Course Innovation: “Diverse Consumers: Race, Ethnicity, Religion, Social Class, and Gender”

Abstract

The goal of the innovative undergraduate course, “Diverse Consumers: Race, Ethnicity, Religion, Social Class, and Gender,” was to enable students to discover the consumer behavior outcomes of diversity by observing it directly in “Discovery Walk” assignments that took them to neighborhoods where minority consumers live, work, and shop. It addressed the problem of integrating diversity into the marketing curriculum by means of a seminar designed to focus specifically on diversity outcomes. Observational methodology was taught to allow students to experience marketplace outcomes on their own, thus gaining enhanced knowledge in an exciting and memorable way.

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