This is part of a four-week online course.  You must register for the first class beginning on June 1, and be available for all four-weeks.  Space is limited.

Diversity can be found along the dimensions of race and ethnicity but also in gender, sexual orientation, socio-economic status, age, physical abilities, religious and political beliefs, or other viewpoints. We can find diversity in people’s circumstances and behaviors, even if those are permanent or temporary.

Libraries serve communities that are diverse. Each group has its own needs, abilities, and responses to promotional messages so generic messages might not get their attention. Each group is considered then to have its own “culture” related to values, traditions, behaviors, language, and beliefs.

In this online course, multicultural marketing expert Susana G. Baumann will help you to:

• Build culturally-based promotional strategies that will target a specific group
• Apply a communication model that encourages target groups to take action
• Create effective messages, select appropriate media, and pre-test impacts
• Monitor and evaluate these strategies to improve results

By the end of the course, you will have developed a promotional mini-campaign targeting a group of your choice.