There is a growing population in the United States that has in some areas been ignored, but FSU has taken notice and now millions of Hispanics may soon feel the effects of a new program through the world of marketing.
The United States is now the second largest Spanish speaking nation in the world, and the newly formed Center for the Study of Hispanic Marketing Communication isn't wasting any time getting students ready to pounce on a virtually untapped market.
Students and program director Felipe Korzenny say the growing population of Hispanics from just 10 million in 1980 to more than 40 million in 2004 can't be ignored.
Felipe says, “The total U.S. economy has purchasing power of $9 trillion. The U.S. Hispanic market is worth $700 billion. Within the next three years the Hispanic market will be worth $1 trillion.”
With the research and training received in this program, Korzenny says his students will be prime candidates for marketing jobs, and already students are learning the dos and don'ts.
Monique Mahler, a student, says, “Be sure not to stereotype. Things are constantly changing, so it's important to keep and eye on the marketplace.”
The FSU Center for the Study of Hispanic Marketing Communication is the first of its kind in the United States.