MKTG 211 Multicultural Marketing • 5 Cr.

Description

Explores the large number of underrepresented communities and subcultures that exist within the United States, and how the field of marketing is trying to adapt and change to communicate authentically with these consumers. The class offers students practical, activity-based instruction along with lectures and case studies to provide context and ideas for application. Recommended: MKTG 101.

Outcomes

After completing this class, students should be able to:

  • Summarize the ways that diverse cultural groups in the US consume products and engage with marketing messages 
  • Consider how the explosion of hyper localized content and rich data sets about consumer audiences present opportunities and challenges around profiling and assumptions 
  • Develop a multicultural integrated marketing plan, with an appropriate strategy and culturally sensitive tactics 
  • Evaluate how marketing efforts can contribute to community building and creating alliances between brands and disenfranchised consumers