaching, and completed individual assignments to increase their intercultural competency. Results show a significant positive increase in terms of developmental orientation toward other cultures at the end of the semester as compared to the beginning. These results provide insight and suggest best practices on how to increase intercultural competency in students in marketing education.

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