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Multicultural Marketing Graduate Certificate

For More Information

Toby Graves
tlgraves@fsu.edu
(850) 645-2946

Learn more from the
Multicultural Marketing web site.

The 2010 U.S. Census documents that the three main minorities in the U.S., Hispanic, African American, and Asian, account for about 37% of the total U.S. population and that in many major metropolitan areas they are now the majority. Further, they account for almost three trillion dollars of buying power. Their cultures, however, have not been taken into consideration in advertising and marketing plans. There is a current vacuum in the U.S. industry of professionals that understand how to address U.S. culturally diverse markets, including basic areas of knowledge such as: demographics, psychographics, consumer insights and behavior, segmentation, cultural archetypes, and media behaviors. The certificate is designed to bridge the above mentioned void by offering graduate students and professionals in industry the opportunity to learn about and work effectively with emerging minority groups.

Accreditation

Regionally accredited through the Southern Association of Colleges and Schools

Method of Delivery

Internet

Careers

Graduate students pursuing a certificate in Multicultural Marketing Communication will apply multicultural marketing knowledge to their academic and/or professional lives.

Core Courses

These courses may not be offered every semester.

  • ADV5415 Hispanic Marketing Communication (3)
    This course looks at the largest and fastest growing minority in the US and examines appropriate ways to culturally connect with them.
  • ADV5416 Multicultural Marketing Communication (3)
    This graduate seminar is the capstone course for those students pursuing a degree in Integrated Marketing Communication with an emphasis on Hispanic Marketing Communication. The course explores consumer behavior similarities and differences among Hispanic, Asian, African-American, and Non-Hispanic White cultural market segments in the United States. The course also provides opportunities for original research into issues of culture and marketing communication.
  • ADV5605 Account Planning (3)
    This course prepares students to connect consumers with advertising and marketing in public relations and other communication fields.
  • MMC6469 The Diffusion of Innovations (3)
    This course is an examination of various theoretical and practical issues pertaining to communication's roles in the diffusion of innovations.

Total Credit Hours

12

Prerequisites

Applicants must have earned a Bachelor degree prior to admission.

Application Procedures

The application requires the submission of a completed application form, transcript, and a one or two page letter of intent explaining why this certificate program is of interest to the student and how s/he will use the skills obtained in his/her professional or academic career.

Program Requirements

A Capstone Experience paper will be required of all students. This paper will be a 15 to 20 page paper applying the knowledge acquired to their current academic or professional work. The student must maintain a cumulative 3.0 (B) grade point average or higher in all certificate courses. The program must be completed within 3 years of its initiation.

Fees

The cost of this program is equal to tuition and fees for the Academic Year 2017-18 as stated on the Student Business Services website, plus a per credit hour distance learning fee (fees vary by course). Contact the department for more specific fee information relative to student status and location.



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