Marketing

Seleem Kotun

How Urban Environments Affect Modern Marketing

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 A communication student with a strong interest in modern marketing, brand strategy, and urban consumer behaviour. My research focuses on how urban environments shape the way people experience and respond to advertising, with a particular emphasis on major cities and culturally driven marketing strategies. Drawing from both academic study and personal observation, I explore how brands create meaningful, authentic connections with audiences in fast-paced, media-saturated environments. I am especially interested in the intersection of street culture and marketing, and how innovative brand experiences can influence consumer engagement in today’s evolving landscape.

This study explores how the Greater Toronto Area shapes modern marketing and consumer behaviour. In a fast-paced, media-saturated environment, advertising is constant, across transit, retail, and digital spaces, turning everyday life into a walking ad pop ups

Using a mixed-methods approach, the research finds that marketing in the GTA is highly targeted and driven by a numbers game, where brands aim to capture the attention of specific audiences. Most importantly, success depends on cultural relevance and authenticity.

In today’s urban landscape, brands don’t just advertise, they create experiences that connect with consumers in real, memorable ways.

Lightning Talk

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Rameen Kamran

Perceived Food Quality Across Regions: North America vs. Europe & Asia
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Jonathan Green

Algorithmic Discovery: How TikTok Shapes Music Culture for Gen Z
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Aden Worton

Constructing Meaning in Live Music Events: Audience Experience and Communication Environments
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