Top Three Course Takeaways
- How multicultural consumers are social influencers.
- Understand ways in which stereotypes can influence marketing messages, and the precautions marketers should take to avoid stereotyping.
- Learn what it means to market to subcultures.
Course Topics
- Marketing to Multicultural Consumers in the United States – An Overview
- Marketing to African Americans
- Marketing to Asian Americans
- Marketing to Caucasian-Americans
- Marketing to Hispanic-Americans
- Marketing to Gay Americans
- Marketing to Mature-Americans
WORKLOAD: (8-10 hours per week)
This course explores culture and the diverse marketplace in the United States and globally. Students focus on understanding racial and ethnic groups, and how brands must engage different groups in appropriate and authentic ways through integrated marketing communications.
Course Learning Outcomes:
- Examine culture and how it impacts the way consumers receive and interpret marketing communications messaging.
- Discuss the ways in which stereotypes influence marketing messages and the precautions marketing communicators must take to avoid stereotypes.
- Analyze and create segmentation approaches for reaching culturally-specific markets.
- Identify ethical issues involved in marketing to culturally-specific markets.
- Collect, analyze and interpret data in order to build a multicultural marketing strategy.
