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2019/2020  KAN-CCMVV4016U  Children as Consumers

English Title
Children as Consumers

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 60
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Jeanette Rasmussen - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Communication
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 11-02-2019

Relevant links

Learning objectives
At the end of the course the student should be able to:
  • Select, justify, explain, and be able to discuss theories, concepts, and models related to the study of children as consumers to concrete cases and problem areas
  • Apply the choice of relevant theory, concepts, and models presented during the course to concrete cases and problem areas.
  • Justify and be able to collect empirical data in regard to children.
  • Independently reflect and discuss the public discourses regarding children as consumers; “competent” vs “vulnerable” to concrete cases and problem areas
  • Discuss practical implications and limitations of applying specific theories, models, and concepts from the course
  • Present a clear and coherent argument for your choice of relevant theories and models and follow academic conventions in written presentation
Course prerequisites
It is recommended that students have a basic knowledge of consumer behaviour or communication (bachelor level). All students are welcome.

The course is strongly recommended for marketing or communication students that want to understand in depth a segment of the market that are becoming more and more important for companies, advertising agencies as well as public agencies.
Children as Consumers:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
1 page is counted as 2275 taps including spaces
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
* if the student fails the ordinary exam the course coordinator chooses whether the student will have to hand in a revised product for the re- take or a new project.
Course content, structure and pedagogical approach

Over the past several years there has been an increasing interest in children as consumers; both from companies, agencies and consumer organizations but also from the general public. Today children live a more commercialized and digital childhood and children are to a greater extent than previously considered independent consumers. They are constructed as “Tweens”, “Teens”, “Digital Natives” etc., and are related to concepts like “cradle to grave marketing”. The course will focus on children as consumers from a cross disciplinary theoretical perspective based in consumer research, media research and childhood research. The theoretical framework will be linked to several forms of practice such as businesses and consumer organizations.

Course topics include consumer socialization, marketing to children, children’s influence in the family, children’s digital media culture, children’s perception and understanding of advertising, children and branding, and children as informants.

The overall aim of the course is to give students insights and a deep understanding of theories concerning children as consumers including marketing, legal and ethical issues regarding children’s participation in consumer society. Furthermore, the course aims at giving the students competencies to understand, analyze and discuss some of the public discourses regarding children as consumers.  

The student will develop competencies within the field of consumer behavior and communication related to children as consumers. With these competencies the student will be able to understand and solve relevant practical problems regarding communication and marketing to children.

Description of the teaching methods
The course is given in 3-hour lecture form by academic staff and selected guest lecturers (companies, agencies), including cases, in-class discussions, cooperative learning and group work and a "real" exercise related to interviewing children at different ages.
Feedback during the teaching period
The students will receive feedback on student assignments from both the teacher and guest lectures. It is also possible for the students during the course to receive feedback on their individual exam project.
Student workload
Forberedelse 123 hours
Undervisning 33 hours
Eksamen 50 hours
Expected literature

- Marshall, David et al (2010): Understanding children as consumers. Sage Publications
- Buckingham, David (2011): The material child – growing up in consumer culture. Polity Press
- John, D. Roedder (1999): Consumer socialization of children: A retrospective look at twenty-five years of research: Journal of Consumer research. Vol. 26.

- Wanwesenbeeck, Ini; Michel Walrave and Koen Ponnet (2016): Young Adolescents and advertising on social network games: A structural Equation Model og Perceived Parental Media Mediation, Advertisng Literacy, and Behavioral Intentions. Journal of Advertisng. January 2016, p. 1-15
- Andersen, Lars P.; Birgitte Tufte; Jeanette Rasmussen; Kara Chan (2008): The tween market and the responses to advertising in Denmark and Hong Kong. Young consumers. Vol. 9 (3), p. 189-200
- Wright, Peter; Marian Friestad; and David M. Boush (2005). The Development of Marketplace Persuasion Knowledge in Children, Adolescents, and Young Adults, Journal of Public Policy and Marketing, 24 (2), 222-33.
- Ali, Moondore; Mark Blades; Caroline Oates; Fran Blumberg (2009). Young children’s ability to recognize advertisements in web page designs. British journal of developmental psychology, vol. 27(1), p. 71-83
- Holsanova, Jana; Kerstin Gidlöf; Nils Holmberg and Helena Sandberg (2012). The use of eye-tracking and retrospective interviews to study teenagers' exposure to online advertising. Visual Communication, Vol. 11(3), p.329-345
- Van den Beemt, Antoine; Akkerman, Sanne; Simons, Robert-jan (2010). The use of interactive media among today’s youth: Results of a survey. Computers in Human Behavior. Vol. 26(5), p. 1158-1165

- Bruce, Amanda S et al. (2014): Branding and a child's brain: An fMRI study of neural responses to logos. Social Cognitive and Affective Neuroscience, 2014, Vol. 9(1), pp.118-122.
- De Jans, Steffi et al (2017: Advertising targeting young children: An overview of 10 years of research (2006-2016). International Journal of Advertising. Dec 2017. Routledge, pp. 1-34.

- Terlutter, R. & M. Capella (2013). The Gamification of Advertising: Analysis and Research Directions of In-game Advertising, Advergames and Advertising in Social Network Games. Journal of Advertising. 42(2-3), pp. 95-112.

Last updated on 11-02-2019