Following the big success of his Diversity Marketing lecture in 2004, Diversity expert, Michael Stuber, was invited to run a seminar on Diversity Marketing as part of the summer university at University of Applied Sciences, Erfurt. The one-day session called “Diversity Marketing: Innovative Approach or Buzz Word?” took place on 8 September 2005 and covered an exploration of Diversity as a holistic concept and how it can be applied in the marketing arena. An in-depth case study encouraged the students to apply the newly acquired knowledge.From research and practical work, Stuber draws the following conclusions on Diversity as it relates to marketing – and vice versa: Mainstream-Mass-Marketing does not provide sustained (growth) potential – diversity is needed to tap into new segments. Traditional target group approaches bear significant risks – non-stereotypical approaches like Diversity help navigate this field successfully. A new focus on differences of customers bears untapped potential: Open-mindedness reflects contemporary values of society while Inclusion is the future-oriented behaviour in a globalised world.