The shifting perceptions of a local police department

Abstract

Reports of excessive policing in the USA have resulted in fear and strained relationships between the local police and the communities they serve. This qualitative study presents the results of a unique experiential learning project conducted in a principles of marketing course at a historically black university in the USA where the student population is primarily African American. During the semester-long project, students were tasked with applying elements of the social marketing planning process in order to make recommendations to the local police department regarding the recruitment of women and minority police officers. Intergroup contact theory is used as the theoretical framework to analyse shifts in student perceptions of the local police department. Results of this study illustrate that students held more favourable perceptions of the police at the end of the semester when the project was completed. While limited in transferability due to its qualitative design, the results have implications regarding the potential value of engaging students of colour in collaborative projects that focus on problem-solving. Such projects may represent an opportunity to increase trust and to decrease tension between communities of colour and the local police.