This document summarizes an upcoming program on developing ethnic marketing strategies in Canada. The 2-day program will teach attendees how to evaluate when and how to integrate ethnic marketing into mainstream efforts to build loyalty and increase business. Attendees will learn how to identify appropriate multicultural target markets, understand cultural nuances, and balance ethnic messages with core branding. The program will provide industry best practices and lessons learned from key players through case studies and guest speakers.

1. Enroll today
to earn your
certificate
Reaching out to ethnic communities
is no longer a “nice to have,” it’s now a
business imperative in Canada.
This program offers a step-by-step guide to evaluating
when and how to integrate ethnic marketing into your
mainstream marketing efforts. It will help your brand build
goodwill and loyalty, and increase business in multicultural
markets.
You will learn how to distinguish different multicultural
target markets for your product or service, how to
understand cultural nuances from a business context, and
how to balance ethnic marketing messages with your brand/
company’s core marketing messages.
The Best Part:
You’ll benefit from proven industry best practices
and lessons learned from current key players within
the ethnic marketing field.
3WAYS TO
REGISTER
SEE OVER
OPENENROLLMENT • MarketingandSales
Upcoming Sessions:
February 4 - 5, 2013
September 19 - 20, 2013
Developing Ethnic
Marketing Strategies
in Canada
Get a complete overview of the best way to approach ethnic
and multicultural marketing. Master the steps for developing
effective, targeted initiatives and executing them successfully.
Review complete program content inside
Review complete program
content inside.Three ways
to register on back.

2. Who Should Attend
Executives from any sector who wish to achieve greater market share for their
products or services within ethnic communities should attend, including:
1. Gain insight into the untapped potential
and growing business influence that
many cultural communities have across
Canada
2. Evaluate when and how to integrate
ethnic marketing into your mainstream
marketing efforts
3. Identify the right multicultural targets for
your brand and company
4. Recognize the various levels of “ethnicity”
found among first and second generation
immigrants, visible minority Canadians
and the “new to Canada” segment
5. Understand cultural nuances from a
business context
6. Carefully balance cultural marketing
messages with your brand/company’s
core marketing messages
7. Develop measurable objectives when
implementing ethnic marketing
campaigns and integrating concepts into
mainstream marketing, P.R. and social
media initiatives
8. Master the unique research processes
that are essential prior to implementing
any ethnic marketing plan
9. Avoid the pitfalls of traditional
translation versus “trans-creation” in
message and creative development
10. Assess and capitalize on emerging ethnic
marketing trends
11. Evaluate your organization’s current state
of readiness to achieve new business
from specific ethnic segments
Developing Ethnic Marketing Strategies
in Canada
Ensure your mainstream marketing is inclusive and effective in other cultural contexts.
Featuring a
public relations-
based approach
to ethnic
marketing
What You Will Learn
yy VPs and directors of marketing and
sales
yy Business development managers
yy Corporate communications and PR
managers
yy Product and brand specialists
yy Advertising and communications
managers
yy Strategic planners
yy Business owners
yy Agency executives and account
managers
SEEC
Learning Path
seec.schulich.yorku.ca/lp
Course

3. Ethnic Marketing in Canada:
an Introduction
yy Why should my C-suite care?
Understanding Canada’s population
changes
yy Examining influential diverse
communities geographically across
Canada
yy Segmentation: exploring demographic
and psychographic characteristics
Evaluating Your Company’s Readiness
for Ethnic Marketing
yy How open is your company culture?
yy How diverse are your company’s
workforce and customers?
yy Lessons learned: studying do’s and don’ts
from other experienced brands
Researching and Identifying
Your Target Ethnic Market(s)
yy Exploring quantitative and qualitative
research opportunities
yy Leveraging the knowledge and expertise
within diverse communities
yy Understanding cultural nuances from a
business context
Developing a Core Strategy
yy Developing an ethnic marketing focus
within the company in HR, sales,
marketing, public relations, social media,
and customer experience
yy Should ethnic marketing be integrated or
launched as a pilot project?
yy Defining intent and approach to
programming
Channel Planning for Success
yy Understanding the media landscape
among target ethnic communities
yy Identifying community dynamics and
cultural influencers
yy Evaluating your marketing mix from an
ethnic marketing lens
Developing Messaging and Creative
yy Strategic messaging and creative
development: examining cases where it
worked, and cases where it didn’t work
yy How far should you go: translation,
adaptation,“trans-creation” in creative
development?
yy Critical testing prior to releasing
campaigns in-market
Measuring Success
yy Building the case for a‘test and learn’
process among the C-suite
yy Ways to define success: e.g. building
awareness, building good will, winning
loyalty, increasing sales, etc.
yy Reviewing measurement and evaluation
tools
Emerging Trends in
Multicultural Marketing
yy Reviewing stand-out case studies that are
setting the ethnic marketing standards in
Canada
yy How ethnic marketing has changed in
Canada over the past decade
yy Future forward ethnic marketing analysis
Instructor Profile
Keka DasGupta
Next Session: February 4 - 5, 2013 • See back panel for three easy ways to register
Program Content
The program features veteran marketer guest speakers – including influential media personalities from
diverse communities – who will share their experiences and expertise with participants.
Participants will also be exposed to numerous case studies with examples of creative executions within
the ethnic marketing field, and key lessons learned as a result.
Special
Program
Features
In-Company Training
This and all SEEC programs can be delivered
on-site or customized for your group’s needs.
Please e-mail your Custom program enquiry
to CustomSEECPrograms@schulich.yorku.ca.
For more information call 416-360-8850
or visit www.seec.schulich.yorku.ca.
Currently president of Precision Marketing Group Inc., Keka is a PR and marketing veteran.
She has been teaching companies and institutions the principles of ethnic marketing for
almost a decade. Her skills were honed through her work with high profile brands at DDB
Public Relations (where she continues to consult), and her time at IKEA Canada, where her
ethnic marketing strategies were used as a global best practices model, garnering media
and public attention across North America, Sweden and the Middle East.

