FSU’s Center for Hispanic Marketing Communication celebrates 20 years of growth in research, education and impact

Since its inception in 2004, Florida State University’s Center for Hispanic Marketing Communication (CHMC) has conducted groundbreaking research and served as an innovative resource for the Hispanic and multicultural marketing industries.

The CHMC was founded by Felipe Korzenny in 2004 and is the first of its kind in the United States. Housed in the School of Communication within the College of Communication and Information, the Center offers training to students and professionals who want to serve Hispanic and other multicultural markets through courses, a minor program, certificate programs, conferences, scholarships, internships and mentorships.

“We are proud to be a pioneering Center dedicated to conducting and educating about groundbreaking research on understanding Hispanic consumers,” said Sindy Chapa, director of the CHMC. “It is our responsibility to support and advocate for our Hispanic and multicultural students, ensuring the ongoing work of the CHMC at FSU for generations to come.”

The growth of the U.S. Hispanic market leaves the industry in constant need of trained professionals. Most advertising, public relations and marketing organizations encounter difficulties filling their Hispanic marketing positions.

“We now need to have the ability to communicate to a multitude of culturally diverse audiences,” said Patrick Merle, director of the School of Communication. “The CHMC promotes research and provides classes to help students who are eager to work in multicultural and Hispanic environments in the United States and abroad. As such, the Center is fundamental.”

“We are proud to be a pioneering Center dedicated to conducting and educating about groundbreaking research on understanding Hispanic consumers.”

– Sindy Chapa, director of the Center for Hispanic Marketing Communication

The CHMC’s goals focus on educating students to serve the Hispanic and multicultural marketing industries, training professionals who currently serve the Hispanic public in the U.S., conducting relevant research to further the understanding of the Hispanic market and serving as a source of knowledge about the Hispanic market for industry professionals.

Known for its minor in Hispanic marketing communication, the CHMC also offers undergraduate and graduate certificates in multicultural marketing. Over the last 20 years, the Center has expanded its research efforts to understand Hispanic consumer behavior and improve communication with Hispanic communities.

In October, the CHMC hosted a 20th anniversary gala with the theme “Embrace. Empower. Elevate.” to celebrate the growth of the Center over the last two decades.

The post FSU’s Center for Hispanic Marketing Communication celebrates 20 years of growth in research, education and impact appeared first on Florida State University News.