For a real-world lesson in multicultural marketing, DePaul University students in College of Commerce Professor David Aron’s “Marketing 320: Principles of Advertising” class are promoting Citas al Minuto, Inc. (CAM), a social events organization targeting Hispanics. Grouped into three marketing “agencies,” the students received an assignment from their CAM client to attract Hispanic singles to a networking event on May 25.

Meeting with Maribel Chacón, head of CAM, which is located in Chicago’s Lakeview neighborhood, the marketing students learned about the organization and how it creates opportunities for Hispanic singles to meet one another through fun and relaxed events based on culture, lifestyle and language preference. After conducting research, the students submitted proposals with dates and specific venues for marketing a CAM event, just as an agency pitching business to a client would do.

“This class gives students the opportunity to gain practical experience in marketing to a multicultural audience, which could very likely be their target audience in their future careers as marketers,” said Aron. “Students always react enthusiastically to real world opportunities like this, and the cross-cultural experience gained through their work offers professional benefits.”

In a bit of theater, the student agencies had another meeting with the client in a special exercise set up by Aron. Arriving in class one afternoon, the student groups learned about a surprise “elevator” pitch to CAM’s Chacón. After some brief preparation time, they had to “sell” their proposals to the client in a two-minute talk, similar to a real world business situation where they might have to successfully pitch an idea to a business contact during the short period of time of an elevator ride.

“We’ve learned that communication with the client is important,” says Martyna Grochowska, a senior marketing major. “With an assignment like this, it’s critical to have a timeline for accomplishing the goal.”

“It’s clear that in an agency setting, you are constantly challenged to be creative,” adds marketing class student Sparkle Washington.

The upcoming Citas al Minuto social networking event promoted and executed by DePaul students is open to the public, but is limited to the first 30 participants and reservations are required. Participants must be at least 21 years old. The event will be held from 7 p.m. to 9 p.m. May 25 at SWK- Superior Wells Kitchen, 710 N. Wells St. Registration is $15 for men and $10 for women. To participate in the event, register at www.citasalminuto.com or call Citas al Minuto at 773/755-9700.