Multicultural Marketing
Welcome
Background
The U.S. population continues to diversify at an unprecedented pace. In order to achieve success in this heterogeneous society, marketers need both business acumen and cultural sensitivity. DePaul’s marketing department has responded by creating the Multicultural Marketing Program. This program provides a business education that leverages students’ connection to their own cultural communities. Graduates of our program can help companies reach diverse communities of consumers.
Description
The Multicultural Marketing is a specific concentration students receive within the Marketing Major. Students must complete the requirements for a regular Marketing Major and then Multicultural Marketing courses are added. The program is designed to prepare undergraduate students to identify, target and communicate to the increasingly fragmented marketplace, starting with the Hispanic market. Students learn how to identify opportunities and to choose the best strategies and tactics to address those opportunities.The curriculum includes courses in integrated marketing communication for multicultural markets, marketing across cultures and business communication. A minor is available for students from across the university who are interested in learning how to address with an increasingly diverse and global business environment. The program is designed to be relevant, disciplined and practical.
For a strategic framework and definition of multicultural marketing, please download white paper by Loida Rosario titled: "Multicultural marketing: A misunderstood concept and untapped business strategy".
Benefits of the Program
- Students receive a business education with a specialization in marketing to different cultures.
- Businesses have access to well-trained marketing professionals who are adept at communicating in a multicultural environment.
For general questions, please contact the Multicultural Marketing Program at 312-362-5546.