Focuses on applying marketing principles to multicultural
consumer segments in the United States. It is designed to help
students develop an understanding of various multicultural
consumers in the U.S. and learn how to effectively reach them
through various marketing tools.
Athena Title
Multicultural Marketing
Equivalent Courses
Not open to students with credit in MARK 4550S
Prerequisite
MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001H or MARK 3001E
Grading System
A - F (Traditional)
Student learning Outcomes
Students will review and understand the scope and importance of multicultural marketing.
Students will describe and apply concepts and strategies that companies use in targeting different racial and ethnic consumer groups.
Students will identify the market potential, buying patterns, and other characteristics of selected racial and ethnic groups.
Students will explain what race is, what is racial/ethnic identity, what does it mean to be "ethnic" or a "minority."
Students will describe what marketers can do to enhance the valuing of diversity in the marketplace and being more culturally sensitive to customers from diverse backgrounds.
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
Institutional Competencies Learning Outcomes
Social Awareness & Responsibility
The capacity to understand the interdependence of people, communities, and self in a global society.
