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MK411 Spring 2025 (Cross)

This research guide has been created for students taking MK411 Corporate Immersion Marketing Strategy Project with Professor Ian Cross during the Spring 2025 semester.

Teen/Gen Z Lifestyles & Trends: Market Research

Mintel Database

Euromonitor Database

 

Companies and advertising/marketing consultants can be good sources for insights into target consumers. Conduct your own internet research to see what else you can find. Don't forget to critically evaluate the sources you use.


For example, here are a few reports on teen trends/youth culture that I found on the web. What else can you find to help you answer your research questions?

Research the Intersection of Basketball, Gaming, and Culture

Use the article databases listed on the Find Articles & Current News page of this guide to search for information that will help you understand how youth culture, basketball, and gaming can intersect. Construct searches that experiment with keywords that describe different aspects of your questions (some suggestions are provided on the Find Articles & Current News page). 


For example, here are a few articles I found in the ProQuest Central database when searching for information about NBA players and fashion. What else can you find to help you answer your research questions?

Ilchi, L. (2024, May 20). How the NBA Tunnel has become more than a platform for fashion. WWD: Women's Wear Daily, 8.  http://ezp.bentley.edu/login?url=https://www.proquest.com/trade-journals/how-nba-tunnel-has-become-more-than-platform/docview/3058285856/se-2?accountid=8576

Mcginn, D. (2024, January 26). Forget runways, NBA players use game-day tunnels to strut latest styles and score new fans: Major league sports seeking Gen Z fans should look to the NBA and what their players are wearing off the court. The Globe and Mail. http://ezp.bentley.edu/login?url=https://www.proquest.com/blogs-podcasts-websites/forget-runways-nba-players-use-game-day-tunnels/docview/2918490902/se-2?accountid=8576

Mowatt, R. (2024, May). The anatomy of a tunnel look. Essence, 55(1), 18-21. http://ezp.bentley.edu/login?url=https://www.proquest.com/magazines/anatomy-tunnel-look/docview/3049844002/se-2?accountid=8576