Ethnic Marketing and Multicultural Business

Catalog description

Ethnic marketing in the United States from an interdisciplinary perspective. Strategic value of diversity, segmentation, ethnic market research, utilizing the ethnic media, and marketing to various ethnic groups including African-Americans, Latinos, Asian-Americans, and others. Contribution of ethnic entrepreneurs and ethnic businesses to the economy. Interdisciplinary readings, current general and trade press material, cases, and relevant census data will be used. (This course is the same as Puerto Rican and Latino Studies 4515.)