MKTG 211 - Multicultural Marketing

5 CR

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.

Prerequisite(s): MKTG 101 or permission of instructor.

Course Outcomes

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
Collaborate with other students to 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
Collaborate with other students to develop a global integrated marketing plan
Create written and oral presentations for key stakeholders that demonstrate timeliness and attention to detail

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