Course Description
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)
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 is race, what is racial/ethnic identity, 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 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
Syllabus