A primary goal of the Center is to become a source of knowledge about the Hispanic market. As such, students and faculty work together to conduct research and develop projects that will further knowledge and understanding of the U.S. Hispanic market. Currently, there is ongoing work on reports, articles, podcasts, and presentations.

Latest Podcast

“Marketing to New Hispanic Immigrants” Podcast

Presented By:American Marketing Association

Sponsored By:Marketing News

Date: 8/9/2010


Chris Butler, Senior Vice President and Hispanic Segment Director, Wells Fargo & Co.

Felipe Korzenny, Director of the Center for Hispanic Marketing Communication at Florida State Universityand Co-Author of Hispanic Marketing: A Cultural Perspective

Piet Levy, Staff Writer, Marketing News

Here is a complete list of presentations by our Center in recent chronological order:

List of Presentations

  • Ethnicity’s Effects on Brand Loyalty Among American Consumers • Leslie, Neleen • 2013
  • Maintaining Connections: Hispanics and the American Mobile Industry • Leslie, Neleen • 2013
  • Branding Opportunities in the Baby Care Industry with Hispanic Moms • Guacaneme, Alejandra. 2013
  • Hispanic Cultural Themes & Marketing Insights from Recent Popular Latin Music • Eberhardt, Maria Celeste; Kates, Natalie; & Reyes, Antonieta • Presented at the 2nd Annual Texas State University State of the Spanish Media Conference • San Marcos, Texas • February 20, 2009.
  • Marketing to Hispanics: One Culture Uniting Many People • Presented at the Credit and Collections Symposium of the Americas • Miami, Florida • October 28, 2008.
  • Multiculturalism: Catching Up with the Future of Marketing •Presented at the Legal Referral Information Services Workshop of the American Bar Association • Anaheim, California • October 18, 2008.
  • La oportunidad del mercado hispano de EU. Presented at the Seminario Univisión, Mexico City • October 1, 2008.
  • Hispanic Audience Segmentation: The Complexities of Acculturation • Presented at the Ad: Tech Miami Conference. Miami Conference Center • Miami, Florida • June 3, 2008.
  • The Brave New World of an Emerging Diverse Online Majority • Presented to the 14th Annual Marketing to US Hispanics and Latin America conference of the Strategic Research Institute • Coral Gables, Florida • January 29, 2008
  • Exploration of the values associated with spectator sport consumption. (運動觀賞消費相關的價值觀探討) •2007 Sports, Health, and Leisure Academic Conference • Kaohsiung County, Taiwan • (2007運動健康與休閒 學術研討會) • Cheng Shiu University • December 22, 2007. 九十六年十二月二十二日. 正修科技大學.
  • The US Hispanic Market: Evolution, Language, and Emergent Media Behaviors. Keynote presentation at the University of North Texas conference on Spanish Language Media • Denton, Texas • Nov. 8-10, 2007.
  • The New Hispanic Consumer • Presented at the Hispanic Advisory Council of the President of Clorox • October 10, 2007.
  • The effects of the Internet and electronic games on the ethnic identity and self-expression of young adults •Gau, L. S. & Korzenny, Felipe• Paper presented at the Association of Internet Researchers Conference • Vancouver, Canada • October 18-20, 2007.
  • A model examining the relationship between Hofstede’s cultural dimensions and sport attitudes and team identification • Gau, L. S. & Korzenny, Felipe• Presented in the 22nd Annual Conference of the North American Society for Sport Management • Ft. Lauderdale, Florida • May 30-June 2, 2007.
  • The Multicultural Marketing Equation • Presentation to the Blue Cross Blue Shield of Florida 2007 Diversity Leaders Conference and Luncheon • Jacksonville, Florida • May 18, 2007.
  • The Evolving Hispanic Marketing Opportunity • 1st Wednesday Presentation to General Mills International, Minneapolis, Minnesota • May 2, 2007.
  • Hispanic Consumers in The Multicultural Marketing Equation • Presented to 3rd Annual Hispanic Marketing Conference VOZ LATINA Messaging. Media. Marketing • Miami, Florida • April 26, 2007.
  • The Hispanic Market Opportunity • Presentation to the 2007 Invitational Seminar and Outing of Emerson Climate Technologies • Sawgrass Resort, Ponte Vedra Beach, Florida • April 15, 2007.
  • Marketing & Social Marketing to Hispanics: Targeting Your Campaign to Increase Effectiveness • Presentation to the Center for Health, Intervention, & Prevention • University of Connecticut • April 12, 2007.
  • The Multicultural Marketing Equation: Online Media, Attitudes, Brands and Spending • Presented at the 4th Annual Multicultural Marketing for the Financial Services and Insurance Industries Conference of the Center for Business Intelligence • Brooklyn, New York • March 30, 2007.
  • Insights into the Hispanic Consumer • Presentation to the 2007 Dairy Innovation Forum of Dairy Management Inc.• Scottsdale, AZ • February 15, 2007.
