Course ID: | MARK 4550S. 3 hours. |
Course Title: | Multicultural Marketing |
Course Description: | Focuses on applying marketing principles to multicultural
consumer segments in the United States. Designed to help
students develop an understanding of various multicultural
consumers in the U.S. and learn how to reach them effectively
through various marketing tools. |
Oasis Title: | Multicultural Marketing |
Duplicate Credit: | Not open to students with credit in MARK 4550 |
Nontraditional Format: | Course includes a service-learning project during the semester
that either employs skills or knowledge learned in the course or
teaches new skills or knowledge related to course objectives.
Students will be involved in the planning and implementation of
the project(s) and may spend time outside of the classroom.
Students will be engaged in the service-learning component for
approximately 25-50% of overall instructional time. Developing
and implementing an applied service-learning project in
multicultural marketing. |
Prerequisite: | MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001E or MARK 3001H |
Grading System: | A-F (Traditional) |
|
Course Objectives: | • Review and understand the scope and importance of
multicultural marketing.
• Understand and apply concepts and strategies that companies
use in targeting different racial and ethnic consumer groups.
• Understand the market potential, buying patterns, and other
characteristics of selected racial and ethnic groups.
• Understand what race is, what racial/ethnic is, what it means
to be “ethnic” or a “minority,” etc.
• Understand the purpose of categorizing people into different
racial and ethnic groups.
• Understand the difference between viewing America as
a “melting pot” versus a “salad bowl.”
• Learn what marketers can do to enhance the valuing of
diversity in the marketplace and being more culturally sensitive
to customers with diverse backgrounds.
• Develop and implement an applied service-learning project.
This project will help students develop an awareness and
understanding of the decisions, issues, and activities involved
in developing a multicultural marketing campaign.
Recommendations will be presented to corporate executives, your
instructor, and classmates. |
Topical Outline: | • The multicultural consumer and the marketing mix
• The influence of culture on marketing and advertising
to multicultural consumers
• Reaching Hispanic consumers
• Reaching African American consumers
• Reaching Asian American consumers
• Advertising agencies and multicultural consumers
• Ethics and social responsibility in selling to multicultural
consumers
• Developing and implementing an applied service-learning project |
Honor Code Reference: | All academic work must meet the standards contained in “A
Culture of Honesty” and the Student Honor Code. All students
are responsible to inform themselves about those standards
before performing any academic work. Please review the policy
at http://www.uga.edu.edu/ovpi/honesty/acadhon.html. Lack of
knowledge of the academic policy is not a reasonable
explanation for a violation.
Specifically for this class, all exams, quizzes, and homework
assignments are to be individual work. Each of the following
activities is considered to be a violation of test taking and
exercise taking procedures in this course. I will
automatically institute academic dishonesty procedures if any
of these activities occur.
• Reading another student’s exam booklet or scantron during an
exam
• Allowing another student to read your exam booklet or scantron
during an exam
• Sharing information with anyone about exam questions on an
exam which you have taken, prior to the time graded exams are
returned
• Recording, in any format, questions from any exam during the
exam period
• Having cell phones or other electronics visible during an exam
period
• Having an open backpack or notes, or review sheets, or
textbook content visible during an exam period
• Using any materials or any source other than your own
knowledge during an exam
• Collaborating (discussing approaches, possible answers) on
homework assignments
• Copying someone else’s homework assignment
• Asking another student to sign your name on the attendance log
when you are not present (you must earn attendance/participation
grade)
• Including the name of a team member who did not participate in
a submitted team activity
• Claiming an idea that is not your original work (all
references and supplemental materials must be cited on all
assignments)
• Turning in falsified documentation of any nature |