Minority Students Corporate Engagement Programs: Addressing the Ad Industry's Problem with Minorities

Autor/inn/en	Bennett, Delancy H. S.; Matos, Geraldo; Andonova, Yana; Pindar, Lori
Titel	Minority Students Corporate Engagement Programs: Addressing the Ad Industry's Problem with Minorities
Quelle	In: Journal of Education for Business, 96 (2021) 7, S.468-475 (8 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0883-2323
DOI	10.1080/08832323.2020.1851638
Schlagwörter	Minority Group Students; School Business Relationship; Marketing; Advertising; Active Learning; Business Administration Education; Student Projects; Disproportionate Representation; College Students + Suchen Sie Ihr Suchwort? Werbung; Aktives Lernen; Schulprojekt; Collegestudent
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. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01