Multicultural Marketing: The Theory and Practice of Marketing to Diverse Consumers
M&L tbd
Syllabus
Max M. Fisher College of Business
The Ohio State University
Adjunct Instructor: Paul Palmer, Jr. II.
513-404-9135
Winter, 2010
Course Overview
America is experiencing the most profound demographic changes in a century. Led by the growing statistical and buying power of Blacks, Latinos, and Asians, a loose coalition of minorities have been forced to forge their own identity in American culture -- even as they use and consume goods and services targeted to the general public. This shift in consumer buying power is not only transforming how products are developed, marketed, and bought, it also illustrates that diversity is the driving force of American capitalism.
Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this course explores how to develop successful marketing campaigns targeting Hispanic Americans, African Americans, and Asian Americans. We will utilize concepts identified in the textbook, coupled with discussions of current examples and case studies, to address the key issues that must be kept in mind when creating effective communications programs for ethnic consumers--from marketing mix elements to cultural norms and values.
This course provides students with insights into the minds and needs of the emerging ethnic consumer (i.e. hierarchy of needs, cultural biases, preferences, etc…). We will unlock some of the cultural “do’s and don’ts”, as well as “must haves and nice to haves” for the ethnic consumer, and explore how understanding these needs can help deliver strong, relevant marketing programs that can ultimately drive short and long-term business growth.
Learning Objectives:
The course is designed to study these key areas:
1. Highlight the demographic changes impacting the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges.
2. Provide an understanding of the strategic and financial importance of the multicultural consumer to the overall economy, as well as an individual marketer’s own business.
- With a balance of theoretical and practical perspectives, explore how to develop successful marketing campaigns targeting Hispanics, African Americans and Asian Americans.
- Utilizing current examples and case studies, we address the key issues that must be kept in mind when creating effective communications programs for ethnic consumers--from marketing mix elements to cultural norms and values.
- We identify key, fundamental elements in building and maintaining brand awareness and equity with the multicultural consumer.
Textbook and Required Materials:
Alfred L. Schreiber with Barry Lenson (2007), Multicultural Marketing: Selling to the New America, NTC/Contemporary Publishing: IL. ISBN 0-8442-2601-7
Supplemental readings (provided in a Supplemental Readings Packet) as indicated in the course syllabus below for each respective class.
Short Cases (for class discussion): provided in the Supplemental Readings Packet as indicated in the course syllabus below for each respective class.
Long Cases (for written group analysis and formal submission): each case to be distributed in the respective class as indicated in the course syllabus below.
o Case #1: tbd
o Case #2: tbd
Additional Readings: As obtained from the instructor through out the class
Evaluation and Grading
Performance in this class will be determined based on your ability to demonstrate knowledge and understanding of the material covered in the textbook and readings, class participation and discussion, written group projects, and an individual final summary exam.
Final grades will be determined by the following components:
Written Case study #1 100 pts
- Peer Evaluation – 25 pts
- Instructor Evaluation – 75 pts
Written Case study #2 100 pts
- Peer Evaluation – 25 pts
- Instructor Evaluation – 75 pts
Final Exam 150 pts
Class Preparation and Participation 50 pts
Total 400 pts (=100%)
Corresponding Letter Grades Earned:
Page 1 of 9
Grade Average / Grade Average / Grade Average / Grade Average93 – 100% / A / 83 – 86.9% / B / 73 – 76.9% / C / 63 – 66.9% / D
90 – 92.9% / A- / 80 – 82.9% / B- / 70 – 72.9% / C- / 60 – 62.9% / D-
87 – 89.9% / B+ / 77 – 79.9% / C+ / 67 – 69.9% / D+ / 60% / E
Page 1 of 9
1. Written Case Studies (100 points each, for a total of 200 points)
There will be 2 group case studies during the quarter. Each case is referenced in the schedule and supporting material will come from lecture and textbook topics. The case studies will include submission of a written report by each group, and oral presentation in class on the results of the groups work. The individual groups for each case study will be determined the day that the initial case materials are presented to the class.
Written case submissions are due by 12pm, and should be submitted both electronically to the instructor, as well as by hard copy. The submissions should be no more than 10 standard (8.5” x 11”) pages in length, including all necessary analysis, charts, graphs and appendices.
