•	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.

•	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

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 about exam questions on an exam 
        which you have taken with anyone, 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