'Hispanic Marketing Communication\r'

' pick up to Latino grocery store Communication. This is a unique prevail set off of an interdisciplinary Graduate surety Program and an Undergraduate electric s brookr at FSU. It is also reference of a larger move called â€Å"The FSU Center for Latino grocery sto re new(a)ing Communication,” the only one of its resistant in the US.The intended firearmicipants for this wrangle atomic number 18 bookmans who intend to be originally involved in serving the US Latino grocery store as marketers, dish providers, advertisers, and/or advertising dodge developers. This pass allows the scholarly person to rump him/her egotism among the few professionals in the US that understand the US Latino market. It should be clear that your proactive participation in this bloodline leave alone determine the consequence to which you allow benefit from the acquaintance and practice that the production line offers. many an separate(prenominal) product and service pro viders, and their ad agencies, in the US ar actively pursuing the Latino market.There atomic number 18 many interlocking opportunities for those who burn show competence in addressing the needs and wants of US Latinos. FORMAT:  The descriptor is knowing for active participation. The demonstrateion forums can be utilise to discuss any questions, comments and observations that students want to view as related to the weekly bailiwick or Latino market Communication in general. separately student is expected to get into in meaningful sermons end-to-end the semester that indicate knowledge of the designate material. In addition, the give ordain consist of weekly readings, actor point in time presentations, reputations, and/or word topics.The â€Å"Library” on chalk brandmarking go forth be used to make many line materials avail satisfactory. TEXTS: The following text is ring armorulate: 1) Latino selling: A heathenish Perspective by Felipe Korz enny, Betty Ann Korzenny (2005). Publisher Butterworth-Heinemann- Elsevier. You can take a chance this book at the university bookshop or on Amazon. com. amuse make sure you leave the text by the present moment week of class. In addition, a list of recommended readings get out be touched on the course website. OBJECTIVES: At the end of the semester the student allow for be able to: Describe the US Latino market according to its outstanding characteristics • Enumerate the factors that make the Latino market different from new(prenominal) heathenly unique markets • experience the dynamics that influence the uniqueness of the market • Interpret Latino cultural patterns in a contend framework • chance on strategic elements that enhance the dialogue amid the marketer and the Hispanic consumer. • Analyze and create class approaches for r separatelying the Hispanic market • Understand measurement and other methodological issues that i nfluence how Hispanic market search should be conducted •Conduct a Hispanic marketing study to authorise a marketing scheme • Generate a marketing schema ground on an understanding of the Hispanic market and its segments • Generate positioning pleadments that testament meet with success in the US Hispanic market • Generate an advertising consummation for the Hispanic market • continue ethical issues in Hispanic and culturally found market COURSE SCHEDULE, TOPICS, AND ASSIGNMENTS *The t each(prenominal)er has the flop to change the syllabus. WEEK |TOPICS | |hebdomad 1 |Introduction to the course | | may 10 |• feed organization | | |• Icebreakers/Introductions | | workweek 2 |Hispanic merchandise: A pagan Perspective, Chapter 1 | |May 17 | | | |The Role of subtlety in Cross†pagan marketing | | |The enormousness of finis in marketing | | | grow | | |Why a cultural approach to marketing? | | |A psycho-socio-cultural appr oach | | |The paradox of kindly class across goals | | |divided up detections, motivations, beliefs and values | | |It is non a race | | |A reciprocal heritage | | |A common land row | |Media facilitates specific targeting | | | geographical concentration | | |A cultural perspective makes the difference | | workweek 3 |Hispanic Marketing: A cultural Perspective, Chapter 2 | |May 24 | | | |Characteristics of the Hispanic Market | | |Demographic visibility | | |Geographic compose | | | sparing profile | | |Ethnic profile | | | heathenish and Historical telephone circuits and backgrounds | | |in-migration to the US and its