Students should have followed an introductory course in marketing as well as some more advanced courses such as courses in operational marketing and consumer behaviour. Further, they should have strong analytical skills to review and analyse literature and arrive at a synthesis as well as the ability to do teamwork.
have a good understanding of all traditional issues related to Children as Consumers as well as the new perspectives emerging today which they will demonstrate through their working papers
– by gathering knowledge about the prior research done on children as consumers all over the world on a specific topic and extending that knowledge through the addition of new conceptual perspectives from current literature.
The course is designed like a research conference with a writing workshop. The course evolves around several themes that are related to understanding how children develop as consumers due to the influence of internal and external forces, e.g., psychological developments, family, advertising and peer groups, and examines how this influence can be turned around to produce desirable consumer attitudes and behaviors.Teaching will consist of a combination of lectures, class discussions, and coaching for writing research papers. A high level of student participation is requested. Four students will work daily to prepare a small paper for which the coaching is provided and will submit that after the course has ended.
Lecture 1: Consumer Socialization
Lecture 2: The Effect of Marketing and Advertising on Children
Lecture 3: Social Marketing
Lecture 4: A Cross Cultural Comparison Of Children As Consumers
