MKTG 455: Ethnic and Multicultural Marketing Master Syllabus
Representative Syllabus
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Course Description
Ethnic and Multicultural Marketing offers an in-depth treatment in seminar format of contemporary topics in marketing and culminates in preparation of substantial paper and oral presentation. The course will examine Hispanic marketing and marketing to African Americans as a framework. These areas of multicultural marketing have been explored and documented better than many other areas. Students will extend what has been established in these areas to other potential market groups.
Course Objectives
The objectives of this course are to:
- Describe the marketing research process and the five primary research methods.
- Design and conduct a comprehensive marketing research study, inclusive of research questions. development, data collection, data analysis, data interpretation, and recommendation development.
- Demonstrate proficiency with tools used in marketing research, including focus groups, online surveys, and statistical analysis software.
Course Prerequisites
This course is designed as a seminar, integrating ideas and topics from a number of different marketing courses. This course will invite you to explore these ideas even further. It is a course for serious students.
Course Materials
The texts for the course are:
- Hispanic Marketing: The Power of the New Latino Customer, by Korzenny, Chapa, Korzenny, 3rd Edition, Routledge, 2017;
- Let me Explain Black Again, by Pepper Miller, Paramount Market Publishing, 2023
- Multicultural Intelligence Eight Make-or-Break Rules for Marketing to Race, Ethnicity and Cultural Orientation, 2nd edition, David R. Morse, Paramount Market Publishing, Inc., 2017;
- Marketing to the Ageing Consumer: The Secrets to Building an Age-Friendly Business, by Dick Stroud and Kim Walker, Palgrave Macmillan, 2013; and,
- Team Writing: A Guide to Working in Groups, Joanna Wolfe, Bedford/St. Martins, 2010.
Please note that ethnic and multicultural marketing is an emerging area of practice in marketing, and much of the discussion of the topic is in journals, trade publications and articles in the general press. I will provide you with additional reading materials from other sources during class. The discussions and presentations will be the basis for insights and deep understanding of key concepts. These materials will be the basis for examination questions. Materials will be available on the University’s Blackboard site for the class. Additional selected readings are available through the Libraries.
Guest speakers may be invited to join the class. They will discuss their areas of specialization and expertise; they will also provide you with insights into the field of ethnic and multicultural marketing. Your participation will be included in your assignments grade.
From time to time, class work and the text will be supplemented by suggestions for outside reading. These suggested materials will be for your interest and development, and they will not be the basis for examinations. If you are interested in a specific topic or section, please let me know. I will be glad to share bibliographies and titles from my library.
Course Overview
You will examine how Hispanic marketing, marketing to African-Americans, marketing to aging consumers, and marketing using multicultural intelligence in general can be adapted to other multicultural and ethnic groups. Students will examine all areas of the marketing mix, though much of the emphasis in the field so far has been in the area of Promotion. Ethics in this area of marketing will also be addressed.
Students will also explore a structured approach to working in groups.
At the successful conclusion of the course, you will be able to:
- Understand the key behavioral aspects of specific ethnic and multicultural groups as they pertain to marketing
- Use segmentation as a way to reach specific ethnic and cultural groups
- Adapt a marketing mix to satisfy the wants and needs of specific target populations
- Understand how contemporary marketing issues are developed and how competitive advantages may be gained by companies
- Gain a better understanding of demographic and behavioral data in the practice of marketing
- Understand the ethical challenges marketers face and develop a framework for making personal, ethical choices.
In addition, you will practice the kinds of skills necessary in marketing through the assignments and class work including:
- Working in small groups to address marketing issues
- Problem solving, individually and in small groups
- Business writing
- Thinking critically and making decisions with imperfect information
- Research capabilities as they pertain to marketing
Concentration and Program Learning Goals
Students majoring in the Marketing concentration will master the following by graduation:
- Research Competency: Research competency using library databases, secondary and primary sources of market and company information, and marketing data analysis skills.
- Marketing Strategies: Ability to formulate effective marketing strategies derived from an understanding of customer behaviors and application of marketing tools and concepts.
- Writing & Formatting: Communication and information literacy skills in the writing and format of the plan that are consistent with the marketing discipline.
By the end of the BS Business program, students will master:
- The social, global, ethical, and legal contexts of business and will be able to reflect on the role of the individual in business.
- The ability to apply knowledge of professional skills necessary for success in business including effective business writing.
- Technical and analytic skills appropriate for success in business.
- The ability to apply knowledge of core business disciplines including accounting, finance, information systems, management, marketing, and operations management.
