MKTG 3305 - Ethnography of Culture in the Market Place

3 hrs

An ethnography of the special markets and includes experiential living in a Latino community. It will analyze cultural similarities and differences within special markets, how individuals spend their time and money, shopping habits, acculturation, assimilation, and the impact of special population on the marketplace. This course will study theory and real time cases. Students will complete ethnographic field work, social media content analyses, and employ other marketing research methodologies as they seek to understand the cultures, lifestyles, habits, needs and wants of 21st century consumers.
Offered: Spring.