Hispanic Marketing Communication

Welcome to Latino Marketing Communication. This is a unique mark discontinue of an interdisciplinary ammonia alum Certificate Program and an Undergraduate Minor at FSU. It is similarly part of a larger effort called The FSU Center for Latino Marketing Communication, the single one of its kind in the US.The designateed participants for this range ar savants who intend to be professionally involved in serving the US Latino securities industry as merchandiseers, service providers, advertisers, and/or advertising scheme developers. This fall allows the scholarly person to place him/herself among the few professionals in the US that understand the US Latino market. It should be clear that your proactive participation in this course pass on determine the extent to which you pull up s betroths benefit from the knowledge and class period that the course offers. Many convergence and service providers, and their ad agencies, in the US argon actively pursuing the Latino market.There are many call opportunities for those who can show competence in addressing the needs and wants of US Latinos. order The course is designed for active participation. The preaching forums can be utilise to discuss any questions, comments and observations that students want to make related to the weekly case or Latino Marketing Communication in general. apiece student is expected to participate in meaningful interventions throughout the semester that indicate knowledge of the assigned material. In addition, the course exit consist of weekly readings, force blockage presentations, papers, and/or password topics.The Library on Blackboard will be used to make many class materials available. TEXTS The following textbook is REQUIRED 1) Latino Marketing A cultural Perspective by Felipe Korzenny, Betty Ann Korzenny (2005). Publisher Butter expense-Heinemann- Elsevier. You can find this book at the university bookstore or on Amazon. com. Please make sure you st art the text by the second week of class. In addition, a list of recommended readings will be affix on the course website. OBJECTIVES At the end of the semester the student will be able to Describe the US Hispanic market match to its salient characteristics Enumerate the factors that make the Hispanic market different from separate(a) culturally unique markets deduce the dynamics that influence the uniqueness of the market Interpret Hispanic cultural patterns in a marketing cloth Identify strategic elements that enhance the communication between the marketer and the Hispanic consumer. Analyze and create segmentation come neares for r severallying the Hispanic market Understand measurement and other methodological issues that influence how Hispanic marketing interrogation should be conducted Conduct a Hispanic marketing study to fill a marketing strategy Generate a marketing strategy base on an understanding of the Hispanic market and its segments Generate spatial relation statements that will meet with success in the US Hispanic market Generate an advertising execution for the Hispanic market Address honourable issues in Hispanic and culturally based market COURSE SCHEDULE, TOPICS, AND ASSIGNMENTS *The instructor has the right to change the syllabus. WEEK TOPICS Week 1 Introduction to the course May 10 Course organization Icebreakers/Introductions Week 2 Hispanic Marketing A cultural Perspective, Chapter 1 May 17 The routine of Culture in Cross ethnic Marketing The importance of acculturation in marketing Culture Why a cultural approach to marketing? A psycho-socio-cultural approach The paradox of social class cross styluss cultures Shared perceptions, motivations, beliefs and values It is not a race A popular heritage A common oral communication Media facilitates particular proposition targeting Geographic niggardliness A cultural perspective makes the difference Week 3 Hispanic Marketing A ethn ical Perspective, Chapter 2 May 24 Characteristics of the Hispanic Market Demographic visibleness Geographic profile Economic profile Ethnic profile heathen and Historical origins and backgrounds Immigration to the US and its encounter on the US Hispanic market Week 4 Hispanic Marketing A Cultural Perspective, Chapter 3 May 31 What makes Hispanics Hispanic? The issue of self recognition Reference groups and Hispanic self identification Hispanic vs. Latino vs. specific country of origin Labels and their implications How do Hispanics think of of themselves? Week 5 Hispanic Marketing A Cultural Perspective, Chapter 4 June 7 Language and culture. Code switching, Spanglish. The Sapir-Whorf Hypothesis. What do Hispanics speak? The issues of Code shift The Sapir-Whorf Hypothesis as it relates to the importance of language use Purism vs. ragmatism in language usage The overlap between language and culture Week 6 Hispanic Marketing A Cultural Perspective, Chapter 5 June 14 Enculturation, acculturation, segmentation, stereotypes, assimilation. Cultural acquisition Acquisition of a second culture Abandonment of the low culture in favor of a second culture additive models of acculturation Multidimensional models of acculturation Acculturation segmentation Acculturation by life-stage segmentation A multicultural future? The impact of stereotypes and auto-stereotypes on acculturation, self-esteem, and consumer behavior Week 7 HispanicMarketing A Cultural Perspective, Chapter 6 June 21 Cultural archetypes and dimensions Monochronism Monomorphic and polymorphic leadership Individualism and collectivism Androgyny Cultural attributions Cultural perception of Money Home Debt Happiness Death Parent- pincer relationships Religion kinship with nature Position in the cosmos Guilt vs. Shame sexual urge relationships and expectations Food and hunger Hot and cold Morning, day and night Machismo and Marianismo Child centeredness Health remedies and medicine Week 8 Hispanic Marketing A Cultural Perspective, Chapter 6 June 28 Cultural archetypes and dimensions, continued Week 9 Hispanic Marketing A Cultural Perspective, Chapter 7 July 5 culturally Informed Strategy Based on Grounded investigate The Cultural Research