Multicultural Marketing (Minor)
Win in Today’s Marketplace
In an increasingly diverse consumer marketplace, brands win when they tailor their marketing strategies with nuanced insight into unique cultural differences. Consumers are more likely to identify with and purchase brands that recognize and respect their cultural backgrounds. Getting this right requires brands in today’s marketplace to incorporate a multicultural view into their marketing strategies. In this minor, students will learn the mindsets and skillsets needed to gain insights into the diverse cultural identities across consumers. Students will also gain experience with marketing teams that reflect the diversity of the consumers and communities they serve.
This program was approved for students entering the university in the Summer 2025-Spring 2026 catalog year. For more information about catalog year, go to Catalog Year Information.
Minor in Multicultural Marketing
Unit: College of Business
Department: Marketing
Academic Plan Code(s): MKT_MINMCM
Both global and U.S. markets are increasingly diverse. In the U.S. alone, the minority population (or “emerging majority”) makes up 38% of the population and is expected to exceed 50% by mid-century, a status already attained in California, Hawaii, New Mexico and Texas. Buying power is following suit. Despite this evolution of the marketplace, marketing practices remain largely hegemonized – translating general market plans (predominantly targeting white populations) to minority audiences without nuanced insight into cultural differences. This program will help change that thinking and embrace a multicultural view of marketing.
Admission Requirements
For business majors, enrollment in the College of Business is required.
For non-business majors, students must have completed 51 or more semester hours with a cumulative GPA of 2.5 or higher.
Students must complete the program prerequisites and earn a GPA of 2.5 or higher in those prerequisites in order to pursue the Marketing Core.
A formal application to the minor is required upon completion of the program prerequisites.
Program Requirements
| Code | Title | Hours |
|---|---|---|
| Marketing/Program Requirements | ||
| MKT 201 | Multiculturalism in the Marketplace - P1, SB | 3 |
| MKT 301 | Principles of Marketing | 3 |
| MKT 202 | Design Thinking for Creative Problem Solving - SB | 3 |
| or MKT 410 | Design Thinking in Marketing | |
| MKT 350 | Consumer Behavior | 3 |
| MKT 451 | Multicultural Marketing Strategy | 3 |
| Cultural Electives | ||
| Select two of the following: 1 | 6 | |
HUM 152 | Cultures of America - AH, P1 | |
SOC 210 | Race in the United States - P1, SB | |
PAS 227 | Survey of American Diversity | |
ANTH 310 | Race, Culture, Identity | |
COMM 350 | Introduction to Intercultural Communication - P2, SB | |
COMM 410 | International Communication | |
LEAD 314 | Diversity in the Workplace - P1, SB | |
MGMT 290 | Managing A Diverse Workplace - P1, SB | |
POLS 315 | Race, Law and Politics - P1, SB | |
| Minimum Total Hours | 21 | |
At least three (3) semester hours of the requirements for a minor must be successfully completed while enrolled in the University of Louisville.
- 1
Other courses may be accepted for Cultural Elective credit contingent upon departmental approval.
Contact the College of Business
For more information regarding the minor programs, please contact the Reinhardt Academic Center at 502-852-7439, business@louisville.edu, or in room 024 in the atrium of the south wing of the College of Business.