Other Readings:

• Cui, G. (1997). Marketing strategies in a multi-ethnic environment. Journal of Marketing Theory and Practice, 5(1), 122–134.
• Lesson 1 Canvas commentary

Videos:

• Watch: Class Divide

1. Set up your personal blog on Sites at Penn State.
2. In your blog, post an introduction of yourself: "About Me and My Culture." Include a 45- to 60-second "About Me" video.
3. Read each class member's introduction post.
4. Lesson 1 Discussion: your thoughts on Class Divide.
5. optional: Set up a Twitter account and follow @profnichols.
6. optional: Attend the recorded Zoom session.

Textbook:

• Morse, Chapter 1: "Melting Pots, Multiculturalism, and Marketing to the New America"

Other Readings:

• Lesson 2 Canvas commentary

Videos:

• Watch: Race and Ethnicity

1. Lesson 2 Discussion
2. Lesson 2 "Uncover" Blog Post (optional: Share your news item with the instructor by tweeting the link from your blog post.)
3. Essay: Reaction to Morse, Chapter 1
4. optional: Attend the recorded Zoom session

Other Readings:

• Burton, D. (2002). Towards a critical multicultural marketing theory. Marketing Theory, 2(2), 207–236.
• Normative Communication Styles & Values for Cross-Cultural Collaboration
• Lesson 3 Canvas commentary

Videos:

• Watch: The Danger of a Single Story
• Watch: Tim Wise: On White Privilege

1. Lesson 3 Discussion
2. Lesson 3 "Uncover" Blog Post (optional: Share your news item with the instructor by tweeting the link from your blog post.)
3. Lesson 3 Multicultural Learning Experience Blog Post
4. Essay: Reaction to Burton
5. optional: Attend the recorded Zoom session

Textbook:

• Morse, Chapter 3: "African Americans"

Other Readings:

• James, J. P., Lee, K. K., Zhang, M., & Williams, J. D. (2017). Ethics and policy issues for Internet advertising: Targeting multicultural consumers in the digital marketing era. Journal of Management Policy & Practice, 18(4), 93–106.
• Iglesias-Rios, L., & Parascandola, M. (2013). A historical review of R.J. Reynolds' strategies for marketing tobacco to Hispanics in the Lessoned States. American Journal of Public Health, 103(5), 15–27.
• Lesson 4 Canvas commentary

Videos:

• Watch: Black Lives / Black Lungs

1. Lesson 4 Discussion
2. Lesson 4 "Uncover" Blog Post (optional: Share your news item with the instructor by tweeting the link from your blog post.)
3. Essay: Analyze the ethical issues surrounding advertising to Blacks and Hispanics.
4. optional: Attend the recorded Zoom session.

Textbook:

• Morse, Chapter 4: "Asian Americans" 

Other Readings:

• Starbucks Only Likes Its Coffee Black, Not Its Customers
• El-Bassiouny, N. (2016). Where is “Islamic marketing” heading? A commentary on Jafari and Sandikci's (2015) “Islamic” consumers, markets, and marketing. Journal of Business Research, 69(2), 569–578.
• Lesson 5 Canvas commentary

Videos:

• Starbucks training video: Stanley Nelson: Story of Access 
• Watch: Amal Kassir: The Muslim on the Airplane
• Watch: Canwen Xu: I Am Not Your Asian Stereotype

1. Lesson 5 Discussion
2. Lesson 5 "Uncover" Blog Post (optional: Share your news item with the instructor by tweeting the link from your blog post.)
3. Essay: How racial and ethnic stereotypes contributed to three corporate crises
4. optional: Attend the recorded Zoom session.

1. Review final project guidelines.
2. Part I, Step 1: Complete the audience survey to form teams.

Textbook:

• Morse, Chapter 5: "LGBTQ Americans"
• Morse, Chapter 6: "The New America and People of Mixed Race"

Other Readings:

• If Truth Be Told 2006–2011: A Five-Year Progress Report on Ending Milwaukee's Teen Pregnancy Crisis
• Lesson 6 Canvas commentary

Videos:

• Watch: PR Four-Step Process: How to Tackle a Public Relations Campaign

1. Lesson 6 Discussion
2. Lesson 6 "Uncover" Blog Post (optional: Share your news item with the instructor by tweeting the link from your blog post.)
3. Outline the four-step problem-solving process.
4. optional: Attend the recorded Zoom session.

1. Part I, Step 2: Forming Your Agency

Textbook:

• Morse: Rules 1–4

E-Reserves: (Available via the Library Resources link in the Course Navigation Menu.)

• Broom, G. M. (2012). Step one: Defining public relations problems. In Cutlip and Center's effective public relations (pp. 238–261). New York, NY: Pearson.

