Multicultural Marketing - Making the Budget Work Effectively

Brands with budget constraints can sometimes feel lost when it comes to effective multicultural marketing, missing out on key connection opportunities with their audiences. Multicultural marketing is not a one-size fits all approach. Age, race, background and interest all play a role in communicating with your target audience. For many brands, a multicultural marketing budget is integral to a brand’s overall marketing budget. Yet for others, multicultural budgets are just a fraction of general market budgets or non-existent.

Multicultural marketing in the face of budget constraints is still possible. Through exercises, case studies, and market research, this course will show you how to maximize resources and reach the right audience, on the right medium(s), within budget. We will explore what multicultural marketing is and how research, defined objectives, and target audience detail can be better employed for effective multicultural marketing. Research is the marketer’s friend, and by doing it, you can narrow your audience and in turn focus your budget and spend wisely. We will also look at common multicultural marketing misconceptions, where PR fits in the mix, and assess different media platforms for target audience effectiveness.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

• Marketing leaders within corporations or advertising agencies that want to learn more about multicultural marketing and how to incorporate it into overall marketing plan and budget
• Professionals within the general market that are managing marketing budgets for brands of all sizes. In particular, small to mid-sized brands looking to maximize their multicultural efforts within limited budgets will benefit from this workshop.
• Company owners that need to reach a specific viable audience with their message about their product/service and feel that they are not doing so currently

Learning Objectives

1. Gain an increased understanding of multicultural marketing
2. Learn how to integrate a multicultural budget into your overall plan
3. Understand the financial benefit of including multicultural marketing into a plan despite the size of the company

Find out what you will learn from instructor Nicole Sebree-Henry in the video below.

Estimated Length of Completion

Approximately 65 minutes. This timing reflects the basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here