This graduate course will provide an overview of multicultural marketing in the United States. In today?s economy, it is widely recognized that the size and growth of multicultural populations is closely linked to successful marketplace performance of businesses. The class will provide an in-depth discussion and perspective on African American, Hispanic/Latino/Latinx, Asian American, Women, GLBTQA+, people with different abilities and the youth market sectors. The class is structured as a seminar where mini-case studies, book and article readings will be discussed. A semester-long project will also be developed by the students and presented to the class at the end of the semester. When appropriate and available, guest speakers will be invited. At the end of the class, students will understand how to market to these growing segments. They will understand the influence these segments have on marketing and American popular culture, and how that influence diffuses to the mass market. Emphasis will be placed on both theory and practice. Students will be able to link learning from a wide array of business disciplines to see how changes in one area affect the growth of the company as a whole. Thus, this course will require students to apply knowledge across business functional disciplines, theoretical constructs, and practical applications.

A sustainability perspective has become an imperative for business as usual in these days of climate and public health crises. This course has been designed to introduce students to marketing through the sustainability lens. Both experienced marketers and those new to the field will benefit from approaching the development of a marketing plan with the triple bottom line (economic, environmental and societal) as the guiding principal. The demand for innovation and solutions to sustainable problems, from environmental degradation to societal inequities across supply chains, is increasing quickly. Those who want to succeed in the future business world need the savvy and experience of examining these issues and applying new models for growth.

The Commonwealth Honors College thesis or project is intended to provide students with the opportunity to work closely with faculty members to define and carry out in-depth research or creative endeavors. It provides excellent preparation for students who intend to continue their education through graduate study or begin their professional careers. The student works closely with their 499Y Honors Research sponsor to pursue research on a topic or question of special interest to them in preparation for writing a 499T Honors Thesis or completing a 499P Honors Project.

Honors Thesis expectations are high. The intended end-product is a traditional research manuscript with accompanying artifact(s), all theses: - are 6 credits or more of sustained research on a single topic, typically conducted over two semesters. - begin with creative inquiry and systematic research. - include documentation of substantive scholarly endeavor. - culminate in an oral defense or other form of public presentation.

Honors Project expectations are high. The intended end-product is a traditional project manuscript with accompanying artifact(s), all projects: - are 6 credits or more of sustained research on a single topic, typically conducted over two semesters. - begin with creative inquiry and systematic research. - include documentation of substantive scholarly endeavor. - culminate in an oral defense or other form of public presentation.

499 - seminar

499 - seminar

Individual study of a selected problem for qualified students; by arrangement with members of the department. Available only to marketing majors meeting departmental requirements.