Schulich launches course in ethnic marketing

Schulich teams up with Ethnicity to launch national course in ethnic marketing

In response to “substantial change” in the nation’s ethnic demographics, York University’s Schulich Education Centre is offering what it says is the only national course focused specifically on Canada’s multicultural consumer.

The three-day intensive “Multicultural Marketing and Sales Planning” will be offered in September and again in March. The program, a partnership with Ethnicity Multicultural Marketing + Advertising, is designed to assist with sales approaches to achieve “greater connection with the major multicultural segments that are critical to all businesses’ growth,” according to a news release, which cited the following stats to illustrate the growing role of ethnic marketing in Canada:

• 1 in every 3 dollars spent in our economy comes from multicultural consumers;
• 6.8 million Canadians – or 1 in 5 – are foreign-born, with market size expected to
double;
• Chinese and South Asian households alone spend over $66 billion yearly at retail;
• Over 1 million new immigrant customers will be arriving over the next 4 years; and
• Millions of international students and temporary foreign workers live in Canada.

The course will be taught by Howard Lichtman and Bobby Sahni, co-founders of Ethnicity in Toronto.

Advertising Articles

On The Move: Changes at IPG Mediabrands and Ari Agency

A weekly update of who's headed where in Canadian marketing and communications

Rogers forms Elevate to offer creative agency services

Company plans a data-centric approach to differentiate from competitors

Former Bensimon Byrne director strikes out on his own

Hadi Teherany opens Adelaide Park to help connect sports stars with brands

Tim Hortons pays it forward

Coffee chain giving away 10,000 free coffees in 10 days

What separates growing vs. shrinking websites (Study)

Adobe research includes data on 45 billion visits to Canadian sites

Watch This: Plastic Mobile gets execs to go phone-free for a day

RBC, Tim Hortons and other senior leaders get reminded of life in the 1990s

IAB report shows most people shifting to mobile commerce

Research suggests mobile ads and social media play a big role in driving purchases