Online Courses on Hispanic and Multicultural Marketing Open to All This Spring 2014

Register by December 1, 2013. 

The Center for Hispanic Marketing Communication at Florida State University offers the following online courses Spring 2014:

• Hispanic Marketing Communication (graduate)
• Hispanic Marketing Communication (undergraduate)
• Account Planning (undergraduate)
• Multicultural Marketing Communication (graduate)

These courses can be taken by themselves or as part of the undergraduate or  graduate certificate in Multicultural Marketing Communication. The links provided above lead to the certificate requirements that include descriptions of each one of the courses.

The courses start on January 6th and run until May 2nd, 2014.  Professionals, interested individuals, and students at other universities, who would like to participate in the Certificate programs or just by taking one or two of the courses are encouraged to apply. Online discussion boards allow for the exchange of ideas and  networking opportunities. The courses are asynchronous so students can work when their schedules allow.

For admission requirements CLICK HERE.   For more information about admissions please write or call: 

Anthony McDonald     

abmcdonald@fsu.edu             

850 645 9486

The application deadline is December 1, 2013, so act soon.

Watch this video for more information   CLICK HERE.

Visit the Center's site at http://hmc.comm.fsu.edu 

Hispanic and Multicultural Marketing Online Courses from Florida State University Starting August 2013

This Fall Florida State University offers the following Hispanic and Multicultural marketing online courses:

• Hispanic Marketing Communication - Undergraduate
• Multicultural Marketing Communication - Undergraduate
• Account Planning (with multicultural emphasis) - Graduate 

These courses are open to anyone in the United States or internationally. The undergraduate courses can be taken by anyone with an interest in the subject. The graduate course requires that the student has completed an undergraduate degree in any discipline.

These courses can be taken by themselves or can be taken as part of our undergraduate or graduate certificates in Multicultural Marketing Communication. The courses are part of the Center for Hispanic Marketing Communication, founded by Dr. Felipe Korzenny.

The courses start the last week in August and end the first week in December.  They are asynchronous so the student can take the courses at their own pace, and without a rigid schedule. Discussion boards online create ample opportunities for learning, besides the assignments and readings. This is a great forum for those already working to discuss Latino Marketing issues they encounter and to find new solutions. Groups of company employees can take a course and use it as a the focus of discussion in a seminar they may organize internally. Others, who are on their own may find these courses as a great networking opportunity.

Apply now because enrollment is limited and it takes about two weeks to get registered.

To apply and for more information please contact:

Anthony McDonald

abmcdonald@fsu.edu

850 645 9486

The main book for the course is "Hispanic Marketing: Connecting with the New Latino Consumer," By Felipe and Betty Ann Korzenny, Routledge, 2012.  CLICK HERE FOR BOOK DETAILS.  

Multicultural Marketing Communication Certificate at FSU

This Spring the Center for Hispanic Marketing Communication at Florida State University started offering a Graduate certificate that can be completed online by almost anyone with an undergraduate degree, anywhere in the country or the world. The full description of the Certificate can be read by clicking HERE. The graduate courses that compose the certificate are:

ADV 5415 Hispanic Marketing Communication- This course looks at the largest and fastest growing minority in the US and examines appropriate ways to culturally connect with them. Offered in the Spring Online

ADV 5605 Account Planning- Enables students to obtain cultural insights from consumers across different cultures and segments – Offered online during the Summer

ADV 5416 Multicultural Marketing Communication- Reviews cultural differences and similarities and provides the context for research projects to better understand the consumer communication and behavior of these emerging groups – Offered online in the Fall.

MMC 6469 Diffusion of Innovations- This course is an examination of various theoretical and practical issues pertaining to communication's roles in the diffusion of innovations across cultures- Currently only available in the classroom during the Summer, but since the Certificate allows for a course substitution, remote students can take a course in their own location in the classroom or online from another institution of higher learning upon approval of the administrator of the certificate.

For information about enrolling to the above online courses please contact Charlotte Suffront-Garcia at CSouffrontGarcia@campus.fsu.edu.

This is an exciting development and we invite inquiries and applications to the individual courses and the Certificate program.

We also started an undergraduate version of the certificate for those who have not completed an undergraduate degree.  You can see the description of the Undergraduate Multicultural Marketing Communication by clicking HERE.

Professionals: Online Course on Hispanic Marketing - Spring 2009

After four successful semesters, an online course in Hispanic Marketing Communication will be offered again this Spring by the Florida State University Center for Hispanic Marketing Communication. The Center, headed by Dr. Felipe Korzenny, is pioneering education in Hispanic Marketing Communication.

The online course is available to anyone interested and is particularly recommended for professionals currently addressing the Hispanic market, or those who would like to start a Hispanic marketing initiative. The course, during the last four semesters, attracted students from many industries across the United States and provided a forum for learning and discussion about strategy that enriched the practice of many these professionals. The course has become an opportunity to share experience in an integrated framework.

