Marketing

Seleem Kotun

How Urban Environments Affect Modern Marketing

A head-and-shoulders portrait of a young Black man with a wide, joyful smile and short, dark curly hair, looking directly at the viewer. He wears a bright royal blue crew-neck t-shirt, a thin silver chain, and a square diamond stud earring in his right ear. The background is softly blurred with light grey and blue tones.

 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

Browse More Marketing Research

More Projects

A close-up headshot of a smiling woman with dark, long, straight hair parted down the middle, brown eyes with coral eyeshadow, and light pink lipstick. She has a warm skin tone and is wearing a red crew-neck sweater with an embroidered 'CK' logo, against a light gray wall.

Amrita Singh

Who Gets Noticed in the Classroom, and Why? Understanding Quiet Students in Classroom Communication
A 'No Image Available' placeholder image with a bold, black serif capital 'S' centrally located. The background is an off-white, overlaid with three blurred abstract shapes: a light blue rectangle in the top center, a yellow circle in the bottom left, and a burgundy triangle in the bottom right. The text 'No Image Available' is displayed in black sans-serif font at the bottom of the image, all enclosed within a thin black border.

Emily Cox

How the Return-to-Office Push Is Reshaping Office Marketing in Downtown Toronto.
A placeholder image with a light cream background and a thin black border. A prominent, stylized black capital letter 'S' is centered. In the blurred background, there's a light blue rectangular shape at the top, a pale yellow circular shape on the lower left, and a reddish-purple triangular shape on the lower right. At the bottom, the text 'No Image Available' is written in black.

Emma Fraser

Makeup, Murder, and Media Affects
Scroll to Top