Multicultural Marketing (Minor)

This program was approved for students entering the university in the Summer 2023–Spring 2024 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

Marketing/Program Requirements
MKT 301Principles of Marketing3
MKT 202Design Thinking for Creative Problem Solving 3
or MKT 410 Design Thinking in Marketing
MKT 350Consumer Behavior3
MKT 451Multicultural Marketing Strategy3
Cultural Electives
Select two of the following: 16
Cultures of America
Race in the United States
Survey of American Diversity
Race, Culture, Identity
Introduction to Intercultural Communication
International Communication
Diversity in the Workplace
Managing A Diverse Workplace-SBD1
Race, Law and Politics
Minimum Total Hours21

At least three (3) semester hours of the requirements for a minor must be successfully completed while enrolled in the University of Louisville.


Other courses may be accepted for Cultural Elective credit contingent upon departmental approval.