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IMC 622


Course testimonial from WVU IMC graduate, Tiffany Wright:
“I have always been intrigued with other cultures, so from the moment I started the IMC program I knew that I wanted to sign up for the Multicultural Marketing elective. Being able to better understand ethnic groups within the U.S. and how to effectively communicate with individuals in those groups proved to be an invaluable learning experience. This course got to the core of market segmentation, where multicultural consumers are more accurately categorized in subset groups in which marketing messages will resonate with them. Each week, the course provided thorough knowledge of a culturally diverse group including Mature Americans, Hispanic Americans, African Americans, Gay Americans and Asian Americans. We learned about each group’s demographics, psychographics, their presence in current media and, most importantly to me, how to create effective messages aimed toward individuals in these groups. A key takeaway from the elective is that ethnic groups will no longer be satisfied with seeing themselves in ads—they want to see messages that truly target them. Consequently, one of the challenges (and also rewards) with the weekly assignments was trying to find ads that didn’t just feature ethnic individuals, but that communicated a message that resonated with them. This course will continue to have relevance in the marketing industry as one in every three people in the U.S. associate with an ethnic minority. With this number expected to rise, communicators will need to continue to find ways to sell products and services to America’s increasingly diverse population.”

Course Description

Teaches cultural sensitivity and prepares students to promote products and services to a diverse marketplace within the U.S. The course focuses on racial/ethnic groups in the U.S., and it also covers mature and gay/lesbian markets.

Course Learning Outcomes

Upon successful completion of the course, students will:

  • Learn what it means to market to subcultures within subcultures.
  • Identify the appeal of marketing to the Asian American subculture.
  • Analyze the ethical issues involved in marketing to American subcultures.
  • Discuss the ways in which stereotypes can influence marketing messages and the precautions marketers should take to avoid stereotyping.
  • Analyze the ways in which Hispanic consumers use social media.
  • Explain the ways in which marketers can speak to comsumers who are brand loyal to competing brands.
  • Contemplate the ethics of marketing potentially harmful products to vulnerable target markets.
  • Discuss current and future trends in marketing to gay Americans.
  • Research the strategies marketers commonly use to target mature Americans.


Topics in this course may include:
The Evolution of Multicultural Marketing
Segmentation & Consumer Identity in a Multicultural Society
Ethics & Stereotyping in Multicultural Marketing
Marketing to Mature Americans
Marketing to Hispanic Americans
Marketing to African Americans
Marketing to Gay Americans
Marketing to Asian Americans
Succeeding in the Multicultural Marketplace

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subjec t to change without notice.