Hispanic Marketing Communication ADV 3410 Sections 2-7 Mode of Instruction: Online Department of Communication Florida State University Fall 2011

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1 Hispanic Marketing Communication ADV 3410 Sections 2-7 Mode of Instruction: Online Department of Communication Florida State University Fall 2011 INSTRUCTOR: Holly McGavock, M.A. PHONE: (850) OFFICE HOURS: online (by ) 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 who 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. FORMAT: The course is designed for active participation. The discussion forums can be used to discuss any questions, comments and observations that students want to make related to the weekly topic or Hispanic Marketing Communication in general. Each student is expected to participate in meaningful discussions throughout the semester that indicate knowledge of the assigned material. In addition, the course will consist of weekly readings, power point presentations, papers, and/or discussion topics. The Library on Blackboard will be used to make many class materials available. TEXTS: The following text is REQUIRED: 1) Hispanic Marketing: Connecting with the Latino Consumer by Felipe Korzenny, Betty Ann Korzenny (2012). Publisher Routledge. **You can find this book at the university bookstore or on Amazon.com. Please make sure you have the text by the second week of class. Also, please note that you MAY NOT use the 2005 version of this book for the course as the material has changed significantly. In addition, a list of recommended readings will be posted on the course website. OBJECTIVES: At the end of the semester the student will be able to: Describe the US Hispanic market according to its salient characteristics Enumerate the factors that make the Hispanic market different from other culturally 1

2 unique markets Explain the dynamics that influence the uniqueness of the market Interpret Hispanic cultural patterns in a marketing framework Identify strategic elements that enhance the communication between the marketer and the Hispanic consumer. Analyze and create segmentation approaches for reaching the Hispanic market Have insight into measurement and other methodological issues that influence how Hispanic marketing research should be conducted Conduct a Hispanic marketing study to guide a marketing strategy Generate a marketing strategy based on an understanding of the Hispanic market and its segments Generate positioning statements that will meet with success in the US Hispanic market Generate an advertising execution for the Hispanic market Address ethical issues in Hispanic and culturally based marketing COURSE SCHEDULE AND TOPICS WEEK Week 1 August 29 Introduction to the course TOPICS Week 2 Sept 5 Week 3 Sept 12 Week 4 Sept 19 Week 5 Sept 26 Week 6 Oct 3 Week 7 Oct 10 Korzenny & Korzenny, Chapter 1 Cultural Marketing: A New Understanding Culture in Marketing The Nature of Culture Are Latinos a Targetable Market? Korzenny & Korzenny, Chapter 2 The composition of the Hispanic/Latino market Historical and Cultural Origins Geographic Trends Socioeconomic Trends Korzenny & Korzenny, Chapter 3 The Latino essence of Hispanic Making Cultural Identity The Nature of Culture Are Latinos a Targetable Market? Korzenny & Korzenny, Chapter 4 Language considerations in Marketing to US Hispanics Language and Culture Overlap Language and our Different Selves Spanglish and Code-switching Korzenny & Korzenny, Chapter 5 Enculturation, Acculturation, and Assimilation: A Bicultural Horizon How we Learn Culture Segmenting Hispanics by Acculturation Cultural Segmentation in Multiple Dimensions Korzenny & Korzenny, Chapter 6 Latino Subjective Culture: Insights for Positioning The Core of Cross-Cultural Marketing Positioning a Brand for Success Among Hispanics 2

3 Dimensions of Culture Week 8 Oct 17 Week 9 Oct 24 Korzenny & Korzenny, Chapter 6 (cont.) Latino Subjective Culture: Insights for Positioning Korzenny & Korzenny, Chapter 7 Culturally Informed Research Among Latinos Qualitative Research Modalities Quantifying Latino Consumer Opinions How Relevant Research Guides Effective Campaigns Week 10 Oct 31 Week 11 Nov 7 Week 12 Nov 14 Week 13 Nov 21 Week 14 Nov 28 Week 15 Dec 5 Korzenny & Korzenny, Chapter 8 The US Hispanic Marketing Industry Media or Touchpoints? Marketing Support Korzenny & Korzenny, Chapter 9 The Digital World of US Latinos Internet redefines Marketing Online Hispanics Korzenny & Korzenny, Chapter 10 Latino Consumers and the Future of US Marketing Trends for the Future of Hispanic Marketing Thanksgiving Break NO ASSIGNMENT Work week for Final Projects FINAL PROJECTS DUE: Friday, December 9, by midnight EST. Late papers WILL NOT BE ACCEPTED! Assignments: Each week, students will check the course website for the topic to be covered, the learning objectives to be achieved, and the homework assignment along with instructors notes about the assigned reading. Any assignments or questions that are part of an assignment will be posted on Monday by 5:00 p.m. E.T. All assignments are due on Sunday by midnight E.T. Written assignments and papers should be submitted via the appropriate link on blackboard or discussion board thread and should NOT be sent to the instructor as attachments. Assignments will usually take the form of short written papers or power point presentations. Each assignment is worth 10 points. Discussion Board: A percentage of your grade is based on your posts on the Discussion Boards. If you are required to post on the discussion board, it will be clearly indicated in that week's assignment. You must post at least twice to each discussion board unless otherwise indicated in the assignment description. One post should be your response to the questions posed in the discussion board. The other post should be a thoughtful response to another student s post. In order to receive credit, you must post your response to the posted discussion board questions by Thursday at midnight ET. In addition, you must post a response to another student s post by Sunday at midnight ET. 3

