Marketing Currents - Business and Marketing Current Events

Back-to-school 2023: Can marketing transcend the turbulence?


As spending forecasts paint a dour outlook, brands like Amazon and American Eagle are pulling out all the stops.

Click here to read the story at

Discussion Questions:

  1. What is seasonal marketing?
  2. Does “back-to-school” represent a seasonal marketing opportunity for businesses and brands?
  3. What types of businesses and brands might benefit most from a back-to-school marketing campaign? Why?
  4. When do you think businesses and brands start to develop their “back-to-school” marketing strategies?
  5. What is a target market?
  6. Who might represent the target market for a typical back-to-school marketing campaign?
  7. Who is Gen Z?
  8. According to what you learned in this news story, what is American Eagle doing to reach their target consumer with back-to-school marketing?
  9. What is nostalgia marketing?
  10. Why do you think it is such a popular marketing trend?
  11. What is market research?
  12. How might the data reported from Deloitte’s annual back-to-school survey benefit marketers?
  13. What did this year’s Deloitte report tell us about consumer behavior during this year’s back-to-school shopping season?
  14. According to this story, how might businesses and brands respond from a marketing perspective?
  15. The article suggests one thing they might do is “double down on value”. What does that mean, and why might that be a smart strategy?
  16. What is social media?
  17. How might social media be used by a business or brand for marketing purposes?
  18. According to this story, what is American Eagle doing on social media to promote back-to-school products?
  19. What is Threads?
  20. Why do you think American Eagle is using Threads as a platform to reach its target audience as part of this year’s back-to-school marketing?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.