GDBU1867/GDSS1867
Children as consumers: Marketing to the Youth

GDBU1867/GDSS1867

Course Code Offering Department(s) Area of Learning Units & Hours
GDBU1867 COMS BUS (3,2,1)
GDSS1867 SOSC
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?

……GDSS1867這個課程以青少年為主要對象,分析香港青少年受重要他人(如朋友、家人、學校、傳媒等)的影響程度,也會分析各國對「應否以青少年為推銷對象」的理據,以及分析不用廣告的內容。……

Full Text & Translation
Tiffany Teng

Remarks:

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.
  2. You can only take 1 IGE course to fulfill your Distribution Requirements.

Notes for all GE courses

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