4 Your grade on the discussion board is based on participation. Each discussion board assignment is worth 10 points. However, in order to receive full credit for these posts, you must fulfill some basic requirements: - Posts should be a minimum of 150 words - Posts should be relevant to the topic being discussed, but should also attempt to introduce a new point of view or piece of information or otherwise further the discussion - Posts should use correct grammar, punctuation and vocabulary appropriate for a university-level course. Misuse of the discussion boards will not be tolerated. Final Project: Individual students will prepare a page paper (excluding tables and exhibits). You have two options. Students (especially professional students) are encouraged to choose a final project which is relevant to their own field 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 help you find resources, guide your research, etc. Please remember the wealth of resources available through the course library and the FSU library online databases. Notes that apply to all documents: -Should be typed in 12 point font (Times, Arial, Century, etc.) double-spaced with one-inch margins -Should have 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 -References cited page should be included, in APA format Option 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 bullet points (points will be deducted for going far under the page requirement, not backing up arguments with relevant research, etc.) a. Definition of the problem including product and competitive environment (2 pages) b. Statement of the marketing objectives (1 page) c. Target segment and its justification (1 2 pages) d. Identification of media resources and strategy (2 3 pages) e. Positioning and 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 focus groups, personal interviews, etc (2 3 pages) g. Guidelines for implementation (1 2 pages) h. Suggestions for the evaluation of effectiveness (1 2 pages) 10 points for grammar, punctuation, style, etc. 10 points for correct citation of sources TOTAL: 100 points Option B) Students may also choose 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 Services Telecommunications 4

5 Pharmaceuticals Heath Care Packaged 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 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 35% Discussion board posts 35% Final Project 30% Late assignments and discussion board posts will be penalized 20% per day. The grading scale is as follows: A B D A C D B C D B C F <59 FSU POLICIES: GRADE INFLATION The Department of Communication is committed to reducing grade inflation in its courses. To that end, a department-wide grading standard has been adopted to insure that an "A" is reserved for outstanding performance. "A" and "A -" grades represent work whose superior quality indicates a full mastery of the subject. An "A" represents work of extraordinary distinction. University Attendance Policy: Excused absences include documented illness, deaths in the family and other documented crises, call to active military duty or jury duty, religious holy days, and official University activities. These absences will be accommodated in a way that does not arbitrarily penalize students who have a valid excuse. Consideration will also be given to students whose dependent children experience serious illness. Academic Honor Policy: The Florida State University Academic Honor Policy outlines the University s expectations for the integrity of students academic work, the procedures for resolving alleged violations of those expectations, and the rights and responsibilities of students and faculty members throughout the process. Students are responsible for reading the Academic Honor Policy and for living up to their pledge to... be honest and truthful and... [to] strive for personal and institutional integrity at Florida State University. (Florida State University Academic Honor Policy, found at 5

6 Americans With Disabilities Act: Students with disabilities needing academic accommodation should: (1) register with and provide documentation to the Student Disability Resource Center; and (2) bring a letter to the instructor indicating the need for accommodation and what type. This should be done during the first week of class. This syllabus and other class materials are available in alternative format upon request. For more information about services available to FSU students with disabilities, contact the: Student Disability Resource Center 874 Traditions Way 108 Student Services Building Florida State University Tallahassee, FL (850) (voice) (850) (TDD) sdrc@admin.fsu.edu Syllabus Change Policy "Except for changes that substantially affect implementation of the evaluation (grading) statement, this syllabus is a guide for the course and is subject to change with advance notice. If you want to know more about the Center for Hispanic Marketing Communications, the certificate and the minor, visit There you can also find resources for your projects research.ts research. 6