- How research in the business disciplines contributes to knowledge and how such research is conducted.
Special Note
Discussions will include sensitive topics. While students are strongly encouraged to participate and discuss topics, at no point should a student reveal personal information that would make him or her feel uncomfortable or threatened. Every effort will be made to create a safe learning environment.
Please see the Community Standards of Behavior of the College of Business (page 8 of this syllabus).
Class Structure
This class is a seminar. Students are expected to develop and expand the topics through discussion and critical thinking.
The course incorporates three basic elements or approaches—introduction of concepts through reading and discussion, application and development of these concepts through class discussions, and integration of the concepts into the group project. You will also develop your critical thinking skills as a foundation for the integration of the specific marketing and management concepts.
During the first weeks, the emphasis will be on the introduction of concepts. The middle section of the course will emphasize application of concepts. The end will emphasize integration of the concepts.
The quality of your learning will increase dramatically if you keep up with your readings, posted articles and attend guest speakers’ presentations. You will be provided with Reading Assignments to help you focus on the main concepts in the textbook chapters.
Your learning will be evaluated in three different ways:
- Examinations. The exams will follow the textbook sections.
- Class participation by responding with the assignments/discussions on blackboard.
- Group assignment. You will work with a group to develop a class presentation and written report. You will be evaluated as part of the group, and as appropriate, as an individual. The group will also evaluate the work of others in the group.
Grades
You may earn up to 1,000 points during the semester. Your grade will be determined by the number of points that you earn. Assignments and exams will receive numerical scores, not individual grades.
Points may be earned as follows:
| Examinations | ||
|
100 points | |
|
100 points | |
|
150 points | |
| Points from Examinations | 350 points | |
| Class Project | ||
|
20 points | |
|
10 points | |
|
100 points | |
|
10 points | |
|
100 points | |
|
10 points | |
|
100 points | |
|
100 points | |
|
10 points | |
|
460 points | |
| Participation | ||
|
70 points | |
|
120 points | |
| Total Participation | 190 points | |
| TOTAL Points To Be Earned | 1000 points | |
Final grades are not negotiated. You will have opportunities to earn points throughout the semester, and in a variety of ways. There is no rounding, there will be no opportunities for extra credit, and there is no curve. If you want to get a high grade, the time to work on it is during the course, not after the grades are posted.
Grade Scale
Your final grade for the course will depend on the total number of points you earn:
| Points Earned | Letter Grade | Grade Points |
|---|---|---|
| 930-1000 points | A | 4.0 |
| 900-929 points | A- | 3.7 |
| 870-899 points | B+ | 3.3 |
| 830-869 points | B | 3.0 |
| 800-829 points | B- | 2.7 |
| 770-799 points | C+ | 2.3 |
| 700-769 points | C | 2.0 |
| 600-699 points | D | 1.0 |
| Below 600 points | F | 0.0 |
The University considers a B to be a good grade. The Costello College of Business considers a B to be a good grade. I consider a B to be a good grade. There may be several A’s in the class, but an A is a grade that is not earned automatically.
Examinations
You will take three closed book, no-notes exams in the course—two exams during the course of the semester and a comprehensive final. The exams will consist of essay questions.
The exams will cover the textbook materials, and supplemental materials posted on Blackboard.
Any use of electronic devices (except your computer where you are working on) during the testing times will be interpreted as a violation of the University Honor Code. These devices include cellular phones, electronic translators, and similar devices, and all such devices must be turned off and out of sight during exams. Any student using such devices during an exam or any form of cheating during the exam will result in filing an accusation with the Office of Academic Integrity. There are recommended sanctions across the School for Honor Code Violations (please see Honor Code information here below).
Consistent with University policy, only provable, i.e., documented, absences due to personal illness or family emergencies constitute acceptable absences for missing exams. Preplanned weddings, vacations and deep-discount airfares are not acceptable excuses.
If an examination is missed, you must make up the exam within one week. Unless you have made prior arrangements, a missed exam will result in a penalty of 10 percent off the total for the examination.
You must read the texts. PowerPoint presentations, notes and summaries will help you understand the text, but they cannot be considered an adequate substitute for reading the texts.
Group Project and Evaluations
The class will be divided into small groups, and the groups will work together on the project to integrate the materials presented in the course. You will receive a specific assignment on the group project.
Group work is always a challenge, whether you are in school, at work or at play. The diversity of opinions and backgrounds will enrich the learning experience, but it brings additional challenges. You will explore a structured approach to working in groups that has been proven effective for student groups.