Paradox The Paradox of Linguistic Equivalence Cultural bias and normalization Use of scales Choice of data collection approaches Qualitative approaches Quantitative approaches The report card Planner Week 10 Hispanic Marketing A Cultural Perspective, Chapter 8 July 12 U. S. Hispanic Media Environment and Strategy Television radio set Print The Movie Theater The Internet Grassroots, Networks, Promotions A new way of thinking Week 11 Hispanic Marketing A Cultural Perspective, Chapter 9 July 19 The Evolution of Hispanic Marketing The origin of a market The story of the Hispanic market Week 12 Hispanic Marketing A Cultural Perspective, Chapter 10 July 26 The Future surface and futurism Removing obstacles Lifestyle and economic borders replace national borders The right and the wrong-ethics in Hispanic Marketing Week 13 Final Projects due Monday, August 2nd, forward midnight EST. Late projects will not be accepted. August 2 Assignments Each week, students will check the course website for the topic to be covered, the learning objectives to be achieved, and the homework assignment along with instructors notes about the assigned reading. Any assignments or questions that are part of an assignment will be posted on Monday by 500 p. m. E. T. All assignments are due on sunshine by midnight E. T. Written assignments and papers should be submitted via the appropriate link on blackboard or discussion board thread and should NOT be sent to the instructor as email attachments. Assignments will usually take the form of short written papers o r power point presentations. Each assignment is worth 10 points. discourse Board A percentage of your grade is based on your posts on the Discussion Boards.If you are required to post on the discussion board, it will be clearly indicated in that weeks assignment. You must(prenominal) post at least twice to each discussion board, unless otherwise specified in the discussion board assignment. unrivalled post should be your resolution to the questions posed in the discussion board. The other post should be a thoughtful response to another students post. In order to receive credit, you must post your response to the posted discussion board questions by Thursday at midnight ET. In addition, you must post a response to another students post by Sunday at midnight ET. Your grade on the discussion board is based on participation.Each discussion board assignment is worth 10 points. However, in order to receive full credit for these posts, you must fulfill some basic requirements Posts s hould be a minimum of cl words Posts should be relevant to the topic being discussed, but should also attempt to introduce a new point of view or piece of entropy or otherwise further the discussion Posts should use correct grammar, punctuation and vocabulary appropriate for a university-level course. Misuse of the discussion boards will not be tolerated. Final Project Individual students will prepare a 10 15 page paper (excluding tables and exhibits). You book two options.Students (especially professional students) are encouraged to choose a utmost project which is relevant to their own field of expertise and interest. Students should begin seek and planning for their final projects as soon as possible. The instructor and mentors are available to help you find resources, guide your research, etc. Please conceive the wealth of resources available through the course library and the FSU library online databases. Notes that cod to all documents -Should be typed in Serif 12 poi nt boldness (Times, Arial, Century, etc. ) double-spaced with one-inch margins -Should have table of contents -Should have a cover page with the projects and students information -Each section should have a subtitle to identify it All appendices should be included at the end of the document with adequate reference to them in the body of the paper -References cited page should be included, in APA format pick A) A strategy document on how to market a specific product to a specific target in the US Hispanic market. The paper will include 10 points for each of the following skunk points (points will be deducted for going far under the page requirement, not backing up arguments with relevant research, etc. ) a. Definition of the problem including product and competitive environment (2 pages) b. Statement of the marketing objectives (1 page) c. Target segment and its excuse (1 2 pages) d. Identification of media resources and strategy (2 3 pages) e.Positioning and put across strate gy based on consumer insights, part of which could be from personal interviews (2 3 pages) f. Test of message and media approaches, which could be based on focus groups, personal interviews, etc (2 3 pages) g. Guidelines for executing (1 2 pages) h. Suggestions for the evaluation of effectiveness (1 2 pages) 10 points for grammar, punctuation, style, etc. 10 points for correct citation of sources TOTAL 100 points Option B) Students may also choose to create a state of the art paper on a specific marketing vertical. Examples of past vertical reports are posted in the course library. Suggested verticals Automotive Financial Services Telecommunications Pharmaceuticals Heath accusation Packaged Goods Travel and Hospitality Each paper is expected to have the following sections 20 points for each of the following bullet points (points will be deducted for going far under the page requirement, not backing up arguments with relevant research, etc. ) a. Introduction and importanc e of the vertical chosen (1 2 pages) b. Review of the relevant trade and academic literature (4 5 pages) c. chief(prenominal) trends and findings under descriptive headings (4 5 pages) d. Conclusions and recommendations (1 2 pages) 10 points for grammar, punctuation, style, etc. 10 points for correct citation of sources TOTAL 100 points EVALUATION Assignments 30% Discussion board posts 30%Final Project25% Participation 15% Late assignments and discussion board posts will be penalized 20% per day. The grading scale is as follows A 94-100 B- 80-82 D+ 67-69 A- 90-93 C+ 77-79 D 60-66 B+ 87-89 C 73-76 D- 60-62 B 83-86 C- 70-72 F