Students in the course have testified that participation in it enriches their experience via online discussions with other professionals, case studies, readings, and guest lectures. Joining the group is more than studying the discipline because it encourages thinking and sharing of practices and ideas. The course creates synergy for communication and links professionals that otherwise could not meet each other to discuss their common Hispanic marketing problems and solutions.

The Spring 2009 session has duration of fifteen weeks (classes begin January 6 and end April 24) and includes topics such as language use, Hispanic cultural insights for marketing, and case studies relating to Hispanic marketing. The course will also address research and marketing strategies. A certificate of completion will be issued to all non-degree seeking students who satisfactorily complete the course, and eligible students can receive three hours of undergraduate/continuing education credit. THOSE INTERESTED ARE ENCOURAGED TO APPLY IMMEDIATELY AS REGISTRATION IS LIMITED. REGISTRATION IS OPEN NOW! For application information contact Jennifer Boss at inquiries@campus.fsu.edu or by phone at 850 644 7551.

Old and New Media in the Multicultural Marketing Equation 2007

I am pleased to announce that The Florida State University Center for Hispanic Marketing Communication released today the first study of its 2007 series of reports on the Multicultural Marketing Equation. These studies conducted by Florida State University and DMS Research (an AOL LLC Company) highlight the commonalities and differences among major culturally unique groups in the United States in regards to important marketing issues. The first report of 2007 released today is entitled “Old and New Media Use.” It contrasts the use of television, radio, newspapers, and magazines with the use of the Internet, cell phones, and other new technologies by Hispanics who prefer English (HE), Hispanics who prefer Spanish (HS), African Americans (AA), Asians (A), and Non-Hispanic Whites (NHW).

I think this is a pioneer study because it emphasizes the complementarity between established and emerging media, and the degree to which the media habits are being driven by the soon to be new majority.

Key trends include:
Old media and new media share the attention of online consumers across different cultural groups. NHW tend to be laggards when it comes to new technologies while members of emerging minorities are venturesome and eager to explore. The typical alternative explanation for this is that these minorities are younger. This study, however, shows that after controlling for age, NHW continue to be laggards regardless of age.

The importance of the native language of consumers is evidenced in the degree to which A, HE, and HS use the media in a language other than English. They use these media in other languages proportional to their acculturation levels. That is not surprising per se but it does point to how the language of media offerings evolves and the importance that marketers have to place in going beyond language and more into connecting through other cultural avenues with these important emerging groups.

The report is available at http://hmc.comm.fsu.edu .

The study was conducted online with approximately 2500 respondents about equally divided by cultural/language group.

The Center for Hispanic Marketing Communication at Florida State University is a national hub for innovative research, education, and training of marketing professionals by means of a partnership between academia and industry. It is the primary source of knowledge and information about Hispanic marketing communication in the United States. The Center aims to promote a two way communication link between marketers and Hispanic customers.
Contact: Dr. Felipe Korzenny, (850) 644 8766

Online course on Hispanic Marketing

I am pleased to announce the first course on Hispanic Marketing Communication online.

Beginning in January 2007, an online course in Hispanic Marketing Communication will be offered by the Florida State University Center for Hispanic Marketing Communication. The center, headed by Dr. Felipe Korzenny, is pioneering education in Hispanic Marketing in the US.Dr. Korzenny states “we are proud to satisfy the demand of many marketers in US industry that have requested an online course in Hispanic Marketing Communication. This is the first online offering of its kind and will make the content of our on-campus courses available to anyone in the world with an interest in the subject.”The course is available to anyone interested and is particularly recommended for professionals currently addressing the Hispanic market, or those who would like to start a Hispanic marketing initiative. The online course is also available to Florida State University students not currently residing in the Tallahassee campus.

The course duration is of fifteen weeks (classes begin January 8 and end April 20) and includes topics such as language use, Hispanic cultural insights for marketing, and case studies relating to Hispanic marketing. The course will also address research and marketing strategies.
A certificate of completion will be issued to all who satisfactorily complete the course, and eligible students can receive three hours of undergraduate/continuing education credit.

THOSE INTERESTED ARE ENCOURAGED TO APPLY IMMEDIATELY AS REGISTRATION IS LIMITED. REGISTRATION IS OPEN NOW!

For application information contact Ashley Smith at advising@campus.fsu.edu or by phone at 850-644-8004.
To see the course description visit our webpage http://hmc.comm.fsu.edu/onlinecoursedescription.htm

About the Center for Hispanic Marketing Communication
The U.S. Hispanic marketing industry has experienced dynamic growth and a consequent need for trained professionals. Most advertising, public relations agencies, and marketing organizations encounter difficulties filling their Hispanic marketing positions. It is for these reasons that Dr. Felipe Korzenny founded the Center for the Study of Hispanic Marketing Communication at Florida State University in 2004. Currently, the Center is the first of its kind in the U.S. Recognizing the immediate need for professionals trained in Hispanic Marketing Communication, the Center has developed the following main goals, which are to:
Train students to serve the Hispanic marketing industry,
Train professionals who currently serve the Hispanic public in the U.S.,
Conduct relevant research to further the understanding of the Hispanic market, and
Serve as a source of knowledge about the Hispanic Market for industry professionals.