Asuntos Internacionales e Interinstitucionales

Advertising in Latino markets: The Case of the Dominican Republic


“Hispanics in the U.S. have a current spending power of about $1.4 trillion, but getting to know this diverse group can be challenging without the right insight. That’s because the aggregate Hispanic population comprises several sub-groups, and the various characteristics of these sub-groups are affecting consumer behavior and engagement opportunities.” –Eva González, Nielsen Company.

Advertising in Latino Markets:The Case of the Dominican Republic is a two-week program in which students will have the unique opportunity of experiencing and getting to know the Dominican consumer and the most efective skills needed to approach this specifc costumer.


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