The role and importance of film in marketing education: educating future marketing professionals

Abstract

Marketing film can be a great source of inspiration and learning for people who want to work in the creative industry (marketing, advertising). The aim of this article was to identify the role and importance of film education in the training of professional competencies of marketing professionals. Although in the practice of marketing film is used variously and commonly as an effective medium for promotion and advertising, as a teaching medium it is used sporadically and occasionally. In the first part, the author, referring to the changes in the 20th and 21st centuries, identified the nowadays popular and considered effective types of marketing with a clearly increasing use of film, as well as the professional competencies of professionals in this field. The second part presented the diverse role and importance of film in marketing education, enriching the analysis with practical teaching tips, including suggestions for film titles and a sample lesson scenario. The third and final part of the article contains the results of a survey conducted in February 2024 among marketing students and academics, about a source of professional competencies and inspiration for working in the creative industry. Respondents indicated, among other things, that: an interest in increasing the frequency of film education, in deepening film production competencies, but also in a more thoughtful selection of the type of films and more accurate organisational and methodological decisions in the didactic process can increase their effectiveness and have a positive and motivating effect on the learning and engagement of future marketing professionals.