impact on the US Hispanic market | | calendar week 4 |Hispanic Marketing: A Cultural Perspective, Chapter 3 | |May 31 | | | |What makes Hispanics Hispanic? | | |The issue of self identification | | |Reference groups and Hispanic self identification | | |Hispanic vs. Latino vs. specific country of origin | | |Labels and their implications | | |How do Hispan ics rally of themselves? | calendar week 5 |Hispanic Marketing: A Cultural Perspective, Chapter 4 | |June 7 | | | | phrase and culture. Code switching, Spanglish. The Sapir-Whorf surmise. | | | | | |What do Hispanics utter? | | |The issues of Code Switching | | |The Sapir-Whorf Hypothesis as it relates to the importance of phrase use | | |Purism vs. ragmatism in language usage | | |The overlap between language and culture | | | | | workweek 6 |Hispanic Marketing: A Cultural Perspective, Chapter 5 | |June 14 | | | |Enculturation, acculturation, class, stereotypes, assimilation. | |Cultural erudition | | |Acquisition of a abet culture | | |Abandonment of the first gear culture in regard of a second culture | | |One-dimensional models of acculturation | | | 2-dimensional models of acculturation | | |Acculturation partitioning | | |Acculturation by life-stage segmentation | | |A multicultural future(a)? | | |The impact of stereotypes and auto-stereotypes on acculturation, se lf-esteem, and consumer | | | carriage | |Week 7 |HispanicMarketing: A Cultural Perspective, Chapter 6 | |June 21 | | | |Cultural archetypes and dimensions | | |Monochronism | | |Monomorphic and polymorphic leaders | | |Individualism and collectivism | | |hermaphrodism | | |Cultural attributions | | |Cultural perception of: | | |Money | | |Home | | |Debt | | | gratification | | |Death | | |Parent-Child relationships | | |Religion | | | kindred with nature | | |Position in the cosmos | | |Guilt vs. commiseration | | |Gender relationships and expectations | | |Food and famish | | |Hot and cold | | |Morning, mean solar day and night | |Machismo and Marianismo | | |Child centeredness | | | health remedies and medicine | |Week 8 |Hispanic Marketing: A Cultural Perspective, Chapter 6 | |June 28 | | | |Cultural archetypes and dimensions, continued | |Week 9 |Hispanic Marketing: A Cultural Perspective, Chapter 7 | |July 5 | | | |Culturally communicate Strategy Based on Grounded query | | |The Cultural Research Paradox | | |The Paradox of linguistic Equivalence | | |Cultural preconception and standardization | | |Use of scales | | | quality of data collection approaches | | |qualitative approaches | | |Quantitative approaches | | |The Account contriver | |Week 10 |Hispanic Marketing: A Cultural Perspective, Chapter 8 | |July 12 | | | |U. S. Hispanic Media Environment and Strategy | | | video recording | | |Radio | | |Print | |The pic Theater | | |The Internet | | |Grassroots, Networks, Promotions | | |A new way of intellection | |Week 11 |Hispanic Marketing: A Cultural Perspective, Chapter 9 | |July 19 | | | |The phylogenesis of Hispanic Marketing | | |The origin of a market | | |The explanation of the Hispanic market | |Week 12 |Hispanic Marketing: A Cultural Perspective, Chapter 10 | |July 26 | | | |The Future | | |sizing and futurism | | |Removing obstacles | | |Lifestyle and economic b targets replace national borders | | |The right and the wrong-ethics i n Hispanic Marketing | |Week 13 | utmost Projects overdue Monday, August 2nd, before midnight EST. upstart jump outs go out not be accepted. | |August 2 | |Assignments: all(prenominal) week, students will check the course website for the topic to be baffleed, the learning objectives to be achieved, and the homework duty assignment along with instructors’ notes about the designate reading. Any assignments or questions that are part of an assignment will be posted on Monday by 5:00 p. m. E. T. all(a) assignments are due on sunshine by midnight E. T. write assignments and written reports should be submitted via the trance link on black control panel or news display board thread and should NOT be sent to the instructor as email attachments. Assignments will usually take the form of myopic written papers or power point presentations. distributively assignment is worth 10 points. countersign Board: A percentage of your grade is based on your posts on the parole Bo ards.If you are required to post on the discussion board, it will be clearly indicated in that weeks assignment. You moldiness post at least twice to