Since its inception in 2004, Florida State University’s Center for Hispanic Marketing Communication (CHMC) has conducted groundbreaking research and served as an innovative resource for the Hispanic and multicultural marketing industries.

The CHMC was founded by Felipe Korzenny in 2004 and is the first of its kind in the United States. Housed in the School of Communication within the College of Communication and Information, the Center offers training to students and professionals who want to serve Hispanic and other multicultural markets through courses, a minor program, certificate programs, conferences, scholarships, internships and mentorships.

“We are proud to be a pioneering Center dedicated to conducting and educating about groundbreaking research on understanding Hispanic consumers,” said Sindy Chapa, director of the CHMC. “It is our responsibility to support and advocate for our Hispanic and multicultural students, ensuring the ongoing work of the CHMC at FSU for generations to come.”

The growth of the U.S. Hispanic market leaves the industry in constant need of trained professionals. Most advertising, public relations and marketing organizations encounter difficulties filling their Hispanic marketing positions.

“We now need to have the ability to communicate to a multitude of culturally diverse audiences,” said Patrick Merle, director of the School of Communication. “The CHMC promotes research and provides classes to help students who are eager to work in multicultural and Hispanic environments in the United States and abroad. As such, the Center is fundamental.”

“We are proud to be a pioneering Center dedicated to conducting and educating about groundbreaking research on understanding Hispanic consumers.”

– Sindy Chapa, director of the Center for Hispanic Marketing Communication

The CHMC’s goals focus on educating students to serve the Hispanic and multicultural marketing industries, training professionals who currently serve the Hispanic public in the U.S., conducting relevant research to further the understanding of the Hispanic market and serving as a source of knowledge about the Hispanic market for industry professionals.

Known for its minor in Hispanic marketing communication, the CHMC also offers undergraduate and graduate certificates in multicultural marketing. Over the last 20 years, the Center has expanded its research efforts to understand Hispanic consumer behavior and improve communication with Hispanic communities.

In October, the CHMC hosted a 20th anniversary gala with the theme “Embrace. Empower. Elevate.” to celebrate the growth of the Center over the last two decades.

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Florida State University has announced the winner of the Hispanic Heritage Month Distinguished Faculty and Staff Award and two winners of the Rosalina Gonzalez Book Stipend for students.

The Hispanic Heritage Month Distinguished Faculty and Staff Award recognizes faculty and staff members for their service and dedication to students and the Hispanic community. While the award is an honor, it also carries a $1,000 stipend for the recipient.

The winner of the Hispanic Heritage Month Distinguished Faculty and Staff Award is Sindy Chapa, associate professor in the College of Communication and Information and director of the Hispanic Marketing Center. Chapa is also the advisor of the Multicultural Marketing Student Association and the Hispanic Graduate Students Association, showcasing her unwavering commitment to the Hispanic community.

“At Florida State University, we are always proud to recognize and celebrate the amazing accomplishments of our campus community,” said Sierra Turner, program director for the Office of Student Agencies and Institutes. “For the fifth year in a row, we are excited to highlight the amazing work being done across campus to promote and celebrate the accomplishments, lives and experiences of the Hispanic/LatinX community. The recipients for this year represent various areas across campus and are leading the way in their respective disciplines and communities.”

Chapa is one of the country’s leading researchers on cross-cultural consumer behavior and how it relates to marketing, advertising and all other aspects of business. She teaches courses on Hispanic marketing, multicultural marketing and advertising strategy.

Nomination materials submitted on Chapa’s behalf underscored her extensive involvement in the community and her contributions to the empowerment of Hispanic individuals, communities and identities.

“Dr. Chapa serves as our faculty advisor, and her unwavering dedication has been instrumental in our ability to engage with and support the growing Hispanic community at FSU,” said Yeimy Roberto, president of the Hispanic Graduate Student Association. “Her guidance and connections have greatly improved the academic experience for Hispanic students, helping them find their place and succeed.”

