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.

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Athena Title

Multicultural Marketing

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Equivalent Courses

Not open to students with credit in MARK 4550

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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.

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Prerequisite

MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001E or MARK 3001H

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Grading System

A - F (Traditional)

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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.

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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

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Institutional Competencies Learning Outcomes

Social Awareness & Responsibility

The capacity to understand the interdependence of people, communities, and self in a global society.

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