Undergraduate Certificate in

Multicultural Marketing Communication


Undergraduate education can benefit greatly from a better grasp of the cultural and demographic trends in US society. The recent 2010 US Census found that the three main minorities in the US, Hispanic, African American, and Asian, account for about 37% of the total US population and that in many major metropolitan areas they are now the majority. Estimates vary but at some point between 2030 and 2050 these minorities will constitute the majority of the total United States. Further, they currently account for almost three trillion dollars of buying power. Other cultural groups that include Native Americans, GLBT, and others further enrich the cultural and economic landscape of the US.


These cultures, however, have not been well taken into consideration in advertising and marketing plans. And there is a current vacuum in the US industry of professionals that understand how to address US culturally diverse markets, including basic areas skills of knowledge such as: demographics, psychographics, consumer insights and behavior, segmentation, cultural archetypes, media behaviors, positioning, and account planning.


This undergraduate certificate program, then, has as its target audience, undergraduate students at Florida State University and other institutions and organizations. The certificate is designed to bridge the above mentioned void by offering undergraduate students and professionals in industry the opportunity to learn about and work effectively with these emerging minorities.


The students benefiting from this certificate program can be any regular undergraduate student currently enrolled as an undergraduate at Florida State University or affiliated institutions. This certificate is offered also to anyone anywhere in the world who would like to complete the certificate online and participate in the distance education programs at FSU.  The courses in this certificate program can be used as part of any of the undergraduate Majors and Minors in communication. We anticipate starting to offer this Certificate in the Summer of 2012.


 Graduate students cannot participate in this certificate program and should consider a separate and parallel Graduate Certificate in Multicultural Marketing Communication.


The learning objectives to be achieved by completing the requirements for this undergraduate certificate are listed below.

Undergraduate students pursuing a certificate in Multicultural Marketing Communication will:


Students interested in obtaining this Certificate in Multicultural Marketing Communication will apply to the Director of the Certificate Program, who is also the Director of the Center for Hispanic Marketing Communication at FSU, Dr. Felipe Korzenny, or an alternatively designated administrator or person.

The application requires the submission of:

a. A completed application form. This form has been attached to this proposal, in the addendum below. It collects student data.

b. A one or two page letter of intent explaining why this certificate program is of interest to the student and how s/he will use the skills obtained in his/her professional or academic career.  The letter should answer the following questions:

Application materials should be sent to Dr. Felipe Korzenny, Director of the Undergraduate Certificate in Multicultural Marketing Communication, at 296 Champions Way, School of Communication, Florida State University, P.O. Box 306266, Tallahassee, FL  32306-2664,

or by e-mail to HispanicFSU@gmail.com.

Regular and Special students at FSU, from any college or school can apply directly to the Director as indicated above. Students at other institutions and non-degree earning professionals should also apply to the director as above indicated, and then apply for admission into the specific courses through Academic and Professional Program Services (APPS).

This Certificate is not intended as a diploma or degree.


In addition to the application outlined above and attached to this proposal, the student must be an undergraduate student at any institution of higher education, or can be an undergraduate special student, or can be a professional anywhere. All students can enroll as non-degree seeking special students, unless they plan to use the credit awarded to the courses in the Certificate program to their program of studies at FSU or any other institution.

This Certificate program has no other admission requirements.


Required courses: This certificate program is comprised of four (3 credit) undergraduate level courses offered by the School of Communication that can be taken in the classroom or online depending on their availability. In addition this certificate program requires that the student writes a Capstone Experience paper, applying the course work with to their academic or professional experience. The following are the required courses:

ADV 3410 Hispanic Marketing Communication- This course looks at the largest and fastest growing minority in the US and examines appropriate ways to culturally connect with them – Offered every semester including the Summer in the classroom and online.

ADV 4603 Account Planning- Enables students to obtain cultural insights from consumers across different cultures and segments – Offered online during the Summer only at this time.

ADV 4411 Multicultural Marketing Communication- Reviews cultural differences and similarities in consumer behavior and provides the context for research projects to better connect with these emerging groups – Offered in the Fall online only at this time.