Other Readings:

• Poole, S. M., & Garrett-Walker, J. (2016). Are future business professionals ready for multicultural marketing? Journal of Cultural Marketing Strategy, 2(1), 43–50. (Also available on E-Reserves)
• Lesson 7 Canvas commentary

1. Lesson 7 Discussion
2. Lesson 7 "Uncover" Blog Post (optional: Share your news item with the instructor by tweeting the link from your blog post.)
3. Lesson 7 Multicultural Learning Experience Blog Post
4. optional: Attend the recorded Zoom session.

1. Part II, Step 1: Introduction to and Background of the Challenge
2. Part II, Step 1: Primary Research Proposal, Plan, and Tools
3. Part II, Step 1: Audience Analysis (individual assignment)

Textbook:

• Morse: Rules 5–8

E-Reserves: (Available via the Library Resources link in the Course Navigation Menu.)

• Broom, G. M. (2012). Step two: Planning and programming. In Cutlip and Center's effective public relations (pp. 263–285). New York, NY: Pearson.

Other Readings:

• Gillette's "Shave India Movement"
• Lesson 8 Canvas commentary

Videos:

• Watch: The Talk

1. Lesson 8 Discussion
2. Lesson 8 "Uncover" Blog Post. (optional: Share your news item with the instructor by tweeting the link from your blog post.)
3. Communication Theory Paper
4. optional: Attend the recorded Zoom session.

1. Part II, Step 1: Secondary Research
2. Part II, Step 1: Situation Analysis and SWOT
3. Part II, Step 1: Problem Statement

E-Reserves: (Available via the Library Resources link in the Course Navigation Menu.)

• Broom, G. M. (2012). Step three: Taking actions and communicating. In Cutlip and Center's effective public relations (pp. 287–309). New York, NY: Pearson.
• Leslie, N. S. (2017). The state of the multicultural marketing and advertising in the USA. Journal of Cultural Marketing Strategy, 2(2),  124–140.

Other Readings:

• Roberts, R. (2020, January 8). Marketing to the New America. Medium. https://medium.com/swlh/marketing-to-the-new-america-7ee1ea2804c2
• Ramasubramanian, S., Doshi, M., & Saleem, M. (2017). Mainstream versus ethnic media: How they shape ethnic pride and self-esteem among ethnic minority audiences. International Journal of Communication, 11, 1879–1899.
• Lesson 9 Canvas commentary

1. Lesson 9 Discussion
2. Lesson 9 "Uncover" Blog Post (optional: Share your news item with the instructor by tweeting the link from your blog post.)
3. Essay: Recreational Skiing Case Study
4. optional: Attend the recorded Zoom session.

1. Part II, Step 2: Goal(s) and Objectives
2. Part II, Step 2: Target Audience Profile
3. Part II, Step 2: Define Culturally Relevant Strategies
4. Part II, Step 2: Culturally Relevant Messages
5. Part II, Step 2: Theories and Persuasive Approaches

E-Reserves: (Available via the Library Resources link in the Course Navigation Menu.)

• Wilcox, D., & Reber, B. (2016). Measuring success. In Public relations writing and media techniques (pp. 333–356). New York, NY: Pearson.

Other Readings:

• Licsandru, T. S., & Cui, C. C. (2019). Ethnic marketing to the global millennial consumers: Challenges and opportunities. Journal of Business Research, Vol. 103, pp. 261-274.
• Lumpkins, C. Y., Greiner, K. A., Daley, C., Mabachi, N. M., & Neuhaus, K. (2013). Promoting healthy behavior from the pulpit: Clergy share their perspectives on effective health communication in the African American church. Journal of Religion and Health, 52(4), 1093–1107.
• Lesson 10 Canvas commentary

Videos:

• Watch: Feel Rich: Health Is the New Wealth (can be accessed through Amazon Prime Video)

1. Lesson 10 Discussion
2. Lesson 10 "Uncover" Blog Post (optional: Share your news item with the instructor by tweeting the link from your blog post.)
3. Essay: Total market versus culturally relevant approaches used in campaigns
4. optional: Attend the recorded Zoom session.

1. Part II, Step 2: Culturally Relevant Media
2. Part II, Step 2: Culturally Relevant Approaches
3. Part II, Step 3: Timeline
4. Part II, Step 3: Budget (optional)
5. Part II, Step 3: Creatives: Mock Up
6. Part II, Step 4: Evaluation Measurement Plan

• Review the readings and videos in previous lessons.

1. Part III: Executive Summary
2. Part III: Link to the strategic campaign plan draft and link to the recorded Zoom presentation
3. Comments/critiques to peers

• Review the readings and videos in previous lessons.

1. Continue to provide comments/critiques to peers by the first Wednesday of the lesson week
2. Part IV: Final strategic campaign plan in PDF and the link to the blog page you posted it on
3. Part IV: Revised PowerPoint presentation slides (optional)
4. Part IV: Peer evaluation