Oh... Yeah... Schola is Latin for school. A place where you can learn the sine qua non of Latino marketing.

And just about now, if you've landed here because of a google search, you're probably grasping for something relevant and threaded that you can believe in. Perhaps you are the marketing director at a Fortune 500 company, perhaps a CEO of a regional company or local firm that has just been impacted by the reality of a future that will require courting a few of those 43 million plus Latino consumers. Whatever your reason for landing here, know that this can become your tried-and-tested hub for understanding the Latino market, marketing, advertising and persuasion. Bookmark this website as it will build up with extremely potent and leverageable content.

I have recently tried my curriculum for Latino Marketing at two different types of learning institutions. I taught graduate and undergraduate students at The University of Texas at Austin and at The Wizard Academy in Buda. Both were resounding successes in the words of my students. And my first crop of power Latino marketers are out in the field working and wielding their practical understanding of Culture-View. At both of these events, I taught in tandem with Paul Goya. For a consultation or an on-site training seminar at your company or organization, contact Jesús Ramírez at 210 602 8884. I handle select marketing projects only when the context is right and I have an interest in the category.

The Olé Degree
A great place to start while we inject this site with rich Latino consumer insight is by familiarizing yourself with The Olé Degree: The Blind-side of Marketing. The book is available on Amazon.com and bn.com. The audiobook is available at audible.com. Just as "Who moved my cheese?" used the metaphor of cheese to explain change, The Olé Degree uses a similar approach to give the reader a first-hand, emotional sense of the inevitable emerging markets that stand to make or break today's top marketing executives and business leaders. It's fiction, but not really. Read it at your own risk! Decide at what degree of proficiency you have arrived. Beware though... This is the most dangerous marketing book you may ever read.