Purpose ‐ The purpose of this paper is to present a framework to integrate emergent management theory into graduate coursework using media and film. Design/methodology/approach ‐ The paper presents a qualitative and multi-year case study. Findings ‐ Media used to teach management theory must not remain static. It should be updated periodically to remain effective as a pedagogical tool. Research limitations/implications ‐ Further research should be conducted to examine long-term retention rates for information covered. Larger empirical studies should be conducted to verify findings. Practical implications ‐ There appear to be generational differences that suggest trainers, instructors, and professors need to match media-based pedagogical tools to their audience. Originality/value ‐ Few, if any, studies have addressed the need to update media imagery used as part of a comprehensive approach to teaching management theory and concepts.