Multicultural Marketing Communication

Catalog description

America is experiencing the most profound demographic changes in a century. As a result, many marketers are adapting communications plans to take advantage of growing multicultural consumer segments. Effective communication to this "new America" is key to the long-term survival and success of any company in today's marketplace.The Multicultural Marketing Communication course will enable students to:-Recognize how cultural differences impact consumer behavior and apply this learning to the development of communication strategies-Assess similarities between multicultural and general market consumers and evaluate how marketers leverage these common traits to maximize communication impact-Apply understanding of African American, Hispanic and Asian cultural and social values to avoid monolithic thinking and stereotyping, a common pitfall in communicating to multicultural audiences