Business News College of Business offers new multicultural marketing course August 17, 2011—Do you know how to properly use chopsticks during a business dinner? What about the appropriate way to eat with your hands? Students from the College of Business embarked on a cultural journey in May 2011 with a new Multicultural Marketing course. Business is often conducted over meals. This class seeks to increase cultural sensitivity and awareness by teaching social skills relating to food. Students spent half the time working in the classroom and the other half visiting restaurants and cultural centers around Chicago. Students visited the Puerto Rican Cultural Center, Chinatown, the DuSable Museum and Little India. They studied the transition of Chicago neighborhoods over time as different cultures merge and form new subcultures. Little India, for example, combines cultural aspects from India, Bangladesh, Nepal and Pakistan. “Marketers can no longer afford to approach domestic markets as one homogenous group,” said Assistant Professor John Hildebrand. “Understanding the subcultures within your market can mean the difference between failure and success.” The Multicultural Marketing course is part of a new international business minor for students. It is also an open elective for marketing students. The course is currently being offered as a May term class, with hopes of expanding it to a full semester course. About the College of Business at Concordia University Chicago The College of Business at Concordia University Chicago prepares confident, ethical leaders for today’s business world. The College offers a master of business administration (MBA) in accelerated two-year and one-year formats, either in the classroom or online. In addition to a comprehensive MBA, concentrations include accounting, banking and financial institutions, health care, leadership and change management, not-for-profit management, school business management, chief school business official, and sports management. Bachelor degrees are offered in the areas of accounting, business communications,management, marketing, media arts, music administration, not-for-profit management, sports management, theatre administration and visual arts administration. Concordia University Chicago is located in River Forest, Illinois, just ten miles west of downtown Chicago. Learn more online at business.cuchicago.edu or call 708-209-3108.