MMC 4300. Communication and Change: The Diffusion of Innovations. An analysis of the process of change in developing countries and across cultures, particularly from the standpoint of how communication is used in the introduction, spread, and adoption of new ideas.- Currently only available in the classroom during the Summer but will be available online in the near future.


The student must receive a C+ or higher in all four of these courses, and a passing evaluation (S) on the Capstone Experience paper.


A Capstone Experience paper will be required of all students. This paper will be a 10 to 15 page paper applying the knowledge acquired to their current academic or professional work. It should not be a summary of the coursework for the Certificate but an application paper that emphasizes the utilization of the knowledge acquired. This paper will be written and will be graded as Satisfactory or Unsatisfactory while the student is taking the last course above and must be submitted two weeks before the end of that semester. The faculty member teaching that last course will grade the Capstone Experience paper.

A formal admission, and completion of requirements checklist is attached in the addendum. The signatures required ensure that the application materials and the completion of coursework is finished.

Course locations: The Certificate program will be offered on the Tallahassee Campus of Florida State University and online.  The student can mix and match online and classroom sections, depending on availability, to complete the certificate.


The number of credits required for completing this Certificate is 12.

The Director or administrator of the program may allow the transfer or “double counting” of one course taken at another institution or another FSU program either online or in the classroom. That course must be deemed of relevant content and level and allowed at the discretion of the director.  Under no circumstance will the student be allowed to transfer or “double count” more than one course.

The student must maintain a cumulative 2.5 (C+) grade point average or higher in all undergraduate certificate courses attempted in order for the undergraduate certificate to be granted.

Prerequisites: Any student who is enrolled in any program at FSU, or is a Special Student, or a student any other institution of higher learning. Also non-degree earning professionals who want to advance their education and skills.

Standardized Test Requirements: No standardized test requirements superseding those of Florida State University Undergraduate Admissions will be applied to this certificate program.  

Time limit for completion of the program: The Certificate program must be completed within 3 years of its initiation.  

Fee per course/credit hour: Fees parallel that of standard undergraduate-level courses, or APPS fees accordingly.


Attached, in the addendum, is a sample of the proposed certificate and wording.



Completion Checklist

Sample Certificate

Approvals/Signatures for the Proposal


Undergraduate Certificate in Multicultural Marketing Communication

Please return completed application and letter of intent prior to beginning the Certificate Program.

Name __________________________________  Date of Application ______________________

Address ___________________________________________________________

E-mail Address ___________________________________________________________

Phone # ________________________          Other Phone # __________________

Are you a (check one):    FSU Undergraduate Student ___  FSU Undergraduate Special Student ____

Not at student at FSU ____  

IF FSU STUDENT: Date of admittance to Florida State University _______________________

Major Area of Study ______________________________________________________

IF NOT AN FSU STUDENT: Main area of  studies or professional activity ____________________

Letter of Intent.  Please attach to this application a one – two page letter of intent explaining why this certificate program is of interest to you and how you will use the skills obtained in your professional or academic career.  Answer the following questions:

Send all application materials to:

Dr. Felipe Korzenny, at 296 Champions Way, School of Communication, Florida State University, P.O. Box 306266, Tallahassee, FL  32306-2664,

or by e-mail to HispanicFSU@gmail.com

Formal Completion Checklist

Graduate Certificate in Multicultural Marketing Communication

I. Application Materials (Date of Occurrence)

        __________        Application Received

        __________        Letter of Intent Received

        __________        Acceptance to Program

        Signature of Program Director or Administrator _____________________________

        Date ___________________


II. Completion of Courses for the Certificate

        ADV 3410 Hispanic Marketing Communication                _____________

ADV 4603 Account Planning-                                 _____________

ADV 4411 Multicultural Marketing Communication        _____________

MMC 4300 Diffusion of Innovations                        _____________        

Any Transfer Credits Approved                                _____________


Satisfactory Completion of Capstone Experience Paper        ____________


Signature of Program Director or Administrator _____________________________

        Date ___________________