Criteria for Grading the Cases:
The analysis should be clear, concise, well organized, error-free and reflect an understanding and critical assessment of the major issues. Specifically, the dossiers will be graded on the following dimensions: (1) Content: the breadth of analysis and the quality of the summaries for each section (2) Skill: with which the relevant tools were employed and the reflective questions (3) Writing: clarity, conciseness, format and (4) Integration of key points or concepts discussed in class, articles and readings, the text or from guest presenters.
In addition, there will be an assessment made by each individual, through completion of peer evaluations, on the performance and participation of the other members of the group in the group activities. For each case, this assessment will be counted as 50 points (or 50%) of that individual case grade
Participation in Group Work
Each student needs to participate fairly in the group work. If a student is not doing so, the group must discuss the situation with the student. If no compromise can be made, and after discussing the situation with me, the group can divorce the student from the group. If a student is divorced from a group case, the group must discuss the divorce with the student and me at least five (5) full days prior to the assignment due date. Any student divorced from the group, must perform all work individually and will automatically lose one full grade from the grade assigned to the written assignments.
2. Final Exam (150 points)
The exam will be cumulative, and will consist of multiple choices, short answer, and other miscellaneous-type questions based on lecture notes, class discussion, case studies and textbook. Students are responsible for all topics in the assigned chapters of the textbook whether or not they were discussed in class. During the final exam, only a pen, pencil, correct pen, eraser, ruler and a calculator are allowed to be left on the table.
3. Class Participation (50 points)
Class participation grade for a student will be based on her/his class attendance, the instructor’s assessment of the frequency and quality of her/his participation during class discussion, and e- mail etiquette. Please turn in the BIO sheet so that I can make a more objective assessment of your participation. If the student misses a class, s/he is responsible for getting all the information (announcements, changes in schedule, etc) discussed in class that s/he missed.
Other
All case dates and exam dates are noted on the syllabus. Please make note of these dates and plan your quarter accordingly. With a valid written excuse, missed exams, cases, or assignments will be dealt with on an individual basis. Without a valid written excuse, missed exams, quizzes or assignments will result in a grade of 0 points for that assignment.
Students are encouraged to e- mail the instructor with simple questions of clarification, to
set-up appointments, etc. However, e- mail should not be seen as an alternative to class participation, asking questions after class, or meeting during office hours. Not all questions can be effectively answered by e- mail. The instructor reserves the right to respond to any e- mail question by suggesting a one-on-one meeting, or addressing the question during the next class session.
Student Expectations:
1. Attendance: Regular attendance is encouraged. In general, work related conflicts or overlapping requirements due in other classes are not valid excuses for missing project deadlines. In cases of valid family, health or safety emergencies, students must contact the instructor prior to the administration of the assignment.
2. Class Preparation and Participation: You are expected to have completed the assignments and be prepared to discuss their content. Class participation grades are the instructor’s subjective assessment of your demonstrated knowledge of the course content in the classroom. Students are encouraged to ask questions, to challenge each other and explore alternative points of view and to maximize learning. Each student should be an active learner, seeking to identify opportunities for self and organizational growth. You should be prepared for cold-calling in all class meetings.
3. Electronics: please do not bring Cell Phones, PDAs, PalmPilots to class. If you do bring them, please shut them off and keep them stored away during class.
o Cell Phones: Please turn them off (or place them on vibrate) at the start of class. Talking on the phone and texting during class is not an acceptable behavior. Please refrain from such actions out of respect for your classmates and the instructor!
4. Student Conduct: You are expected to adhere to the Ohio State University standards for academic integrity. Any instance of academic misconduct will result in a failing grade for this course.
Academic Integrity (ACADEMIC MISCONDUCT) :
Academic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. Thus, The Ohio State University and the Committee on Academic Misconduct (COAM) expect that all students have read and understand the University’s Code of Student Conduct, and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the University’s Code of Student Conduct and this syllabus may constitute “Academic Misconduct.” The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic misconduct as: “Any activity that tends to compromise the academic integrity of the University, or subvert the educational process.” Examples of academic misconduct include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work of another student, and possession of unauthorized materials during an examination. Ignorance of the University’s Code of Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you review the Code of Student Conduct and, specifically, the sections dealing with academic misconduct. If I suspect that a student has committed academic misconduct in this course, I am obligated by University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that you have violated the University’s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension or dismissal from the University.
Office Appointments:
I am available to discuss issues of concern to you on an individual basis by appointment. Please set up this appointment with me via email or phone. So that I can be better prepared for your visit, please give me general idea of the topic you’d like to discuss. Appointments are typically 15 minutes. If you believe you will require more time, please request a longer appointment. My office is in Fisher tbd.