  • Multicultural Media Explosion! • Panel moderation at the 2007 Mid-Winter Conference of the Electronic Retail Association • Miami, Florida • January 29, 2007.
  • Hispanic Marketing: A Cultural Perspective • Presentation to the College of Mass Communications and the Lubbock community at the Merket Alumni Center, Texas Tech University • Lubbock, TX • February 9, 2007.
  • 13th Annual Ethnic & Multicultural Marketing Omnibus• Dr. Felipe Korzenny • Omni Hotel at CNN Center – Atlanta, GA • September 27 to 29, 2006.
  • Hispanic TV commercials. A Content Analysis • Maria Gracia Inglessis, Holly McGavock and Dr. Felipe Korzenny • AEJMC – San Francisco, CA • August, 2006.
  • 7th Annual Hispanic Boom• Wilshire Grand – Los Angeles, CA • June 14 to 15, 2006.
  • 10th Annual Hispanic Marketing Midwest Conference • Minneapolis, MN • April 26, 2006.
  • Trends in Marketing Insurance to Hispanics • Holly McGavock • 3rd Annual Multicultural Marketing for the Financial Services and Insurance Industries • Brooklyn, NY • April 20-21, 2006.
  • Se Habla Español and English • Dr. Felipe Korzenny, Panel Moderator and Presenter at the Marketing to Hispanics Symposium at the National Postal Forum • Orlando, FL • April 4, 2006.
  • Marketing to the New US Hispanics • Keynote Presentation to the 13th Annual DMA Directo Days Conference Offered by the Direct Marketing Association Directo: Council for Hispanic Marketing, New York • April 3, 2006.
  • Marketing to the Next Generation of Hispanics • Presented to the 20th Annual Conference of the National Hispanic Corporate Council, Chicago, IL • October 7, 2005.
  • The Evolution of US Hispanic Media•Panel presentation sponsored by Yahoo! en Español during Advertising Week at the Reuters Building in New York, NY • September 28, 2005.
  • Obtaining Relevant Market Research, the How-To Guide of Purchasing and Conducting Research with Hispanic Consumers • Workshop presented at the 10th Annual IQPC US Hispanic Marketing Conference • September 19, 2005.
  • The Hispanic Bakery: Marketing with a Difference• Presented to the IDDBA’s Dairy-Deli-Bake 2005 Seminar and Expo • Minneapolis, MN • June 5, 2005.
  • Marketing to the Evolving US Hispanic Market • Presented at the Voz Latina Marketing To Hispanics 2005, Hosted by Marketing y Medios, Billboard, and the Hollywood Reporter • Miami, FL • April 28, 2005.
  • Capitalizing on Hispanic Cultural and Linguistic Change • Presented at the 9th Annual Midwest Hispanic Marketing Conference • Saint Paul, MN • April 26, 2005.
  • Media and the Evolution of Hispanic Language and Culture • Presented at the Annual Conference and Show of the National Association of Broadcasters • Las Vegas Convention Center, NV • April 20, 2005.
  • New Frontiers for Hispanic Marketing & Advertising – State-of-the Business Alert • Dr. Felipe Korzenny, Maria Gracia Inglessis and Naida Saavedra • Presented at the 11th Annual Marketing to U.S. Hispanics and Latin America Conference of the Strategic Research Institute • Miami, FL • January 25, 2005.
  • Workshop onOptimizing Hispanic Research Techniques To Strengthen Your Strategic Advantage In the Hispanic Market • Presented at the 11th Annual Marketing to U.S. Hispanics and Latin America Conference of the Strategic Research Institute • Miami, FL • January 24, 2005.
  • Keynote Address on A New Communication Paradigm for the US Hispanic Market: Language and Cultural Approaches for Emerging Latino Markets, and Workshop onMarketing to the Hispanic Female Head of Household • Both presented at the U.S. Hispanic Marketing 2004 Conference of the International Quality and Productivity Center • Miami, FL • December 13 and 14, 2004.
  • Keynote Address on Hispanic 21 • Presented at the launch of the U.S. Hispanic Initiative of National City Bank • Cleveland, OH • November 15, 2004.
  • General Session on The U.S. Hispanic Market: A 650 Billion Dollar Communication Opportunity • Presented at the 2004 Florida Public Relations Association Conference “Crystal Clear PR Tactics & Trends” • St. Petersburg, FL • August 10, 2004.
  • Presentation addressingThe Changing Macro Factors of the Hispanic Market and the Implications for Marketing • Presented at the National Hispanic Corporate Council and Florida International University Symposium • Miami, FL • June 16 – 18, 2004.
  • Keynote Address onNew Cultural and Linguistic Identity of the Hispanic Consumer – How do you Choose the Right Mix of Spanish, and/or English for your Brand • Presented at the 5th Annual US Hispanic Market Boom Conference of the Strategic Research Institute • Los Angeles, CA • June 10, 2004.
  • Workshop Leader Marketing to US Latinas • U.S. Hispanic Marketing 2004 Presented at the Conference of International Quality and Productivity Center • Miami, FL • May 17 – 18, 2004.
  • Keynote Speaker Connecting with the Lucrative Hispanic Market • Presented at the Second Annual Program of the Tucson Advertising Federation • Tucson, AZ • January 20, 2004.