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.
Athena Title
Multicultural Marketing
Equivalent Courses
Not open to students with credit in MARK 4550
Non-Traditional 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