Marketing 438 - Multicultural Marketing

This undergraduate course will provide an overview of multicultural marketing in the United States. In today?s economy, it is widely recognized that the size and growth of multicultural populations is closely linked to successful marketplace performance of businesses. The class will provide an in-depth discussion and perspective on African American, Hispanic/Latino/Latinx, Asian American, Women, LGBTQIA+, people with different abilities and the youth market sectors. The class is structured as a seminar where mini-case studies, book and article readings will be discussed. A semester-long project will also be developed by the students and presented to the class at the end of the semester. When appropriate and available, guest speakers will be invited. At the end of the class, students will understand how to market to these growing segments. They will understand the influence these segments have on marketing and American popular culture, and how that influence diffuses to the mass market. Emphasis will be placed on both theory and practice. Students will be able to link learning from a wide array of business disciplines to see how changes in one area affect the growth of the company as a whole. Thus, this course will require students to apply knowledge across business functional disciplines, theoretical constructs, and practical applications.

Open to undergraduate Isenberg School of Management students only. Pre Req: MARKETNG 301