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
• 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: Additions at Ketchum and Zulu Alpha Kilo

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

Fuse livens things up for clients with new division

Toronto agency blends social and experiential under new brand

MEC goes for good times in new campaign

Creative focuses on fun, outdoor experiences with friends and family

Toronto culinary experience brings new credit card to life

Pomp & Circumstance promote CIBC/Air Canada card to media and influencers

The Body Shop pops up in Yorkville

Retailer testing new storytelling installations at pop-up store

CFL partners with EA on in-game content

Partnership places current and legendary CFL players inside Madden NFL Mobile

Media Innovation Awards 2016 shortlist — Part 1

Nominees in Best Use of Content, Best Use of Digital Channels and Niche Marketing

Kia Cubed

New experiential initiative aims to shift consumer perceptions of Korean automaker

Enbridge wants customers to pass the smell test

Utility company goes scratch-and-sniff route to help customers identify gas leaks