IMKT22000 - Cultural Competence for Marketing Communication

Course Description

Diversity in the U.S. and around the world is reaching a tipping point and marketers need to better understand and embrace different cultures to drive business growth, communicate effectively, and create an inclusive work culture.

This course leads students to appreciate, understand and leverage culture for brand relevance. It teaches students the fundamentals of cultural diversity through a research-based approach, how to analyze and identify cultural insights, and how to evaluate creative campaigns though a cultural lens.

Real-world examples, case studies, and guest speakers encourage a deeper appreciation of cultural sensitivity. Students will be able to help businesses transform by exercising professional skepticism in cultural marketing campaign development.