Hispanic Marketing Communication: a Cultural Perspective s1

Hispanic Marketing Communication ADV 3410 – Online Course Department of Communication Florida State University Summer 2010

INSTRUCTOR: Holly McGavock EMAIL: [email protected] PHONE: (850) 339-9970 MSN Messenger: [email protected] Office hours via MSN: Monday-Friday 10am – 5pm

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: A Cultural Perspective by Felipe Korzenny, Betty Ann Korzenny (2005). Publisher Butterworth-Heinemann- Elsevier. You can find this book at

1 the university bookstore or on Amazon.com. Please make sure you have the text by the second week of class.

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 unique markets  Understand 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  Understand 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 market

COURSE SCHEDULE, TOPICS, AND ASSIGNMENTS *The instructor has the right to change the syllabus.

WEEK TOPICS Week 1 Introduction to the course May 10 • Course organization • Icebreakers/Introductions Week 2 Hispanic Marketing: A Cultural Perspective, Chapter 1 May 17 The Role of Culture in Cross–Cultural Marketing  The importance of culture in marketing  Culture  Why a cultural approach to marketing?  A psycho-socio-cultural approach  The paradox of social class across cultures  Shared perceptions, motivations, beliefs and values  It is not a race  A common heritage  A common language  Media facilitates specific targeting  Geographic concentration  A cultural perspective makes the difference

Week 3 Hispanic Marketing: A Cultural Perspective, Chapter 2 May 24 Characteristics of the Hispanic Market  Demographic profile  Geographic profile  Economic profile  Ethnic profile  Cultural and Historical origins and backgrounds  Immigration to the US and its impact on the US Hispanic market

2 Week 4 Hispanic Marketing: A Cultural Perspective, Chapter 3 May 31 What makes Hispanics Hispanic?  The issue of self identification  Reference groups and Hispanic self identification  Hispanic vs. Latino vs. specific country of origin  Labels and their implications  How do Hispanics think of themselves?

Week 5 Hispanic Marketing: A Cultural Perspective, Chapter 4 June 7 Language and culture. Code switching, Spanglish. The Sapir-Whorf Hypothesis.

 What do Hispanics speak?  The issues of Code Switching  The Sapir-Whorf Hypothesis as it relates to the importance of language use  Purism vs. pragmatism in language usage  The overlap between language and culture

Week 6 Hispanic Marketing: A Cultural Perspective, Chapter 5 June 14 Enculturation, acculturation, segmentation, stereotypes, assimilation.  Cultural acquisition  Acquisition of a second culture  Abandonment of the first culture in favor of a second culture  One-dimensional models of acculturation  Multidimensional models of acculturation  Acculturation segmentation  Acculturation by life-stage segmentation  A multicultural future?  The impact of stereotypes and auto-stereotypes on acculturation, self- esteem, and consumer behavior Week 7 Hispanic Marketing: A Cultural Perspective, Chapter 6 June 21 Cultural archetypes and dimensions  Monochronism  Monomorphic and polymorphic leadership  Individualism and collectivism  Androgyny  Cultural attributions  Cultural perception of: o Money o Home o Debt o Happiness o Death o Parent-Child relationships o Religion o Relationship with nature o Position in the cosmos o Guilt vs. Shame o Gender relationships and expectations o Food and hunger o Hot and cold o Morning, day and night  Machismo and Marianismo  Child centeredness  Health remedies and medicine Week 8 Hispanic Marketing: A Cultural Perspective, Chapter 6 June 28

3 Cultural archetypes and dimensions, continued Week 9 Hispanic Marketing: A Cultural Perspective, Chapter 7 July 5 Culturally Informed Strategy Based on Grounded Research  The Cultural Research Paradox  The Paradox of Linguistic Equivalence  Cultural bias and standardization  Use of scales  Choice of data collection approaches  Qualitative approaches  Quantitative approaches  The Account Planner

Week 10 Hispanic Marketing: A Cultural Perspective, Chapter 8 July 12 U.S. Hispanic Media Environment and Strategy  Television  Radio  Print  The Movie Theater  The Internet  Grassroots, Networks, Promotions  A new way of thinking

Week 11 Hispanic Marketing: A Cultural Perspective, Chapter 9 July 19 The Evolution of Hispanic Marketing  The origin of a market  The story of the Hispanic market

Week 12 Hispanic Marketing: A Cultural Perspective, Chapter 10 July 26 The Future  Size and futurism  Removing obstacles  Lifestyle and economic borders replace national borders  The right and the wrong-ethics in Hispanic Marketing  Week 13 Final Projects due Monday, August 2nd, before midnight EST. Late projects will August 2 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 email 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 specified in the discussion board assignment. 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.

4 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.

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 10 - 15 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 Serif 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 -All appendices should be included at the end of the document with adequate reference to them in the body of the paper -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

5 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 • 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 30% Discussion board posts 30% Final Project 25% Participation 15%

Late assignments and discussion board posts will be penalized 20% per day.

The grading scale is as follows:

A 94-100 B- 80-82 D+ 67-69 A- 90-93 C+ 77-79 D 60-66 B+ 87-89 C 73-76 D- 60-62 B 83-86 C- 70-72 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.

ACADEMIC HONOR CODE

6 Students are expected to uphold the Academic Honor Code published in The Florida State University Bulletin and the Student Handbook. The Academic Honor System of The Florida State University is based on the premise that each student has the responsibility (1) to uphold the highest standards of academic integrity in the student's own work, (2) to refuse to tolerate violations of academic integrity in the university community, and (3) to foster a high sense of integrity and social responsibility on the part of the university community. Students are required to provide references for all materials quoted or from which the student obtains ideas used in papers and presentations. References should be substantive enough so that anyone interested can find the material referenced. If the instructor suspects plagiarism, she reserve the right to use Turn It In in order to check for plagiarism.

Please see the following web site for a complete explanation of the Academic Honor Code. http://www.fsu.edu/Books/Student-Handbook/codes/honor.html

AMERICANS WITH DISABILITIES ACT Students with disabilities needing academic accommodation should: (1) register with and provide documentation to the Student Disability Resource Center; (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. For more information about services available to FSU students with disabilities contact [email protected] or http://www.fsu.edu/~staffair/dean/StudentDisability

SEXUAL HARASSMENT POLICY STATEMENT. Sexual harassment is a form of discrimination based on a person's gender. Sexual harassment is contrary to the University's values and moral standards, which recognize the dignity and worth of each person, as well as a violation of federal and state laws and University rules and policies. Sexual harassment cannot and will not be tolerated by the Florida State University, whether by faculty, students, or staff; or by others while on property owned by or under the control of the University. Sexual harassment is defined as unwelcome sexual advances, requests for sexual favors, and other verbal or physical conduct of a sexual nature directed at an employee or student. For more information check http://www.auditservices.fsu.edu/sh/policy.html

If you want to know more about the Center for Hispanic Marketing Communications, the certificate and the minor, visit http://hmc.comm.fsu.edu There you can also find resources for your projects research.