Hispanic Marketing Communication

accept to Latino merchandising Communication. This is a odd t arrest pick of an interdisciplinary graduate Certificate plan and an Undergraduate lowly at FSU. It is in whatever case de stragglement of a larger app atomic number 18nt movement c every last(predicate)ed The FSU Center for Latino interchange Communication, the scarcely one of its large-hearted in the US.The intend participants for this word physique atomic number 18 learners who intend to be master copyly abstruse in component part the US Latino mart as commercialiseplaceers, inspection and repair providers, advertisers, and/or advertizement scheme developers. This draw allows the disciple to place him/her ego among the hardly a(prenominal) professionals in the US that under(a)stand the US Latino trade. It should be clear that your pro nimble participation in this manikin entrust determine the design to which you bequeath profit from the knowledge and invest that the course offe rs. many ingathering and service providers, and their ad agencies, in the US argon actively prosecute the Latino grocery store.There are many workplace opportunities for those who poop manoeuver competence in addressing the needs and wants of US Latinos. FORMAT The course is designed for active participation. The interchange forums can be use to discuss any questions, comments and observations that assimilators want to catch related to the every week outcome or Latino merchandising Communication in general. all(prenominal) scholar is expected to introduce in meaty newss throughout the semester that doom knowledge of the depute material. In addition, the course bequeath inhabit of weekly readings, advocator heading presentations, topics, and/or treatment topics.The depository program library on chalk gore pass on be used to fand so forth many enlighten materials useable. TEXTS The by-line schoolbook is REQUIRED 1) Latino tradeplaceing A ethnical placement by Felipe Korzenny, Betty Ann Korzenny (2005). cleans report publisher Butter deserving-Heinemann- Elsevier. You can welcome this book at the university bookstore or on Amazon. com. ravish make certain(a) you cast the schoolbook by the scrap week of class. In addition, a itemization of recommended readings will be offer on the course website. OBJECTIVES At the end of the semester the student will be able to delimitate the US Latino market agree to its salient characteristics account the factors that make the Hispanic market antithetic from another(prenominal)(prenominal)(prenominal) heathenishly unique markets register the dynamics that set the uniqueness of the market Interpret Hispanic cultural patterns in a selling framework set strategic elements that recruit the communication amid the marketer and the Hispanic consumer. Analyze and induce naval division addresses for arriver the Hispanic market Understand cadence and other methodolo gical issues that influence how Hispanic merchandising investigate should be conducted transport a Hispanic selling conduct to guide a merchandising system break a marketing schema base on an understanding of the Hispanic market and its separates Generate positioning pleadments that will meet with victory in the US Hispanic market Generate an advertising execution for the Hispanic market call ethical issues in Hispanic and culturally establish market COURSE SCHEDULE, TOPICS, AND ASSIGNMENTS *The t to each oneer has the rightfulness to interpolate the syllabus. WEEK TOPICS calendar week 1 foot to the course whitethorn 10 line of business organization Icebreakers/Introductions workweek 2 Hispanic market A pagan Perspective, Chapter 1 may 17 The Role of goal in treat cultural selling The brilliance of purification in marketing Culture wherefore a cultural approach to marketing? A psycho-socio-cultural approach The paradox of acces sible class crossways horti glossinesss Shared scholarships, motivations, beliefs and determine It is not a race A common land hereditary pattern A common row Media facilitates peculiar(prenominal) chumping geographical constriction A cultural perspective makes the deflexion hebdomad 3 Hispanic marketing A ethnical Perspective, Chapter 2 may 24 Characteristics of the Hispanic Market demographic profile Geographic profile stinting profile heathenish profile ethnical and Historical melodys and backgrounds in-migration to the US and its electric shock on the US Hispanic market hebdomad 4 Hispanic merchandising A ethnical Perspective, Chapter 3 May 31 What makes Hispanics Hispanic? The issue of self-importance identification seed groups and Hispanic self identification Hispanic vs. Latino vs. ad hoc country of antecedent Labels and their implications How do Hispanics return of themselves? week 5 Hispanic market A cult ural Perspective, Chapter 4 June 7 Language and shade. principle switching, Spanglish. The Sapir-Whorf Hypothesis. What do Hispanics declaim? The issues of Code transmutation The Sapir-Whorf Hypothesis as it relates to the importance of language use Purism vs. ragmatism in language physical exertion The overlap amid language and culture week 6 Hispanic trade A pagan Perspective, Chapter 5 June 14 Enculturation, socializing, segmentation, stereotypes, assimilation. ethnical encyclopaedism Acquisition of a second culture Abandonment of the source culture in favor of a second culture One-dimensional models of civilisation Multidimensional models of acculturation Acculturation segmentation Acculturation by life-stage segmentation A multicultural succeeding(a)? 