Children as Consumers: Marketing to the Youth

This is an Experiential Learning Course.

 

Children and youth are the future of the society. Irresponsible marketing to children has introduced undesirable and unintended consequences such as materialism and child obesity. The course aims at introducing the different perspectives and often competing interests among marketers, parents, educators, and policy makers regarding communication to children and youth. Major concepts introduced in the course are grounded in the disciplines of media and communication, marketing, sociology, developmental psychology, and anthropology. The course will explore 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 regarding children and youth as consumers and conducting research involving minors will be discussed. The course aims at equipping students with hands-on experience of conducting an empirical and interdisciplinary study on an issue related to marketing to children, such as but not limited to child obesity, gender stereotyping, and materialism. It will empower students to develop innovative strategies that promote responsible marketing practices while advocating for the well-being of children and youth in our society. 

 

Access the Course Syllabus @BUniPort

To view the course syllabus, please login the BUniPort and click the course titles in the "Course Information" page under "Programmes and Course Information".