Hispanic Marketing

The Spanish language is the only common factor in the "Hispanic Market". The cultures of the Hispanic population are as diverse as the countries of origin. Hispanics are the fastest growing consumer group in Nevada. Currently 26% of the greater Las Vegas population is Hispanic, representing approximately one-half million people. The purchasing power of this population is estimated at over 20 Billion dollars annually. This large, diverse group of consumers deserves their fair share of the advertising dollar. The varied cultures also deserve respect. This means a generic ad in Spanish will not and should not get a response. Those companies that prove an understanding of their Hispanic audiences and show respect for their cultures will likely win the Hispanic consumer allegiance; those that do not will lose out on this large and active market, and justifiably so. Regis University in Las Vegas is one of only three universities in the nation to offer a degree specialization in Hispanic Marketing. Call us to learn how you can profit from a Regis education. 702-990-0375

Introducing the Hispanic Marketing Program from Regis University

B.S. Business Administration degree with Hispanic Marketing specialization or Certificate in Hispanic Marketing

Argentina	Ecuador	Panama
Bolivia	El Salvador	Paraguay
Chile	Equatorial Guinea	Peru
Colombia	Guatemala	Puerto Rico
Costa Rica	Honduras	Spain
Cuba	Mexico	Uruguay
Dominican Republic	Nicaragua

Hispanic Marketing Specialization

Name	Course Foundation	Course Description	Course Outcomes
Hispanic Consumer Behavior	New	Course examines the multiple cultural segments within the Hispanic market. It details psychographic, demographic, cultural and acculturation aspects of this market. The course focuses on buying power, shopping and spending patterns, and positioning products and services to reach Hispanics.	Understand economic, social and political impact of Hispanics. Identify different Hispanic market origins. Understand different methods of effective communication with the Hispanic market. Define different acculturation levels and shopping behaviors of Hispanic consumers. Examine cultural traditions, values, language, and behaviors that affect the market place and marketing plans.
Hispanic Market Research and Applications	New	Course covers primary and secondary market research methods and how they are applied in the Hispanic market. Course includes market research design, data mining, promotion tracking, and competitor and customer analysis.	Define primary and secondary marketing research methods and when each should be used. Identify results expected from each research type and define most effective methods to use in the Hispanic market. Understand effective tools to conduct analysis of competitors in the Hispanic market. Determine ethical issues associated with gathering Hispanic data and profiling consumers. Define methods of data-mining Hispanic consumer information Describe tactics to use in tracking results for promotion campaigns conducted in Hispanic market.
Strategic Planning for the Hispanic Market	New Note - This course can be implemented as a Service Learning program.	The course details essential elements of an effective marketing plan customized for the Hispanic market. Students create a plan that includes SWOT analysis, customer analysis, market research, and defines strategic and tactical approaches for the marketing mix. Case studies will be intensively examined.	Apply marketing concept of customer focus to Hispanic target market. Develop a strategic marketing plan targeted to reach an Hispanic market segment. Examine ethical issues associated with target marketing toward Hispanic consumers. Know how the 4P's of the marketing mix are integrated to meet the needs of the Hispanic market. Demonstrate how marketing plans focused on the Hispanic market will deliver cost-effective results. Describe the strategic objectives and tactical methods to implement the marketing plan.
Implementing Hispanic Marketing Campaigns	New Note - This course can be implemented as a Service Learning program.	Analyze and select promotional tools that create effective campaigns to reach the Hispanic market and deliver objectives identified in a marketing plan. Course covers creative brief development, sales and selling techniques, mass marketing, sales promotion and publicity.	Define which promotion tools are most effective in reaching the Hispanic market. Develop a multi-tactic project that accomplishes objectives of a marketing plan within budget. Identify effective publicity methods in the Hispanic market. Describe selling techniques and tactics used with the Hispanic market. Describe mass marketing tactics effective in the Hispanic market. Understand importance of brand and message in communications sent to the Hispanic market.

The above courses are available as a Specialization in the B.S. Business Administration degree and are also available as a four course Academic Certificate. The Specialization & Certificate begin Jan. 2008.

(702) 990-0375
www.regislasvegas.org
Campuses in Green Valley & Summerlin Campus