Monday, August 15

Florida State University Launches First Center for Hispanic Marketing Communication

From Hispanic Wire:
Tallahassee, FL--(HISPANIC PR WIRE)--August 15, 2005--Florida State University
announces the official launch of the Center for Hispanic Marketing Communication, the first program of its kind in the U.S., designed to educate professionals to serve the growing Hispanic marketing industry.

The Center is directed by Dr. Felipe Korzenny, one of the country?s preeminent Hispanic marketing experts and an FSU professor of advertising and integrated marketing communication. It provides the nation?s first graduate certificate and undergraduate minor programs, conducts relevant research to further the understanding of the Hispanic market, offers executive seminars, and serves as a knowledge resource about the Hispanic market.

Dr. Korzenny, who founded one of the first multicultural marketing firms prior to joining the FSU faculty, is a top national speaker and is widely considered an expert on Hispanic market strategy and insights, bringing expertise and unique perspective on the Hispanic market to a broad range of industries. Together with co-author Dr. Betty Ann Korzenny, he wrote the new book Hispanic Marketing: A Cultural Perspective, which provides key marketing insights on the cultural aspects of the U.S. Hispanic experience.

The growing Hispanic population is profoundly changing the marketing landscape. Hispanic purchasing power is expected to reach $1 trillion by 2008, according to the Selig Center, and the Hispanic population is conservatively predicted to more than double in size by 2050, reaching 24% of the total U.S. population, according to the U.S. Census Bureau. The Hispanic advertising industry is outpacing all other sectors
of advertising growing four times faster and is now more than a $4 billion industry, according to Association of Hispanic Advertising Agencies.

The Center, which collaborates with the Yankelovich MONITOR Multicultural Marketing Study, and with Cheskin Hispanic research and consulting, offers training at the graduate and undergraduate levels, with a minor for undergraduate students and a certificate for graduate-level students. The coursework has relevance for students from a broad range of disciplines, and a minor and graduate-level certificate may be earned by students regardless of their core area of studies.

The Center gains support from industry to generate marketing knowledge, and industry partnerships help the Center fulfill its mission of both educating professionals and serving as an industry resource.