Roberto continued, “We consistently rely on her advice and guidance to connect with people who can help us enhance our work in promoting Hispanic culture. Her presence inspires our association to foster a sense of belonging within the Hispanic community.”

Another significant part of FSU’s Hispanic Heritage celebration is the selection of students to receive the Rosalina Gonzalez Book Stipend. This year, Luis Porto Hernandez and Valentina Iturriaga are scholarship recipients.

Hernandez is a current doctoral candidate at the FAMU-FSU College of Engineering for mechanical engineering. Originally from Colombia, Hernandez joined the Hispanic Graduate Student Association, which acquainted him with his new environment and the strength of the Hispanic community at FSU. He has since served the organization as president, vice president and advisory board officer. Hernandez is also involved in an Ibero-American film festival in town, and with Cinehassee, serving as the director.

Iturriaga is a first-generation college student from Venezuela pursuing a doctorate in Human Development and Family Science. She has made strides as a teacher and in research studies, serving as a coauthor on two peer-reviewed journal articles focused on approaches to promoting developmental well-being among Hispanic youth. Iturriaga holds a master’s degree in mental health counseling and works at FSU’s Multidisciplinary Center. This role requires her to conduct evaluations for developmental delays in children from Spanish-speaking households, further demonstrating her passion for helping the Hispanic community.

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As freshmen coming to Florida State University, Nicole Alvarado, Maximo Valdes and Javier Puebla were unsure of where their time at FSU would take them or where they would find their sense of community on campus.  

They’ve found a home away from home through the Hispanic/Latinx Student Union (HLSU), one of seven agencies under the Student Government Association, where they all now serve on the organization’s executive board and help other students find their place. 

“I wanted to be involved in HLSU leadership because it’s an opportunity to represent and advocate for the Hispanic/Latinx community on campus,” said Alvarado, director of the HLSU. “This community signifies a lot to me, and it is my overall goal to continue providing a safe space and educate others about the significance and importance of our culture.” 

The HLSU is dedicated to unifying, informing and serving the Hispanic/Latinx community on and off campus. They host regular events to foster community and share Hispanic/Latinx culture and heritage. The group hosted several events to celebrate Hispanic Heritage Month, Sept. 15-Oct. 15, with the theme “Recordando Nuestras Raíces – Relembrando Nossas Raízes,” which translates to “Remembering Our Roots.” 

This community signifies a lot to me, and it is my overall goal to continue providing a safe space and educate others about the significance and importance of our culture.

– Nicole Alvarado, director of the Hispanic/Latinx Student Union

“Our student leaders help build stronger communities on our campus around the interests and identities that are important to them and other students,” said Amy Hecht, vice president for student affairs. “Student success is found both in and out of the classroom and FSU. The Division of Student Affairs and our partners work to ensure all students can find communities on campus that support them and their interests.” 

The three student leaders, who are also all first-generation students, credit FSU’s Center for Academic Retention and Enhancement (CARE) for helping them successfully navigate college life. 

CARE provides preparation, orientation and academic support for students who are among the first in their families to attend college and may face unique challenges.  

“As a first-generation college student born to Cuban and Nicaraguan parents, the idea of college wasn’t something that was always attainable or realistic for me,” said Valdes, HLSU assistant director. “I simply did not know what steps to take to get to where I wanted.” 

Alvarado (CARE ’20), Valdes (CARE ’20) and Puebla (CARE ’21) participated in the CARE Summer Bridge Program, a seven-week experience for first generation students to help them transition to FSU. The program offers a mix of academic and student development experiences that supports participants’ success throughout their time at FSU and beyond. 

“CARE is the whole reason I’m at FSU,” Puebla, HLSU’s treasurer, said. “Dr. (DeOnte) Brown and everyone within CARE are very supportive and reassuring, which helps create a sense of home. I love CARE and will always advocate for it.” 

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