MARK 6385 Hispanic Marketing
The main objective of the course is to enhance students' knowledge and application of Hispanic marketing theory and practice in order to expand and complete their view of marketing in general and improve their asessment of business opportunities and challenges in Hispanic markets. The course includes 1) a brief overview of the definition of Hispanic consumer, Hispanic market, and Hispanic marketing; 2) a structured analysis of Hispanic consumers, Hispanic markets and Hispanic marketing, including the role of culture and language, the process of acculuration, cultural drivers of Hispanic marketing, and issues of Hispanic research; 3) a profile of Hispanic businesses, the evolution of Hispanic marketing and the future of Hispanic marketing.
Offered
As scheduled