{"id":15413,"date":"2017-06-15T22:12:19","date_gmt":"2017-06-15T22:12:19","guid":{"rendered":"https:\/\/www.golive.clarku.edu\/news\/2017\/06\/15\/students-unlock-the-secrets-of-marketing-to-millennials\/"},"modified":"2025-05-19T09:54:36","modified_gmt":"2025-05-19T13:54:36","slug":"students-unlock-the-secrets-of-marketing-to-millennials","status":"publish","type":"story","link":"https:\/\/www.clarku.edu\/news\/2017\/06\/15\/students-unlock-the-secrets-of-marketing-to-millennials\/","title":{"rendered":"Students unlock the secrets of marketing to millennials"},"content":{"rendered":"\n \n

Consumer Behavior, Branding Strategy classes share research on environmentally sustainable fashion with L.L. Bean<\/p>\n

<\/p>\n Above, some of the undergraduate and graduate students involved in the millennial marketing survey project this year: Mai Dang ’18; Nilufa Begum ’18; Emilee Cocuzzo ’18; Van Y. Nguyen, a student in Clark’s Graduate School of Management; Galen Hartwell ’16, M.B.A. ’17; Isaac Smith ’18; Kelly Rourke ’17; and Carly Ngo ’18.\n

Several Clark University management<\/a> students headed off to their summer internships with major fashion retailers armed with fresh knowledge of millennials’ shopping habits, thanks to a marketing class they took this spring.<\/p>\n

Although the students are millennials – members of the generation born from around 1980 to 2000 – they don’t have ready access to the demographic marketing data that might provide insight about their peers.<\/p>\n

That’s where a new undergraduate marketing course, Consumer Behavior, comes in. The course was taught by Thomas Murphy<\/a>, visiting assistant professor of marketing and management and a consultant to companies such as Avon<\/a>, TJX Companies<\/a>, Gillette<\/a>, L.L. Bean<\/a> and Godiva<\/a>, as well as several universities in the Northeast.\n<\/p>\n

“Sustainability marketing is taking off, and it’s one of the reasons why I get multiple requests to help companies with sustainable branding. So far, this survey is in a niche. And it’s great for Clark University to say we have one of the few databases that exists around consumer behavior regarding sustainable products, whether it’s coffee or personal products or clothing.”<\/p>\n