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Hispanic Marketing Communication
ADV 3410 – Online Course
Department of Communication
Florida State University
Spring 2007

INSTRUCTOR: Holly McGavock
E-MAIL: hmm05c@fsu.edu

INTRODUCTION:  Welcome to Hispanic Marketing Communication.  This is a unique course part of an interdisciplinary Graduate Certificate Program and an Undergraduate Minor at FSU.  It is also part of a larger effort called “The FSU Center for Hispanic Marketing Communication,” the only one of its kind in the US.

The intended participants for this course are students and professionals who are or intend to be professionally involved in serving the US Hispanic market as marketers, service providers, advertisers, and/or advertising strategy developers.

This course allows the student to place him/herself among the few professionals in the US that understand the US Hispanic market.  It should be clear that your proactive participation in this course will determine the extent to which you will benefit from the knowledge and practice that the course offers.  Many product and service providers, and their ad agencies, in the US are actively pursuing the Hispanic market.  There are many employment opportunities for those who can show competence in addressing the needs and wants of US Hispanics.

TEXTS : The following text is REQUIRED:

Hispanic Marketing : A Cultural Perspective by Felipe Korzenny , Betty Ann Korzenny (2005). Publisher Butterworth-Heinemann- Elsevier. ISBN: 0750679034

Other recent publications of interest include:

• Marketing to Hispanics : A Strategic Approach to Assessing and Planning Your Initiative (Paperback) by Terry Soto (2006). Dearborn Trade, a Kaplan Professional Company.ISBN: 1419502786
• Hispanic Marketing & Public Relations: Understanding And Targeting America's Largest Minority   by Elena Del Valle (2005).Poyeen Pub. ISBN: 1932534083
• The Rise of the Hispanic Market in the United States: Challenges, Dilemmas, and Opportunities for Corporate Management by Louis E.V. Nevaer (2004), M.E. Sharpe.ISBN: 0765612917
• The Whole Enchilada: Hispanic Marketing 101 by Juan Faura  (2004) Paramount Market Publishing. ISBN: 0972529055
• Latinos, Inc.: The Marketing and Making of a People by Arlene Dávila. (2001). University of California Press ISBN: 0520227247
• Marketing to American Latinos: A Guide to the In-Culture Approach. Part I (2001) Paramount Market Pub ISBN: 0967143977. Part II (2002) by Isabel Valdes. Paramount Market Pub.ISBN: 0967143926

OBJECTIVES:

 At the end of the semester the student will be able to:

a Describe the US Hispanic market according to its salient characteristics

b Enumerate the factors that make the Hispanic market different from other culturally unique markets

c Understand the dynamics that influence the uniqueness of the market

d Interpret Hispanic cultural patterns in a marketing framework

e Identify strategic elements that enhance the communication between the marketer and the Hispanic consumer.

f. Analyze and create segmentation approaches for reaching the Hispanic market

g. Understand measurement and other methodological issues that influence how Hispanic marketing research should be conducted

h Conduct a Hispanic marketing study to guide a marketing strategy

i Generate a marketing strategy based on an understanding of the Hispanic market and its segments

j. Generate positioning statements that will meet with success in the US Hispanic market

k Generate an advertising execution for the Hispanic market.

l. Address ethical issues in Hispanic and culturally based market