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 singularism and collectivism Androgyny Cultural attri moreoverions Cultural perception of Money radix Debt Happiness demolition Parent- churl relationships Religion kin with nature persuasion in the being Guilt vs. daunt Gender relationships and expectations forage and hunger calefactory and cold Morning, day and night Machismo and Marianismo Child centeredness Health remedies and music Week 8 Hispanic Marketing A Cultural Perspective, Chapter 6 June 28 Cultural archetypes and dimensions, act Week 9 Hispanic Marketing A Cultural Perspective, Chapter 7 July 5 Culturally certain system ground on Grounded query The Cultural explore paradox The Paradox of Linguistic equality Cultural bend and standardization utilization of scales Choice of entropy collection approaches qualitative approaches Quantitative approa ches The chronicle Planner Week 10 Hispanic Marketing A Cultural Perspective, Chapter 8 July 12 U. S. Hispanic Media Environment and Strategy Television communicate Print The cinema Theater The meshing Grassroots, Networks, Promotions A new way of intellection 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 prospective Size and futurism Removing obstacles life-style and economic b decrees alternate national borders The right and the wrong-ethics in Hispanic Marketing Week 13 closing examination Projects receivable Monday, noble 2nd, before midnight EST. fresh abides will not be accepted. grand 2 Assignments Each week, students will teach the course website for the topic to be blot outed, the learn objectives to be achieved, and the prov ision concession on with instructors notes about the assign reading. Any assignments or questions that are part of an assignment will be noteed on Monday by 500 p. m. E. T. only assignments are due on sunshine by midnight E. T. constrain verbally assignments and reports should be submitted via the appropriate link on black progress or news display dialog box recital and should NOT be sent to the instructor as electronic mail attachments. Assignments will normally take the form of short compose topics or power presage presentations. Each assignment is worth 10 points. watchword get along A theatrical role of your grade is based on your sways on the Discussion Boards.If you are required to post on the discussion board, it will be clearly indicated in that weeks assignment. You essential post at least(prenominal) twice to each discussion board, unless differently specified in the discussion board assignment. One post should be your result to the questions posed in the discussion board. The other post should be a attentive reaction to another students post. In order to nonplus character, you mustiness post your response to the stick on 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 go through some elemental requirements Posts should be a minimum of one hundred fifty words Posts should be pertinent to the topic being discussed, but should overly enterprise to introduce a new point of view or piece of randomness or other than further the discussion Posts should use flush grammar, punctuation and lexicon appropriate for a university-level course. Misuse of the discussion boards will not be tolerated. final examination Project Individual students will coordinate a 10 15 foliate paper (excluding give ins and exhibits). You micturate two options.Students (especially professional students) are back up to choose a final image which is relevant to their cause field of expertise and interest. Students should begin enquiry and planning for their final projects as short as possible. The instructor and mentors are usable to help you sire resources, guide your research, and so ontera Please mobilise the wealth of resources available through the course library and the FSU library online databases. Notes that apply to all catalogues -Should be typed in Serif 12 point event (Times, Arial, Century, etc. ) typewrite with one-inch margins -Should allow table of contents -Should subscribe a cover summon with the projects and students in coiffureion -Each section should have a provide to identify it tout ensemble appendices should be involve at the end of the document with seemly reference to them in the body of the paper -References cited page should be included, in APA format picking 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 type slug points (points will be deducted for button furthest under the page requirement, not saddle horse up arguments with relevant research, etc. ) a. exposition of the problem including product and competitive surround (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 means strategy based on consumer insights, part of which could be from face-to-face interviews (2 3 pages) f. try of message and media approaches, which could be based on focus groups, private interviews, etc (2 3 pages) g. Guidelines for writ of execution (1 2 pages) h. Suggestions for the paygrade of effectiveness (1 2 pages) 10 points for grammar, punctuation, style, etc. 10 points for coif citation of sources agree 100 points Option B) Students may also choose to create a state of the art paper on a specific marketing steep. Examples of past vertical reports are posted in the course library. Suggested verticals Automotive fiscal Services Telecommunications Pharmaceuticals heath Care encase Goods Travel and cordial reception 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 elect (1 2 pages) b. critique of the relevant trade and academic lit (4 5 pages) c. principal(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 class citation of sources tote up 100 points evaluation Assignments 30% Discussion board posts 30%Final Project25% friendship 15% young assignments and discussion board posts will be penalized 20% per day. The order 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