Grade Appeal Policy:
Grades are intended to reflect the overall quality of performance of the student(s). If you think your grade on an assignment does not reflect the quality of your performance, submit a clear written explanation of your reasoning within one week after the return of your assignment. The written document need not be long, but must clearly identify the problem or issue of concern. I will consider all appeals. There will be no grading appeals after the one-week deadline has passed.
Schedule Summary:
The course consists of lectures and discussion, case studies and group projects.
Class # / Topics / Assignments1 / Class Overview and Learning Objectives
A bigger slice of the pie: the Growth of Multicultural Markets / Read Syllabus
Read Introduction to Multicultural Marketing
2 / Understanding the changing face of the American consumer in 2010 and 2040.
Quantifying the business opportunity that the ethnic consumer presents / Read Chapter 1: A Roadmap of the New America
Reading Packet: Supplemental Reading #1 Case: You need more than a road map
3 / How to be a successful marketer… thinking and attitudes that resonate with the multicultural consumer.
What are the pitfalls to overcome? / Read Chapter 2: Eight Keys to becoming a 21st century marketer
4 / Consumer Segmentation and Target Marketing.
Moving from Target Marketing to Ethnic Marketing / Reading Packet: Supplemental Reading #2
Reading Packet: Supplemental Reading #3 Case: Stake your claim in the multicultural market
Reading Packet: Supplemental Reading #4 Case: Pepsi puts interest before ethnicity
5 / Understanding the African-American Consumer. Who are they: understanding African-American Identity. Where to reach them? What are some of their unifying characteristics? / Read Chapter 3: Marketing to African-Americans
Reading Packet: Supplemental Reading #5: Case: Avon targets Black sales reps
6 / How do we reach the African-American Consumer? / Guest Speaker: African-American focused (i.e. Columbus Post, WXMG 98.9 FM, etc…)
Assigning of Written Case #1
7 / Understanding the Hispanic Consumer. Who are they: understanding Hispanic Identity. Where to reach them? What are some of their unifying characteristics? / Read Chapter 4: Marketing to Hispanics
8 / How do we reach the Hispanic Consumer? / Guest Speaker: Hispanic focused (i.e. Fronteras, WCPX-LP TV48, etc…)
9 / Understanding the Asian-American Consumer. Who are they: understanding Asian-American Identity. Where to reach them? What are some of their unifying characteristics? / Read Chapter 5: Marketing to Asian-Americans
Reading Packet: Supplemental Reading #6: Case: Korean rotating credit associations in Los Angeles
10 / How do we reach the Asian-American Consumer? / Guest Speaker: Asian-American focused (i.e. Asian-American Commerce Group, YAAPN, etc…)
11 / Learning in Practice Session #1 / Written Case #1 Due
Written Case #1 Presentations (groups 1-3)
12 / How to develop a sound multicultural marketing strategy that will lead to an impactful Marketing Plan.
How bring your strategy to life by executing a multicultural marketing plan, / Read Chapter 6: Writing the Marketing Plan
Read Appendix: Sample Marketing Program Proposals #1 and #2
13 / How Diversity raises the value and standards of business. How Diversity is the soul of creativity and how diversity is the soul of innovation. / Read Chapter 7: The Strategic Value of Diversity
Assigning of Written Case #2
14 / Leveraging the power of celebrity and intellectual properties with the ethnic consumer.
Guerilla and event marketing, the power of taking your brand, your product and your message to the ethnic consumer where they live, work and play. / Read Chapter 8: Ethnic Sponsorships and Event Marketing
15 / Understanding the Ethnic Media, including Advertising Agencies and their impact on the Multicultural Consumers / Read Chapter 9: Tapping the Power of Ethnic Media
16 / Examining key merging opportunities to engage the ethnic consumer. / Read Chapter 10: Poised for Growth: Marketing on the Ethnic Internet
Chapter 11: Multicultural Health Care
17 / Learning in Practice Session #2 / Written Case #2 Due
Written Case #2 Presentations (groups 4-6)
18 / Ethics & Social Responsibility: Selling to the Multicultural Consumer / Reading Packet: Supplemental Reading #7:
19 / Prospect for the future – how will the influx of multi ethnicities impact the business world going forward. / Read Afterword: What will the business of this century look like?
Preparation for Final Exam
20 / Learning in Practice Session #3 / Final Exam
SUGGESTED READING: