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This course will offer a broad and comprehensive concept of marketing to diverse segments. Students will be introduced to the dynamics of the diverse market environment, while identifying a target audience and how best to reach that audience. Content will focus on current research and references for marketing diversity. Students will be encouraged to expand current biases to diverse marketing approaches while providing the necessary skills involved in identifying and evaluating the unique characteristics of diverse market groups and their impact on stock value and company profitability. Guest speakers will be brought in to discuss real world challenges and successes of diverse marketing initiatives. The class format will include lecture, guest speakers, and class discussions. Rerquirements for the students are class participation, regular class attendance, and an individual case study. Prerequisite: Marketing Management.
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