Each member of a group is responsible for making the group work. As an incentive, each member will confidentially evaluate all members of the group at the end of the semester. This evaluation portion of the grading will be applied to the course project points.
Part of the work on group dynamics is to focus on ways to resolve differences and deal with poor performance within the group. In extreme cases, and only with the instructor’s explicit and prior approval, a group may “fire” another member of the group. No student may be fired until it is clear that he or she will not work with the group. The group must first demonstrate attempts to resolve outstanding conflict. Students who are “fired” from the group will receive a zero for the assignment, and the firing group will receive a 10% penalty for the action. It is everyone’s interest to work effectively. In cases where the team member makes no effort to participate in the group work, the professor may waive the penalty. This will be handled on a case-by-case basis, and this is very rare.
Specific Responsibilities
To meet the course objectives, you will use reading, assignments, projects, discussion and research. Emphasis will be placed on learning and applying theories and techniques to a variety of situations.
Detailed reading assignments will be made during the course. Assignments will be posted on Canvas.
Class Participation
Marketing is enhanced by dialogue, and this class will be greatly enhanced when students actively participate. This is a seminar, and participation is a fundamental part of the course design and structure. Marketing in general requires participation, dialogue and communications. Class participation is essential to develop communication skills and explore topics in depth. You are encouraged to participate in all discussion board assignments and communicate as much as possible with your fellow class mates.
To earn the full points, the student should:
- Post their answers, examples, insights and responses in class or as designated;
- Complete the assignments posted;
- Demonstrate having read assignments, thought about the issues and ideas, and analyzed materials;
- Build on the comments of others—disagreeing with respect where appropriate but also supporting the comments and integrating viewpoints;
- Share expertise and experiences relevant to the discussion;
You will be required to participate in marketing conversations as you develop your marketing career. This is good practice. Start now if you have not already done so.
You will also be evaluated separately by the members of your group in a peer evaluation.
Presentations, Written Reports and Research
All written reports should be neatly typed, legible and free of errors in grammar and spelling. Documents should be formatted as follows:
Single-spacing, Times New Roman or Garamond font, 12-point font, with one-inch margins. Pages after the first page must have a header showing the course title, assignment title and page number and the names of the group members listed alphabetically.
Use paragraphs and section headings and subheadings to organize your reports.
To cite and reference professional or academic sources, please use APA style. Specific instructions for in-text citations and referencing are found in the Publication Manual of the American Psychological Association, 6th Edition or at The Purdue Owl. To help manage the citations and seamlessly create reference lists, George Mason supports free software called Zotero.
Case study deliverables should have a title page showing a title for the assignment, course name and number, date due and the students’ names.
Part of the evaluation of each written assignment will be the quality of the writing, with specific emphasis on solid business prose and adherence to format requirements. I will also look for analysis and synthesis based on appropriate principles of marketing and comments or recommendations that are reasonable given the environment in which the organizations function. Additionally, organization, understanding, originality, breadth, depth of coverage and clarity of expression are important evaluation criteria.
Marketing is an evidence-based discipline, and you may find it difficult to find information. In practice, this is much more typical of a marketing situation than finding easy information. Competitive advantage comes from finding information not used by your competitors as a basis for plans and actions.
The class project requires a good deal of secondary research. The texts provide you with basic concepts and explanations. There is a wide range of supplemental material including academic texts, research, journals, popular books, internet-based sites, collections of anecdotes and more.
You may find it useful to conduct some primary research or basic ethnography or netnography to gather data for the project. In prior years, most student groups have done some, and they enjoyed doing so.
All assignments are due on the due date. Late work will not be accepted unless specific, prior arrangements have been made. If accepted late, late work will receive a 10% penalty off the grade. All work must be completed by the final examination.
Written reports and PowerPoint presentations should always be appropriate to the audience and demonstrate concise business prose.
