A debate straight from the headlines entered a classroom at DePaul University this term: how can an American automaker retool to win back consumers in a tough economy?

DePaul undergraduate students enrolled in the course “Integrated Marketing Communications: Multicultural Markets” responded to a challenge by regional Ford Motor Co. marketing representatives to provide their perspective on how the company could revive its overall image and generate excitement for a new car model among a fast-growing demographic segment: young Hispanics. 

Multicultural marketing program co-founder Loida Rosario, who teaches the class, said the exercise gave students a practical education in researching and developing marketing plans, while providing Ford representatives with valuable input from young people who represent a key target market.

“Ford was interested in participating because it wants to gain new perspectives from young people in influential cities like Chicago,” Rosario said.  “For the students, it was exciting to tackle a real-world marketing issue.  They worked hard to conduct in-depth interviews, secret shopper surveys, brand preference perceptual mapping and conjoint analyses to suggest marketing strategies that targeted youths with an emphasis in multicultural markets.”

The course was open to all students and about 60 percent of the students who enrolled were Hispanic.  Students in the course worked in three groups to address general quality image issues and propose two integrated marketing campaigns for Ford’s new Fiesta model.

The subcompact, fuel-efficient Fiesta is the first car developed by Ford’s European subsidiary that will be introduced to the American market in 2010 based on the strength of its success in Europe and Latin America. Ford’s target market is young, first-time car buyers, and Hispanic youths are a key element of this market because they represent the fastest-growing segment of the American population.

Students presented their marketing plans to three Ford brand managers and the car company’s multicultural advertising firm Zubi Advertising in late November.  They outlined their research findings on the key influences and product attributes that sway car purchases for the general public as well as Hispanic youth, then suggested specific marketing strategies and tactics indicated by the findings.  

One group suggested that Ford adopt a marketing theme tied to America’s pride in its diversity by showing a series of Americans from various ethnic backgrounds declaring in different languages “What drives America? Ford.” Concentrating its efforts on the introduction of the Fiesta, another team took a different approach, proposing that the Fiesta’s origin and popularity in Europe be emphasized, as well as its style, value and high gas mileage.  A third team suggested that the Fiesta be marketed to young Latinas in a way that addresses their busy lifestyles of juggling work, school and family.

Two teams suggested that the marketing campaigns acknowledge the strong influence of family decision-making and parental approval for Hispanic youth consumers.  One proposed that Ford position its cars as “recomendado por el papa” (Dad-approved).  Local tactics also were suggested, including marketing ideas involving Chicago fashion shows, fiestas and mural contests that attract Hispanic youth.

“This project was really at the core of why we partnered with the DePaul multicultural marketing program,” said Dave Rodriguez, who leads Ford's Hispanic marketing efforts. “We wanted to give the students a chance to brainstorm and think outside the box on the new Fiesta and, in turn, inspire us with some new thinking and perspectives. The students did a great job and ideally gained a sense of the unique complexities and excitement of automotive marketing.” Ford has partnered

“For me, it was a great experience to be able to take learning from the class and apply it to a real-world problem for Ford,” said student Bryan Ceja. “Ford’s support shows that multicultural marketing is becoming more important to every company.”

Another student, Maddison Mutschler, said the project gave her “a new perspective on the Hispanic market as well as a deeper understanding of the process of advertising.  I hope our ideas and research were well-received and will be taken into consideration when creating the launch for the Ford Fiesta.”

Ford’s involvement with DePaul will continue through a comprehensive partnership between the car company and the university that includes the company’s co-sponsorship of a national multicultural marketing conference at DePaul in June 2009.