BUS 362 - Multicultural Marketing

Credits: 4

Culture provides a lens through which consumers understand themselves, others, and the world in which they live. Multicultural consumers of African American, Asian American, and Hispanic American cultural backgrounds currently comprise more than one-third of the United States population and represent immense buying power. Additionally, generational and LGBT consumer segments also impact the consumer marketplace. As a result, marketers in the United States today are increasingly challenged to understand how culture impacts consumer behavior and then translate these cultural insights into a culturally-relevant marketing strategy. In this course, students will learn to apply marketing principles to the rapidly growing multicultural consumer segments in the United States through relevant products and services, targeted positioning strategies, and effective promotional tactics.

Prerequisite: BUS 302 with a minimum grade of D or BUS 492 with a minimum grade of D
Restriction: Restricted to Undergraduate level; Class restricted to Junior and Senior BU