Young Consumers
calendar_month 29 Iul 2015, 00:00
Today's youths are facing a world increasingly saturated with advertisements. In addition to traditional marketing venues like television and radio, they now encounter advertising messages on the internet, on their smart phones, in films and in video games. The commercial media environment offers important opportunities in terms of entertainment and cultural experience, but it also triggers significant concerns about the undesirable consequences for our youths in terms of mental and physical wellbeing, materialistic attitudes, dietary problems and decreased life satisfaction. In addition, critics are concerned about the fairness of advertising targeting young consumers. As a result, many Western societies have implemented policies to restrict or regulate advertising practices. However, commercial media can also be used to establish desirable consequences for the wellbeing of today's youth. Various marketing tools such as branded characters (e.g. SpongeBob) and advergames can be used to stimulate healthy behaviour.In this course we will delve into the commercialised media environment facing young consumers today. You will learn about the desirable and undesirable consequences for their wellbeing and the existing international rules and regulations governing adverts targeting youths. In addition, you will gain a thorough understanding of how young consumers of different ages (i.e. children, adolescents, young adults) are influenced by media messages, thereby focusing on both commercial and social marketing. Finally, special attention will be paid to the translation of academic knowledge on young consumers into meaningful and practical insights for professionals (e.g. marketers, educators, etc.).

Course leader
Dr. E. (Esther) RozendaalAssistant Professor in Persuasive CommunicationDepartment of Communication ScienceRadboud University

Target group
This course is designed for advanced Bachelor's and Master's students who are interested in youth media and consumer behaviour from a marketing, educational, societal and/or policy perspective.Entry levelAdvanced Bachelor Master

Course aim
After this course you will be able to:Critically analyse scientific insights on young consumers and identify the societal and practical value of these insights Advise social and health marketers on how to design effective campaigns targeting young consumers Participate competently in the current academic and social debates about the influence of commercial media on young consumers

Credits info
2 ECTS European Credits

Fee info
EUR 600: The course fee includes the registration fee, course materials, access to library and IT facilities, coffee/tea, lunch, and a number of social activities.Possible discounts10% discount for early bird applicants. The early bird deadline is 1 April 2015. 15% discount for students and PhD candidates from Radboud University and partner universities

Radboud University
Address: P.O Box 9102 Nijmegen
Postal code: 6500 HC
City: Nijmegen
Country: Netherlands
Phone: +31 (0)24 8187706