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BUS 235 — Marketing Across Generations: Identifying and Reaching Audiences from Gen Z to Boomers

Quarter: Spring
Day(s): Tuesdays
Course Format: On-campus
Duration: 8 weeks
Date(s): Apr 3—May 22
Time: 7:00 – 8:50 pm
Drop Deadline: Apr 16
Unit: 1
Tuition: $525
Instructor(s): Niland Mortimer
Status: Open
7:00 – 8:50 pm
Apr 3—May 22
8 weeks
Drop By
Apr 16
1 Unit
Niland Mortimer
Contemporary marketers are faced with the reality that their youngest consumers are shaping the marketing landscape for all customer segments, from Generation Z and Millennials to Boomers. People born after 1995 make up a quarter of the US population and, by 2020, will account for 40 percent of consumers. Reared in an on-demand digital culture and shaped by social media, mobile technology, a post-9/11 world, a deep recession, and shifting norms of security, gender, and race, the iGeneration has significantly different values and behaviors from their predecessors. Their impact on the way brands must connect with all audiences cannot be ignored.

This course will focus on how traditional brand strategy and advertising platforms must be augmented with interdisciplinary skills and new practices to market products and services in an experiential world of fleeting 24/7 attention, social media driven connectivity, mobile fluidity, influencer tactics, and real-time situational brand engagement. We will emphasize the connected disciplines of brand psychology, data science, digital media, creative strategy, and cultural anthropology. Incorporating guest experts and the instructor’s experience in launching new brands, the course will provide students with a solid foundation in experiential marketing and interdisciplinary team collaboration. It will enhance their ability to create dynamic customer engagement programs for connecting with the most influential consumer segments today.

Niland Mortimer, Senior Client Advisor , MavenMagnet; Adjunct Marketing Professor

Niland Mortimer has focused on global strategy and advertising for brands ranging from HP and Johnson & Johnson to Neutrogena and Philips. He was president of Wunderman San Francisco, and earlier, with famed creative agency Doyle Dane Bernbach, he managed accounts in New York , Barcelona, Singapore, and Melbourne. He received an MBA from the NYU Stern School of Business.

Textbooks for this course:

(Required) Andrew Essex, The End of Advertising: Why It Had to Die, and the Creative Resurrection to Come  (ISBN 978-0399588518)