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    Jul 15, 2024  
American University Catalog 2023-2024 
American University Catalog 2023-2024 [ARCHIVED CATALOG]

MKTG-405 Race in the Marketplace (3)

Per plentiful practical examples and increasing worldwide research evidence, racial dynamics impinge upon peoples’ experiences and outcomes in the marketplace. As a result, organizations across sectors are modifying their marketing practices to support marketplace equity. This course examines the various ways racial dynamics intersect with marketing strategy, consumer behavior, and marketplace outcomes. It investigates both historical and current-day dimensions of race and marketplace equity through readings, film, discussions, guest speakers, and strategic assignments. Students are equipped to recognize, analyze, and understand how to use marketing to intervene in race-related issues across diverse markets. The course emphasizes key theories concepts and approaches for comprehending racial dynamics in marketplace activities, analysis of issues at the intersection of marketing activities and race across different types of markets, and the use of marketing concepts and practices to design strategies and actions in support of racial equity in the marketplace. AU Core Integrative Requirement: Diversity and Equity. Crosslist: MKTG-605 . Prerequisite: MKTG-250  or MKTG-300 .