Title
Minority students corporate engagement programs: Addressing the ad industry’s problem with minorities
Document Type
Article
Publication Title
Journal of Education for Business
Publication Date
1-1-2020
Abstract
Firms often make marketing missteps that offend minority consumers. Such missteps are attributed to the lack of diversity within the marketing field. This paper presents a corporate engagement program that partners minority students with a national company as an innovative approach to this problem. Leveraging both passive and active learning, students attend classes and work on original marketing plans for the company. Feedback from both students and the company suggests that both parties learned from each other, adding to the pipeline of future minority marketers while leading to a better understanding of minority consumers. The latter holds promise for the creation of effective communications that resonate with minority consumers.
DOI
10.1080/08832323.2020.1851638
Recommended Citation
Bennett, D., Matos, G., Andonova, Y., & Pindar, L. (2020). Minority students corporate engagement programs: Addressing the ad industry’s problem with minorities. Journal of Education for Business https://doi.org/10.1080/08832323.2020.1851638
ISSN
08832323
E-ISSN
19403356
