Did you hear Emma Chamberlain is the new Global Brand Ambassador of Lancôme? Did you buy the Airpods Pro Max headphones for the "look" or the sound capabilities? We'll be covering these, the rise of Olivia Rodrigo, Duolingo, OG YouTubers, and more through the lens of Gen-Z.

Generation Z has become about one-third of the global population. Gen-Z makes up 27% of the nation’s consumers. As a key consumer, how do marketers understand and “fit into” a generation that was raised in a distinct manner: on social media, with emerging technologies, and amidst shifting cultural perceptions?

This course will analyze the basics of “Gen-Z” culture and how it is shaped by social media, company marketing efforts, and celebrity influence. We will analyze different case studies, current news, and rising trends in addition to hands-on, creative work. Through this course, students will be able to identify, rethink, and redesign public relations and branding efforts of real-time companies and launches that fit into Gen-Z’s preferences. TL;DR: you get to make your own TikToks for projects! Only 2 excused absences are allowed.

* Enrollment is closed by Feb 4. * Apply ASAP as the first class starts Jan 31, 2023. * Email britneyzhang@berkeley.edu for exceptions if you enroll after Jan 31, 2023.