each discussion board, unless otherwise specify in the discussion board assignment. One post should be your rejoinder to the questions posed in the discussion board. The other post should be a serious-minded response to another student’s post. In order to pay back credit, you mustiness post your response to the posted discussion board questions by thorium at midnight ET. In addition, you must post a response to another student’s post by Sunday at midnight ET. Your grade on the discussion board is based on participation. from each one discussion board assignment is worth 10 points. However, in order to receive full credit for these posts, you must fulfill some staple requirements: †Posts should be a borderline of 150 words †Posts should be pertinent to the topic macrocosm discussed, but should also movem ent to introduce a new point of view or piece of training or otherwise further the discussion †Posts should use level grammar, punctuation and vocabulary appropriate for a university-level course. Misuse of the discussion boards will not be tolerated. concluding Project: Individual students will prepare a 10 †15 summon paper (excluding tables and exhibits). You have two options.Students (especially professional students) are encouraged to bring a final project which is relevant to their own field of force of expertise and interest. Students should begin research and planning for their final projects as soon as possible. The instructor and mentors are available to military service you find resources, guide your research, and so forth Please remember the wealthiness of resources available through the course library and the FSU library online databases. Notes that render to all memorandums: -Should be typed in Serif 12 point font (Times, Arial, Century, and so on ) typewrite with one-inch margins -Should have table of table of contents -Should have a cover page with the project’s and student’s information -Each section should have a subtitle to identify it each(prenominal) appendices should be included at the end of the document with enough reference to them in the trunk of the paper -References cited page should be included, in APA format pickaxe A) A strategy document on how to market a specific product to a specific target in the US Hispanic market. The paper will include: 10 points for each of the following lick points (points will be deducted for sacking utmost under the page requirement, not backing up arguments with relevant research, etc. ) a. definition of the problem including product and competitory environment (2 pages) b. Statement of the marketing objectives (1 page) c. Target segment and its exculpation (1 †2 pages) d. Identification of media resources and strategy (2 †3 pages) e.Positioning a nd message strategy based on consumer insights, part of which could be from personal interviews (2 †3 pages) f. Test of message and media approaches, which could be based on rivet groups, personal interviews, etc (2 †3 pages) g. Guidelines for execution of instrument (1 †2 pages) h. Suggestions for the evaluation of potential (1 †2 pages) 10 points for grammar, punctuation, style, etc. 10 points for correct commendation of sources TOTAL: blow points weft B) Students may also necessitate to create a state of the art paper on a specific marketing vertical. Examples of past vertical reports are posted in the course library. Suggested verticals: • Automotive • Financial operate • Telecommunications • Pharmaceuticals • Heath Care • encase Goods Travel and Hospitality Each paper is expected to have the following sections: 20 points for each of the following bullet points (points will be deducted for going far under the page requirement, not backing up arguments with relevant research, etc. ) a. Introduction and importance of the vertical chosen (1 †2 pages) b. Review of the relevant trade and academic literature (4 †5 pages) c. Main trends and findings under descriptive headings (4 â€5 pages) d. Conclusions and recommendations (1 †2 pages) 10 points for grammar, punctuation, style, etc. 10 points for correct citation of sources TOTAL: 100 points EVALUATION Assignments 30% Discussion board posts 30%Final Project25% Participation 15% new assignments and discussion board posts will be penalized 20% per day. The equalisation scale is as follows: |A |94-100 |B- |80-82 |D+ |67-69 | |A- |90-93 |C+ |77-79 |D |60-66 | |B+ |87-89 |C |73-76 |D- |60-62 | |B |83-86 |C- |70-72 |F |\r\n'