Children as consumers: Marketing to the Youth


Course Code Offering Department(s) Area of Learning Units & Hours
GDBU1867 COMS BUS (3,2,1)
Download the course syllabus

What is the course about?

Children and youth are future of the society. Due to the prolonged period of education, the position of youth had become increasingly ambiguous. The course aims at introducing the different perspectives and often competing interest among marketers, parents, educators, and policy makers regarding communication to children and youth. The course will begin with the changing concepts of childhood and the position of children and youth in a social context. It continues with the cognitive and affective responses toward commercial communication, as well as development of the understanding of brands among children and youth consumers. Parental and peer influence and the role of marketers and legislators will be explored. Ethical issues considered by media executives, marketers, parents, citizens, and the government regarding children as consumers will be discussed. The course will conclude by examining concerns related with undesirable consequences of advertising to children and youth consumers, such as unhealthy eating, gender stereotyping, and materialism.

What do the students say about this course?


Full Text & Translation
Tiffany Teng


IGEThis is an interdisciplinary GE (IGE) course.

  1. One IGE course is listed for more than 1 area of learning. You can decide which area of learning you would like the course to fulfill, by enrolling in the course with the corresponding course code.

Notes for all GE courses

  • You can take a maximum of 6 additional units of GE courses from any categories as electives.