Hispanified Day

  Hispanified Day is an event for celebrating Hispanic Heritage hosted by the Center for Hispanic Marketing Communication, aiming to introduce Hispanic heritage and culture from a more diverse and comprehensive perspective. There will be an amazing movie, named The Book of Life, on campus on October 24th from 9:30 am to 12 pm at[…] »

Dr. Korzenny to earn recognition, induction into AHAA Hall of Fame

Chicago — Emeritus director and founder of the Center for Hispanic Marketing Communication (the Center) Dr. Felipe Korzenny will receive an award and an induction into the Association of Hispanic Advertising Agencies (AHAA) Hall of Fame at the organization’s annual Chicago conference in June. Dr. Korzenny, along with current director of the Center Dr. Sindy[…] »

Moore Communications hosts Multicultural Marketing students

Tallahassee, Fla. — Enrollees of Florida State University’s (FSU) Multicultural Marketing Certificate and Multicultural Marketing Minor were allotted the opportunity to learn about PR and tour nationally ranked communications firm Moore Communications Group last Friday. Senior Director Fernando Rodriguez, who is an alumnus of FSU’s Integrated Marketing Communications (IMC) Master’s program and holds a Hispanic[…] »

The Center Hosts LinkedIn Workshop to Help Students

Tallahassee, Fla. — The Center for Hispanic Marketing Communication (the Center) is holding a workshop this week to help students learn how to maximize their LinkedIn profile and improve their job prospects post-graduation. The workshop will be held at Florida State University’s (FSU) Center for Global Engagement in room 2600 on February 24 at 1:30[…] »

FSU Grad Students Win Top Paper at Hispanic Conference

Los Angeles — Two Florida State University (FSU) graduate student presenters won the Top Paper Award at an international Hispanic conference in Los Angeles last month. The students, Maria Fernanda Bayona and Xiang Tang, presented their research on Hispanic and Asian coffee consumption in the U.S. at the sixth annual Hispanic/Latino Media & Marketing International[…] »

The Center Unveils Research at L.A. Conference

    Los Angeles — Thirteen undergraduate and graduate students will be representing Florida State University (FSU) with original research on U.S. Hispanic consumers at an international conference mid-February. The students, who have been researching various topics since the beginning of the 2016-2017 school year, will present their findings at the sixth annual Hispanic/Latino Media[…] »

AMTP 2016 Conference

“Marketing professionals should identify cultural traditions within segments and use the traditions to connect their brand names with the target markets,” said Dr. Sindy Chapa in her abstract on ‘The Role Of Cultural Traditions on Branding and Word-Of-Mouth: Keeping Mother’s Recipes Alive.’ This is just one insight that can be taken away from her presentation[…] »

Differences in Hispanic Consumers

There are many differences in Hispanic consumers who have resided in the United States for years versus recently immigrated Hispanics. It is expected that the longer the Hispanic consumer has lived in the United States, the more they will have adapted to the cultures and traditions of Americans. However, it is not to say that[…] »

Why is Culture Underestimated in Marketing?

Market segmentation involves dividing a population into subsets of consumers who share characteristics, lifestyles and needs, and then targeting one or more of those segments with the most appropriate marketing mix (Kardes, Cronley & Cline, 2008). By tailoring a message to specific segments companies effectively market their products and services to meet the needs and[…] »

Understanding the Multi-Billion Dollar LGBT Market

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Last month, César Melgoza, founder and chief executive officer of Geoscape, and board member of the Florida State University Center for Hispanic Marketing Communications, invited several staff members of the Center to attend the 11th Annual New Mainstream Business Summit. This multicultural conference is the premier event on obtaining access to high growth consumers and[…] »