Key Topics, Reading, Assignments and Exam Due Dates
| Week 01 | |
| Topics | Introduction to course; whiteness and the mainstream, ethnicity, segmenting and stereotyping; group dynamics |
| Readings | Korzenny: Chapter 1: Cultural Marketing: A new understanding Morse: Chapter 1: Melting Pots, Multiculturalism and Marketing to the New America Wolfe: Chapter 1: Planning Your Collaboration; Chapter 2: Project Management |
| Activity | Instructor will assign groups (up to 5-6 students to a group) |
| Week 02 | |
| Topics | Hispanic marketing; black marketing; group dynamics |
| Readings | Korzenny: Chapter 2: The Composition of the Hispanic/Latino market Stroud: Chapter 1: The ageing customer—a historical perspective Miller: Part 1: Chapters 1 & 2 Wolfe: Chapter 3: Getting Started with the Team Charter; Chapter 4: Getting Started with the Task Schedule |
| Activity | Discussion Board 1 due by Sep 3 |
| Week 03 | |
| Topics | Key multicultural groups, markets and segments |
| Readings | Korzenny: Chapter 3: Latino essence of “Hispanic” Miller: Part 2: Chapters 3 through 9 Morse: Chapter 2: Hispanic Americans; Chapter 3: African Americans; Chapter 4: Asian Americans; Chapter 5: LGBTQ Americans |
| Activity | Group Project Assignment: Team Charter and Task Schedule due by Sep 9 Assignment 1 – due by Sep 9 |
| Week 04 | |
| Topics | Aging consumer |
| Readings | Stroud: Chapter 2: Population ageing—situation analysis; Chapter 3: Introduction to physiological ageing—situation analysis; Chapter 4: Understanding customer touch points Wolfe: Chapter 05: Constructive Conflict; Chapter 6: Revising with Others |
| Activity | Group Project Assignment: Background: Choice of MC/ethnic group and industry due by Sep 16 Assignment 2 due by Sep 16 |
| Week 05 | |
| Readings | Korzenny: Chapter 4: Language considerations in marketing to US Hispanics |
| Activity | Discussion Board 2 due by Sep 23 Assignment 3 due by Sep 23 |
| Marketing Basics | |
| Week 06 | |
| Topics | Language and assimilation |
| Readings | Korzenny: Chapter 5: Enculturalization, acculturalization and assimilation: A bicultural horizon; Chapter 6. Latino subjective culture: insights for brand positioning |
| Activity | Exam One on Sep 30 Discussion Board 3 due by Sep 30 |
| Week 07 | |
| Topics | Cultural dimensions |
| Readings | Stroud: Chapter 5: The ageing senses; Chapter 6: The ageing mind; Chapter 7: The aging body Miller: Part 3: Chapters 10 through 15 Wolfe: Chapter 7: Communication Styles and Team Diversity; Chapter 8: Troubleshoot Team Problems |
| Activity | Discussion Board 4 due by Oct 7 |
| Marketing Specific Tools | |
| Week 08 | |
| Topics | Cultural dimensions |
| Readings | Miller: Part 4: Chapters 16 through 21 Korzenny: Chapter 6. Latino subjective culture: insights for brand positioning |
| Activity | Group Project Assignment: Segmentation Identification assignment due by October 14 Discussion Board 5 due by Oct 14 |
| Week 09 | |
| Topics | Research |
| Readings | Korzenny: Chapter. 7: Culturally informed research among Latinos Miller: Part 4: Chapter 21 |
| Activity | Assignment 4 due by Oct 21 Discussion Board 6 due by Oct 21 |
| Week 10 | |
| Topics | Communicating with the Multicultural Consumer |
| Readings | PowerPoint presentations included by the instructor |
| Activity | Exam Two due on Oct 28 Discussion Board 7 due by Oct 28 |
| Week 11 | |
| Topics | Communications and media |
| Readings | Korzenny: Chapter 9. The Digital World of US Latinos Miller: Part 5: Chapters 22 through 24 PowerPoint presentations included by the instructor |
| Activity | Assignment 5 due by Nov 4 Discussion Board 8 due by Nov 4 |
| Week 12 | |
| Topics | Marketing opportunities |
| Readings | Morse: Part Two: The Rules of Multicultural Marketing Stroud: Chapter 8: The meaning of “age-friendly” |
| Activity | Group Project Assignment: Marketing Mix Deliverable by Nov 11 Discussion Board 9 due by Nov 11 |
| Week 13 | |
| Topics | Conclusion |
| Readings | Korzenny: Chapter 10. The power of the new Latino consumers and the future of U.S. marketing Miller: Part 6: Chapters 25 through 26 Morse: Conclusion Stroud: Chapter 10: Creating an age-friendly strategy; Chapter 12: The future |
| Activity | Assignment 6 due by Nov 18 Discussion Board 10 due by Nov 18 |
| Week 14 (Thanksgiving) | |
| Activity | Assignment 7 due by Nov 25 Discussion Board 11 due by Nov25 |
| Week 15 | |
| Activity | Group Project Assignment: Final Written Report due by Dec 5 Group Project Assignment: PPT Presentation due by Dec 5 Discussion Board 12 due by Dec 2 |
| (cont’d) Week 16 |
|
| Final Exam: December 12 | |
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