Posted by Elena del Valle on August 31, 2005
Program Director Felipe Korzenny, Ph.D.
FSU launched the Center for Hispanic Marketing Communication, which will offer a variety of classes towards a minor or graduate certificate in Hispanic Marketing Communication as well as a certificate program for Hispanics. Marketing to this Hispanic population requires an understanding of language and cultural issues. To lead the effots FSU appointed Hispanic marketing expert and FSU professors Felipe Korzenny, Ph.D. and his wife, Betty Ann Korzenny, who strongly believe a cultural approach is the only way to reach Hispanic audiences effectively. This month, the Korzennys released their new book, Hispanic Marketing: A Cultural Perspective by publishing house Elsevier.
The professors at the center will teach advertising, consumer behavior, communications and the cultural nuances professionals need to know when catering to the U.S. Hispanic market. Some marketers report a “brain vacuum,” claiming that there are not enough professionals trained to meet the demands of this growing demographic.
“The United States is the second-largest Spanish speaking nation in the world,” explains Korzenny, “and the pace of growth of this population far exceeds the base of true cultural knowledge and understanding of this population among marketing professionals. Hispanics are the most important and fastest growing segment in the U.S. consumer marketplace.”
The growing Hispanic population is profoundly changing the marketing landscape. Hispanic purchasing power is expected to reach $1 trillion by 2008, according to the Selig Center, and the Hispanic population is conservatively predicted to more than double in size by 2050, reaching 24 percent of the total U.S. population, according to the U.S. Census Bureau. The Hispanic advertising industry is outpacing all other sectors of advertising growing four times faster and is now more than a $4 billion industry, according to the Association of Hispanic Advertising Agencies.
The Center offers a graduate certificate program, an undergraduate minor in Hispanic marketing communications and an executive seminar series. The two- to three-day seminars, targeted at decision makers, will be conducted at the University and other locations in the U.S. They are expectd to provide convenient venues for intense learning experiences on the rapidly changing Hispanic market. The purpose of the seminars, led by FSU faculty and national experts, is to provide participants with in-depth information on the complexities of the U.S. Hispanic market. Seminars will focus on language, acculturation and segmentation and include presentations by experts in academia and business and applied sessions in which participants will use their newly gained knowledge for practical Hispanic marketing.
Graduate Certificate Program
The interdisciplinary program enables students to learn about this emerging market by gaining experience through business and marketing, behavioral theory, modern language, and Hispanic cultural studies. The certificate is comprised of 18 course units, including an Hispanic-related industry residency.
In order to participate students must already be admitted to a graduate program at Florida State University, achieve a cumulative GPA of 3.0 and have competency in Spanish. Hispanic Marketing Communication is a required course. Students must also select Core Courses from the following: Behavioral Science Theory, Business and Marketing Strategy, Hispanic History and Culture, Modern Literature or Practical Language Application. Completion requirements include 18 credits and a residency requirement which prompts students to complete a minimum of six weeks of residency in Hispanic-related marketing or business.
The interdisciplinary coursework, available to students of all academic areas, provides students knowledge of attitudes and behaviors that should allow them to successfully plan and execute marketing communications programs directed to Hispanic populations. In order to participate students must fulfill requirements for admission to Florida State University and maintain a cumulative GPA of 3.0 in all coursework. They must also have competency in Spanish. Hispanic Marketing Communication is a required course. Students must also select Core Courses from the following: Business and Marketing Strategy/Behavioral Theory, Hispanic History and Culture, Modern Literature or Practical Language Application. Completion requirements include 15 credits for communication majors and 12 credits for others. Scholarships available include the Fry Hammond Barr Scholarship in Hispanic Marketing Communication for undergraduate students (up to $2,500) and the Pablo J. Lopez Memorial Scholarship in Hispanic Marketing Communication for undergraduate students (up to $2,500).