4. Comprehensive
take-home materials
World class faculty
and instructors
State-of-the-art
learning facilities
Experience
The Schulich
Executive
Learning
Difference...
Course Tuition & Registration Details
Program Tuition: $1,995 + applicable taxes.This includes instruction, all
seminar materials, lunches, refreshments, but not hotel accommodations.
Special Team Savings: Save $150 each when two or more team members
from the same organization register for this program at the same time.
Please Note: Fees, dates, speakers and applicable taxes are subject to
change. York’s liability is limited to reimbursement of paid tuition fees.
One free transfer is permitted, provided written notice is received at least
14 days in advance of the seminar start date. Late transfer requests, less
than 14 days in advance of the start date, will incur a $100 fee. Additional
transfers are $200 each. Cancellations received in writing at least 14
days in advance of the seminar start date will receive a full refund.
Written cancellations received less than 14 days prior to the seminar will
be subject to a $500 administration fee. Participants must attend all
program days and fulfill all program requirements in order to receive a
certificate. HST# R119306736.
Developing Ethnic Marketing Strategies
in Canada
Ways to Register
Online
www.seec.schulich.yorku.ca
Fax
Download a registration form
at www.seec.schulich.yorku.ca
and fax to 416-736-5689
Mail
Download a registration form
at www.seec.schulich.yorku.ca
and mail to the address under
Payment Options at right
Includes a handsomely framed
Certificate of Course Completion.
This and all SEEC open enrollment
programs allow you to:
yy Rapidly update your education to
an executive level in areas key to
your success
yy Link theory to practice with a
hands-on, action-based learning
curriculum
yy Enjoy immediate ROI through
application of your learning right
away
yy Share experiences and knowledge
with other professionals in limited-
size classes
yy Leverage the expertise and insight
of industry savvy, real-world
instructors
yy Network among graduating
colleagues to develop lasting
business friendships
Enjoy our 100% Satisfaction Guarantee!
Program Location(s)
Your course will take place at
the following SEEC facilities from
9:00 am to 4:30 pm each day:
February 4 - 5, 2013 session
Schulich Executive Learning Centre,
York University, 4700 Keele Street,
Toronto, Ontario M3J 1P3
Tel: 416-736-5079
September 19 - 20, 2013 session
The Miles S. Nadal Management
Centre, 222 Bay St., 5th Floor,
Ernst & Young Tower,
Toronto, Ontario M5K 1K2
Tel: 416-360-8850
Optional Accommodations
For sessions at the Schulich
Executive Learning Centre, join
us at The Schulich Executive
Residence. Call 416-650-8300 for
information and reservations, or
book at www.elc.schulich.yorku.ca.
For sessions at The Miles S. Nadal
Management Centre, please call
The Fairmont Royal York Hotel
at 416-368-2511 and ask for the
SEEC/York University corporate
rate. Book at www.fairmont.com.
Payment Options
SEEC accepts Visa, MasterCard,
American Express and cheques.
If paying by mail, registration
forms can be sent to:
Schulich Executive Education
Centre,The Executive Learning
Centre, Schulich School of Business,
York University, 4700 Keele Street,
Toronto, ON M3J 1P3
Please make cheques payable to:
York University – Schulich
Executive Education Centre
Contact Us
Call us at 416-736-5079 (1-800-
667-9380 toll free), or email
execedinfo@schulich.yorku.ca.
This is to certify that
ALAN C. MIDDLETON
Executive Director,
Executive Education CentreDR. DEZsÖ J. HORVÁTH
Dean,
Tanna H. Schulich Chair in
Strategic Management
EXECUTIVE EDUCATION CENTRE
SCHULICH SCHOOL OF BUSINESS
Signed at Toronto, Ontario, Canada
HAS SUCCESSFULLY COMPLETED
Upcoming Sessions:
February 4 - 5, 2013
Executive Learning Centre
September 19 - 20, 2013
Nadal Management Centre
YK9826