Marketing Currents - Business and Marketing Current Events

Brands from Burger King to Coke to Lockheed Martin are leaning in on scholarships to capture Gen Z


You may not have given it much thought, but the next time you buy an Impossible Whopper meal, you may be helping a local student pay their college tuition. That’s because Burger King, along with many other brands—a list that includes Coca-ColaGoogleMicrosoftLockheed Martin, and tons of others—have incorporated scholarships into their broader marketing strategies.

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Discussion Questions:

  1. What is market segmentation?
  2. Who is Gen Z?
  3. What is consumer behavior?
  4. Why is it important for marketers to understand consumer behavior?
  5. How does the behavior of Gen Z consumers differ from Boomers and Millennials?
  6. Why would brands like Burger King, Coca-Cola, Google and others be interested in reaching Gen Z consumers?
  7. Are you familiar with any brand scholarship opportunities?
  8. Did you ever consider that brand “scholarship” programs could be a form of marketing?
  9. In what ways do scholarship programs enhance a brand’s image?
  10. Why are these programs effective in reaching Gen Z consumers?
  11. How could they help to build brand loyalty?
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.