MKTG 120 - Consumerism and Black Culture

2.00 credit hours

With over a trillion dollars’ worth of buying power, black consumers are commanding attention in the marketplace. By embracing traditional channels of communication and harnessing the power of social media, these consumers are engaging with brands in an unprecedented manner. As savvy shoppers, black consumers are seeking more authentic relationships with brands and corporations are making efforts to respond. This course will explore the range of factors that influence black consumer attitudes towards the marketing and advertising strategies used by major brands. Particular attention will be paid to the impact of culture on the consumer decision-making process.

Cardinal Directions Designation(s): Social Sciences, U.S. Power Structures.
iCon(s): Challenging Inequity.

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MKTG 120 - Consumerism and Black Culture