Young people are a global market for products, services and ideas. “Youth” is defined as the population aged between 15 and 24. This course aims to equip students with the knowledge needed to make informed decisions about marketing to young people or to weigh suggestions made about limiting marketing to “youth”. The course will examine the interplay of the youth segment and the market environment. Based on research evidence, students will identify issues related to youth and media usage, and the roles of personal as well as marketing communication on youth consumption.