The 2010 U.S. Census documents that the three main minorities in the United States — Hispanic, African-American, and Asian — account for about 37% of the total U.S. population and that in many major metropolitan areas, they are now the majority. Estimates vary but at some point between 2030 and 2050, these minorities together will constitute the majority of the total U.S. population. Further, they account for almost three trillion dollars of buying power. Other groups, including Native Americans and Lesbian, Gay, Bisexual and Transgender people, further enrich the cultural and economic landscape of the U.S. Their interests, however, have not been well taken into consideration in advertising and marketing plans. And, there is a current vacuum in the U.S. industry of professionals who understand how to address diverse markets, including basic areas of knowledge such as demographics, consumer insights and behavior, segmentation, cultural archetypes and media behaviors. The Certificate in Multicultural Marketing Communication is designed to bridge the above-mentioned void by offering graduate students and professionals in industry the opportunity to learn about and work effectively with all these groups.
Graduate students pursuing a certificate in Multicultural Marketing Communication will:
- Acquire the skills necessary to include multicultural marketing considerations in a marketing or advertising plan;
- Apply cultural knowledge in formulating strategies directed to a multicultural population;
- Conduct research geared to enhance their cultural skills for application to marketing, advertising, and diffusion of innovations;
- Practice the principles of account planning in a multicultural context;
- Apply multicultural marketing knowledge to their academic and/or professional lives.
Who is Eligible to Apply?
Any graduate students currently enrolled at The Florida State University may apply to this certificate program. It is also offered to anyone with a completed BA or BS anywhere in the world who would like to complete the certificate online. The courses in this certificate program can be used to fulfill part of the requirements for the Masters in Integrated Marketing Communication. Students not currently enrolled in a graduate degree program may apply as a “special” student. This certificate program is not open to undergraduate students, but interested undergraduates should consider our separate, parallel Undergraduate Certificate in Multicultural Marketing Communication.
Students who are not currently enrolled in a graduate degree or graduate certificate program at FSU must submit a transcript that verifies they graduated with a bachelor’s degree from an accredited college or university. Graduate students currently enrolled in another institution may submit either a current transcript or a letter from their academic director stating they are enrolled and in good standing.
NOTE: Degree-seeking graduate students and “special” status students in any college or school at FSU can apply directly to the director, as indicated above. Students at other institutions and non-degree earning professionals should apply through Academic and Professional Program Services (APPS). This Certificate is not intended as a diploma or degree.
A bachelor’s degree from an accredited college or university.
Standardized Test Requirements: None.
This certificate program is composed of four (3 credit-hour) graduate level courses offered by the School of Communication that can be taken in the classroom or online. In addition, this certificate program requires the student write a Capstone Experience paper that applies the coursework to his or her academic or professional experience.
The following are required courses:
ADV 5415 Hispanic Marketing Communication — This course looks at the largest and fastest growing minority in the U.S. and examines appropriate ways to connect culturally. Offered Fall in the classroom and online in the Spring.
ADV 5605 Account Planning — Enables students to obtain cultural insights from consumers across different cultures and segments. Offered all semesters in the classroom and online during the Summer
ADV 5416 Multicultural Marketing Communication — Reviews cultural differences and similarities and provides the context for research projects to understand better the consumer communication and behavior of different groups. Offered Spring in the classroom and online in the Fall.
MMC 6469 Diffusion of lnnovations — This course is an examination of various theoretical and practical issues pertaining to communication’s roles in the diffusion of innovations across cultures. Currently only available in the classroom during the Summer but will be available online soon.
A Capstone Experience paper will be required of all students. This paper will be a 15- to 20-page paper applying the knowledge acquired to their current academic or professional work. It should not be a summary of the coursework for the certificate but an application paper that emphasizes the utilization of the knowledge acquired. This paper will be graded as Satisfactory or Unsatisfactory while the student is taking the last course above and must be submitted two weeks before the end of that semester. The faculty member teaching that last course will grade the Capstone Experience paper.
The student must maintain a cumulative 3.0 (B) grade point average or higher in all graduate certificate courses attempted in order for the graduate certificate to be granted. This follows general graduate student grading policies at FSU.
The Certificate program must be completed within 3 years of its initiation.
Transfer and “Double Counted” Credits
The director or administrator of the program may allow the transfer or “double counting” of one course taken at another institution or taken for another purpose at FSU. That course must be deemed of relevant content and level at the discretion of the director. Under no circumstance will the student be allowed to transfer or “double count” more than one course.