Thursday, May 16, 2019

Hispanic Marketing Communication

Welcome to Latino marketplaceing Communication. This is a unique blood composition of an interdisciplinary alumna Certificate Program and an Undergraduate Minor at FSU. It is also part of a larger labour called The FSU Center for Hispanic Marketing Communication, the only one of its kind in the US.The intended participants for this course ar scholarly persons who intend to be professionally involved in serving the US Hispanic mart as commercializeers, helping providers, advertisers, and/or advertise dodging developers. This course allows the student to place him/herself among the few professionals in the US that understand the US Hispanic market. It should be clear that your pro prompt participation in this course go forth determine the extent to which you will benefit from the knowledge and practice that the course offers. Many product and service providers, and their ad agencies, in the US are actively pursuing the Hispanic market.There are many recitation opportunit ies for those who can show competence in addressing the needs and wants of US Hispanics. FORMAT The course is designed for active participation. The discussion forums can be used to discuss any questions, comments and observations that students want to make related to the hebdomadary topic or Hispanic Marketing Communication in general. Each student is expected to embark in meaningful discussions throughout the semester that indicate knowledge of the assigned material. In addition, the course will represent of weekly readings, power full stop presentations, storys, and/or discussion topics.The Library on Blackboard will be used to make many class materials easy. TEXTS The following text is REQUIRED 1) Hispanic Marketing A ethnic Perspective by Felipe Korzenny, Betty Ann Korzenny (2005). Publisher Butterworth-Heinemann- Elsevier. You can find this book at the university bookstore or on Amazon. com. Please make sure you shake the text by the second week of class. In addition, a list of recommended readings will be posted on the course website. OBJECTIVES At the end of the semester the student will be able to Describe the US Hispanic market according to its salient characteristics cast the factors that make the Hispanic market different from other heathenishly unique markets Understand the dynamics that function the uniqueness of the market Interpret Hispanic cultural patterns in a marketing framework unwrap strategic elements that enhance the communication between the marketer and the Hispanic consumer. Analyze and create segmentation come alonges for orbit the Hispanic market Understand measurement and other methodological issues that influence how Hispanic marketing research should be conducted Conduct a Hispanic marketing study to guide a marketing strategy turn in a marketing strategy ground on an understanding of the Hispanic market and its segments Generate positioning statements that will meet with success in the US Hispanic marke t Generate an advertising execution for the Hispanic market Address ethical 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 whitethorn 10 Course organization Icebreakers/Introductions Week 2 Hispanic Marketing A heathen Perspective, Chapter 1 may 17 The Role of Culture in Cross heathenish Marketing The wideness of glossiness in marketing Culture Why a cultural approach to marketing? A psycho-socio-cultural approach The paradox of social class across refinings Shared perceptions, motivations, beliefs and values It is not a race A common heritage A common language Media facilitates unique(predicate) targeting Geographic concentration A cultural perspective makes the difference Week 3 Hispanic Marketing A pagan Perspective, Chapter 2 May 24 Characteristics of the Hispanic Market Demographic profile Geographic profile Economic profile social profile Cultural and Historical origins and backgrounds Immigration to the US and its impact on the US Hispanic market Week 4 Hispanic Marketing A Cultural Perspective, Chapter 3 May 31 What makes Hispanics Hispanic? The issue of self identification Reference groups and Hispanic self identification Hispanic vs. Latino vs. specific country of origin Labels and their implications How do Hispanics think 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 Switching 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, assim ilation. Cultural skill Acquisition of a second culture Abandonment of the first culture in favor of a second culture One-dimensional 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-Child relationships Religion Relationship with nature prepare in the cosmos Guilt vs. Shame Gender relationships and expectations Food and hunger Hot and cold Morning, day and night Machismo and Marianismo Child centeredness Health remedies and medicine W eek 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 search The Cultural Research Paradox The Paradox of Linguistic Equivalence Cultural bias and standardization Use of scales Choice of selective information collection approaches Qualitative approaches Quantitative approaches The Account Planner Week 10 Hispanic Marketing A Cultural Perspective, Chapter 8 July 12 U. S. Hispanic Media Environment and Strategy Television Radio Print The photo 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 Size and futurism Removing obstacles Lifestyle and economic borders replace national borders The right and the wrong-ethics in Hispanic Marketing Week 13 terminal Projects out-of-pocket Monday, August 2nd, before midnight EST. previous(a) projects will not be accepted. August 2 Assignments Each week, students will check the course website for the topic to be even offed, the erudition 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 Sunday 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 netmail attachments. Assignments will usually take the form of short written papers or power dit presentations. Each assignment is worth 10 points. Discussion 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 post at least twice to each discussion board, unless other specified in the discussion board assignment. One post should be your response to the questions posed in the discussion board. The other post should be a thoughtful response to another students post. In order to receive point of reference, 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 should be a minimum of 150 words Posts should be relevant to the topic being discussed, but shou ld also attempt to introduce a new point of view or piece of information or otherwise further the discussion Posts should use go under 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 have two options.Students (especially professional students) are encouraged to choose a final project which is relevant to their experience field of expertise and interest. Students should begin research 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 remember the wealth of resources available through the course library and the FSU library online databases. Notes that apply to all chronicles -Should be typed in Serif 12 point font (Times, Arial, Century, etc. ) double-spaced with one-inch margins -Shou ld have table of contents -Should have a cover page with the projects and students information -Each section should have a provide 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 Option 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 bullet points (points will be deducted for sack 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 justification (1 2 pages) d. Identification of media resources and strategy (2 3 pages) e.Positioning and message strategy based on consumer insights, part of which could be from individualized intervi ews (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 capital punishment (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 add up 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 Care 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 importance of the vertical chosen (1 2 pages) b. Review of the relevant trade a nd academic literature (4 5 pages) c. primary(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 marrow 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

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