Multicultural Marketing

Catalog description

Prerequisites: MKT 301 or permission of Department Chair. Multicultural Marketing is the practice of creating marketing communication strategies which take into account the unique characteristics and insights of a particular ethnic audience. This course introduces concepts, theories, information and issues that impact marketing communication strategies for multicultural consumers in the United States. The intended participants for this course are students interested in learning about the largest ethnic/cultural segments in the U.S. and how to craft marketing communication strategies for these audiences.