| Return to Home Page Graduate Certificate in Hispanic Marketing Communication
Program Description Description
There is a current vacuum in the U.S. industry of professionals that understand how to address the U.S. Hispanic market, including basic areas of knowledge such as demographics, psychographics, consumer insights and behavior, segmentation, cultural archetypes, and media behaviors. This program is designed with the intention of filling this void and offering graduate students at Florida State University and its associated institutions the opportunity to learn about and work with this foremost emerging market in the United States. The students benefiting from this certificate program must be currently enrolled as graduate students at Florida State University or affiliated institutions. This program is available to any of the disciplines offered at the University, and affiliated institutions, as an addition to the student's major area of study and as a complement to his/her professional development. The certificate program offers an interdisciplinary approach to the study of the Hispanic market. In order to accomplish this task, the courses that are incorporated in the program come from a variety of departments with core focuses in: modern language studies, business and marketing strategies, behavioral theory, and Hispanic cultural studies. Students completing this course of study will add to their professional repertoire a set of knowledge, attitudes, and behaviors that will allow them to successfully plan and execute marketing communication programs directed to Hispanic populations. This program will also provide marketers, advertisers, and the advertising industry with personnel that is qualified for positions targeting the Hispanic market (in diverse vertical markets). Downloads Prerequisites - Students applying to the program must be already admitted to a graduate program at Florida State University. In addition, a cumulative GPA of 3.0 in all graduate work attempted is required for admission to the program.
- The student must reach a level of competency in the Spanish language before completion of the certificate program. A passing score on the SPAN 5069 exam that is offered by the University will determine language proficiency. This test is required for both native and non-native Spanish speakers. If the student wishes to take a preparatory course for the exam SPAN 5065 is offered each semester.
Admission Requirements - The student does not have to be enrolled in a Communication graduate program.All major areas of study are welcome to apply .
- New graduate students must first apply through the Office of Admissions for Florida State University. After acceptance, they may then apply through the Department of Communication, Hispanic Marketing Communication Certificate Program.
- A complete application form and letter of intent are required of all applicants. Instructions are provided on the application package link.
- No standardized test requirements superceding those of Florida State University Graduate Admissions will be applied to this certificate program.
- Students are required, however, to be actively pursuing or currently proficient in the Spanish language. This proficiency will be determined by the SPAN 5069 exam.
Completion Requirements - As this program is interdisciplinary, the major that offers each course may restrict some of the courses listed. In the student’s first semester of study, he/she must check with the department prior to registration to confirm his/her access to these classes.
- There is one required course for this certificate program:
ADV 5415 Hispanic Marketing Communication (3 hrs) - There are four main areas of study that must be completed for the certificate to be awarded. Three hours must be completed within each of these core areas. The core areas are listed below:
1. Behavioral Science Theory (3hrs)
2. Business and Marketing Strategy (3hrs)
3. Hispanic History and Culture (3hrs)
4. Modern Literature or Practical Language Application (3hrs) - The student must receive a B- or higher in all four of these areas and the required courses for credit towards the certificate. This follows general graduate student grading.
- A listing of courses that fulfill the core areas above is attached to the application package.
- In addition to the four areas of study to be completed, the student must also complete a minimum of 6 weeks residency in the field of marketing or business. This residency must be at minimum a 3 credit hour, letter graded, and supervised residency (COM 5946) in the Communication Department and must culminate in a final paper (20-25 pages) justifying the use of skills obtained in the program during said residency. See additional sheet for guidelines on residency and final paper submittal.
- To fulfill the certificate requirements, the student must complete a total of 18 hours. Of these 18 hours, 12 hours must be completed (3 hours in each core area) out of these elective courses.
- Any additional courses that the student chooses to take will enhance his/her skills and be reflected in his/her transcript.
Transfer and “Double Counted” Credits - A maximum of 6 hours of coursework, not including the residency, transferred from another university can be counted towards completion of the certificate.
- In order for the course to be transferred, a formal syllabus of the course taken must be presented with a Transfer Course Form to the program administrators. A B- or higher must have been received for the course to transfer.
- For students whose major areas of study overlap with the certificate program, courses taken that fulfill one of the four core areas will apply to completion of the certificate. The program administrators must approve these courses in order for them to be applied to one of the core areas. Student’s Major Program Rules take precedence.
- All four of the core areas, the required course (ADV 5415), and a residency must still be completed in order for the student to complete the certificate.
- For students who completed the undergraduate minor in Hispanic Marketing Communication, 6 hours of coursework may be counted towards a graduate certificate.
Certification - The certificate program must be completed within 3 years of its initiation. Students must also complete their residency within this time period.
- Upon completion of the program of study, the student will receive a formal Certificate in Hispanic Marketing Communication.
Other Information: - Fees parallel that of standard graduate-level courses.
- The certificate program will be offered on the Tallahassee Campus of Florida State University.
- As this certificate is a concentrated focus in cultural study, international study is highly encouraged. Florida State University offers a variety of international programs for undergraduate and graduate students alike.
- Students working on their certificate in Hispanic Marketing Communication that choose to travel abroad for a semester of study can apply this abroad study to the residency requirement of the certificate program. The two requirements for this area to be credited are: (1) the student traveled to a Spanish speaking country and (2) the student completed documented academic study or was actively involved in any professionally relevant activity while in this country. As with all substitutions, the program administrators must approve the abroad study as fulfilling residency requirements.
For information contact: Dr. Felipe Korzenny, (850) 644-8766.
Lorimar Santo Domingo, (850) 645-2946.
Celeste Eberhardt (850) 645-2946. Updated January 2008 |
