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George Mason University

2016-2017 University Catalog

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2016-2017 University Catalog

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MKTG 455 - Ethnic and Multicultural Marketing

Credits: 3
Not Repeatable for Credit
Offered by School of Business

Ethnic and Multicultural Marketing examines the critical marketing issues and opportunities that have arisen with the changing U.S. demographics. The focus is domestic markets. The growth in minority populations indicates a need for specialized approaches for the entire marketing mix. Segmentation can be powerful when considering non-mainstream markets if the marketer understands and capitalizes on the different approaches cultural and ethnic groups use as consumers.

Prerequisite(s): Grade of C or higher in MKTG 301 or MKTG 303. Degree status.
Prerequisite(s) enforced by registration system.

Schedule Type: LEC
Hours of Lecture or Seminar per week: 3
Hours of Lab or Studio per week: 0

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MKTG 455 - Ethnic and Multicultural Marketing