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Multicultural Marketing

Multicultural Marketing (IMC 622) reaches cultural sensitivity and prepares students to promote products and services to a diverse marketplace within the U.S. The course focuses on racial/ethnic groups in the U.S., and it also covers mature and gay/lesbian markets.

Course Learning Outcomes

Upon successful completion of IMC 622, students will be able to:

  • Explain what it means to market to subcultures within subcultures.
  • Identify the appeal of marketing to the Asian American subculture.
  • Analyze the ethical issues involved in marketing to American subcultures.
  • Discuss the ways in which stereotypes can influence marketing messages and the precautions marketers should take to avoid stereotyping.
  • Analyze the ways in which Hispanic consumers use social media.
  • Explain the ways in which marketers can speak to comsumers who are brand loyal to competing brands.
  • Contemplate the ethics of marketing potentially harmful products to vulnerable target markets.
  • Discuss current and future trends in marketing to gay Americans.
  • Research the strategies marketers commonly use to target mature Americans.


  • Introduction
  • The Evolution of Multicultural Marketing
  • Segmentation Consumer Identity in a Multicultural Society
  • Ethics Stereotyping in Multicultural Marketing
  • Marketing to Mature Americans
  • Marketing to Hispanic Americans
  • Marketing to African Americans
  • Marketing to Gay Americans
  • Marketing to Asian Americans
  • Succeeding in the Multicultural Marketplace

What students say about IMC 622

  • “I have always been intrigued with other cultures, so from the moment I started the IMC program I knew that I wanted to sign up for the Multicultural Marketing elective. Being able to better understand ethnic groups within the U.S. and how to effectively communicate with individuals in those groups proved to be an invaluable learning experience. This course got to the core of market segmentation, where multicultural consumers are more accurately categorized in subset groups in which marketing messages will resonate with them. Each week, the course provided thorough knowledge of a culturally diverse group including Mature Americans, Hispanic Americans, African Americans, Gay Americans and Asian Americans. We learned about each group’s demographics, psychographics, their presence in current media and, most importantly to me, how to create effective messages aimed toward individuals in these groups. A key takeaway from the elective is that ethnic groups will no longer be satisfied with seeing themselves in ads—they want to see messages that truly target them. Consequently, one of the challenges (and also rewards) with the weekly assignments was trying to find ads that didn’t just feature ethnic individuals, but that communicated a message that resonated with them. This course will continue to have relevance in the marketing industry as one in every three people in the U.S. associate with an ethnic minority. With this number expected to rise, communicators will need to continue to find ways to sell products and services to America’s increasingly diverse population.” - Tiffany Wright