Southern Methodist University’s Cox School of Business may be the only university in Texas, and one of a few in the country, to include an Hispanic Marketing course in its MBA curriculum. Despite the phenomenal growth of the Hispanic market to over 40 million and a buying power approaching $700 billion, all too often marketing executives are not prepared to make effective decisions that are based on factual information about Hispanics. The course is intended for corporate executives and business majors who are likely to have a role in making marketing decisions related to Hispanic consumers. Business schools may begin to follow suit, but out front on this effort is SMU’s Cox School of Business.

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