Abstract

Firms often make marketing missteps that offend minority consumers. Such missteps are attributed to the lack of diversity within the marketing field. This paper presents a corporate engagement program that partners minority students with a national company as an innovative approach to this problem. Leveraging both passive and active learning, students attend classes and work on original marketing plans for the company. Feedback from both students and the company suggests that both parties learned from each other, adding to the pipeline of future minority marketers while leading to a better understanding of minority consumers. The latter holds promise for the creation of effective communications that resonate with minority consumers.

摘要

公司经常犯下冒犯少数消费者的营销失误。这种失误归因于营销领域缺乏多样性。本文介绍了一项企业参与计划，该计划将少数民族学生与一家国家公司合作，作为解决此问题的创新方法。利用被动和主动学习，学生上课并为公司制定原始营销计划。学生和公司的反馈表明双方相互学习，增加了未来少数族裔营销人员的渠道，同时更好地了解少数族裔消费者。后者有望创造与少数消费者产生共鸣的有效沟通。