Minority students corporate engagement programs: Addressing the ad industry’s problem with minorities

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.

Keywords:

• Branding
• corporate engagement
• diversity
• marketing
• minority students