Students
Multicultural Marketing
Have you heard about the new Multicultural Marketing Program at DePaul? We hope you watched us on Channel 2’s “Eye on Chicago,” Channel 26’s “First Business” or read about the new program in Brandweek, the Chicago Tribune or the Chicago Sun-Times. If you missed us, here’s the scoop:
The Multicultural Marketing Program was launched in 2007 to address the rapidly changing markets in the United States. By 2050, about half of the U.S. population will be of Hispanic, African-American or Asian background. DePaul University is leading the way by addressing the needs of this changing society with a more specialized business academic education. See student-provided video at YouTube: DePaul Multicultural Marketing Program.
Now you can major or minor in Multicultural Marketing, or take electives in the area. Please contact your adviser or the Marketing Department at 312-362-8788 for more information. To declare a major, contact the College of Commerce undergraduate program office at 312-362-5358, contact Noemi Galindo in the Marketing Department at 312-362-6125 or e-mail ngalindo@depaul.edu
DePaul and Multicultural Marketing Program Background
Choose topics:
Careers in Multicultural Marketing
Multicultural Marketing Program Brochure
Program Description
The multicultural marketing program is targeted to all
students who are curious or would like to further their understanding of
business and marketing principles applied to our increasingly diverse
society. Today, over 30% of the U.S. population is of a diverse
background; in a few decades this number is expected to grow by 50%
(WSJ). DePaul's Multicultural Marketing Program is a leader in higher
education addressing this important and significant change in the market
place. The program counts with the support of many Fortune 500
companies including: Ford Motor Co., U.S. Cellular, Walgreens, Sears
Roebuck, Aetna Insurance, ConAgra Foods and more. The program has been
featured in several TV and Radio shows as well as in the business media.
For details see www.marketing.depaul.edu/
Students work with real-life examples and many times companies
share in the classroom with students. Students in the Major or Minor
only need to take three courses and an internship to qualify for the
program. Classes are: MKTG 341 Integrating Mktg.
Communications/Multicultural is offered in the Spring and Fall quarters,
MKTG 340 Marketing Across Cultures is offered in the Winter and
internships (MKTG 393) are available throughout the year.
Benefits for Students
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A new major within the Marketing Department that will allow you to differentiate your education
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A practical and disciplined new concentration that reflects the needs of corporations today
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An opportunity to expand your understanding of the multicultural influences on business today and in the future
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“I'd like to say that I really enjoyed your class. I learned a great amount about how to apply the practice of integrated marketing communications in a multicultural setting towards a real company in need of real business solutions. The class is definitely one of my favorites from all the marketing courses I’ve taken at DePaul”
“I think you could definitely use this information when advertising the Multi-cultural marketing program, because it really is tangible in the business world and becoming more recognizable by notable companies”
“For me it was a great experience to be able to take learnings from the
class and be able to apply them to a real world problem for Ford. Ford's
support shows that multicultural marketing is becoming more important to
every company”
Frequently Asked Questions
1) Is the program for Hispanic students?
No, the program emphasizes the principles of marketing a multicultural
society highlighting principles of multicultural marketing that apply to every
segment.
All students, regardless of ethnic background, are welcomed.
2) Do you need to speak Spanish or another second language to join?
There is no need to speak another language to join the program. After
graduation, some jobs in the advertising and media industry are geared
to candidates with multi-lingual skills. But in the multicultural
marketing industry as a whole, there is not a requirement, and most jobs
do not, require another language.
3) Are there jobs in multicultural marketing?
There are broad types of jobs in this area: a) Those that
specifically and exclusively deal with ethnic groups b) Most general
market jobs which increasingly require understanding of the large and
growing segments of the population with diverse backgrounds
c)international assignments that require candidates to feel at ease in
applying business concepts and principles to a foreign environment and
culture.
All of these types of marketing jobs need candidates with a strong
business and marketing background with the added benefit of
multicultural marketing know-how...exactly what the Multicultural
Marketing Program at DePaul offers to you.
4) Do I need to be Hispanic to get an internship? Does the internship
have to be in a Hispanic business?
No. Our graduating classes include students from many different
backgrounds and who have found permanent jobs both in general and
multicultural market functions. Any business/marketing internship that
allow a student the opportunity to apply the principles learned in the
courses would qualify for the program, after approval of Dr. Steve Kelly
at skelly@depaul.edu , who can also help you find the appropriate
internship.
5) Do I need to be in the program to take a class?
No. Any student who meets the prerequisites of the classes can take
these important classes.
6) Are there scholarships?
Yes. There are scholarships sponsored by the program at
http://www.marketing.depaul.
arketing_Scholarshi1.doc
found at www.marketing.depaul.edu/
7) How do I learn more?
Visit www.marketing.depaul.edu/
stop by the Marketing Department at DPC 7500, email arosari1@depaul.edu,
see Mktg. Chair Sue Fogel at sfogel@depaul.edu or talk to your advisor.
Careers in Multicultural Marketing for Majors
The concentration will be offered as a major and minor. Undergraduate Marketing students will be able to major in Multicultural Marketing by complementing degree requirements with newly designed multicultural marketing courses. In addition, any undergraduate student who is interested in diverse cultures may apply for the new minor in Multicultural Marketing. The concentration is designed to be relevant, disciplined and practical.Graduates with a concentration in Multicultural Marketing will acquire a strong business background and an in-depth understanding/experience of ethnic and cultural markets. Today, a cadre of companies are seeking to hire students with an education in this rapidly growing area of marketing. Careers in this area include:
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AdvertisingPromotions
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Event Planning
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Public Relations
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Not-for-profit Advocacy
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Business Planning
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Sales and Marketing
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Research and Analysis
Scholarships (click on the logos to apply)
The Allen Rosenshine Minority Education & Training (MET) Fund awards internships to minorities, women and individuals protected under the Federal Americans with Disabilities Act to encourage the pursuit of careers in advertising. The program was launched in an effort to improve the level of diversity in the advertising industry.
(Download application information and application form.)
Past Events (click to see mroe)
Over 100 students joined the student reception: Explorations in Multicultural Marketing. Representatives from over 10 Fortune 500 companies, major scholarship foundations and faculty attended the event. For details about the program, click on here.
Forms and Links
Class Planning Calendar
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Marketing 340
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Marketing 341 Integrated Marketing Communications (IMC) offered Winter and Spring 2009-2010
Multicultural Marketing Program Brochure(click to download)
