Contemporary Marketing and Its Effect on Society in the 21st Century

Full Title: 
Marketing & Society
Barbara Michel
Day/Time Taught: 
MWF 12:00-12:50 pm
Course Number: 

Marketing today permeates every facet of our daily lives. Companies use marketing tools to convince us to buy their products and services. Nonprofit organizations use marketing tools to promote their causes and encourage donations. Political organizations use marketing tools to motivate people to vote for their candidates. What is common in all of these examples is the fact that marketing is important for organizations. Developing a marketing mindset is one of the keys to success.

The same understanding applies to many activities individuals engage in as well. For example, the probability of success is much higher when individual job seekers us marketing tools to differentiate themselves from others. Students, therefore, must understand the necessity of developing a marketing mindset from the very beginning of their college education to prepare themselves for the extremely competitive global job market.

This course will assist students in developing a marketing mindset while exploring issues and topics relevant to them. Companies today are expected to be responsible contributors to the wellbeing of the society. For example, many companies are being held responsible for how their products affect the consumer’s health, such as food products, tobacco and alcoholic beverages. These developments, while presenting challenges to marketers, are also opening new windows of opportunity.

This course will delve into these and other more contemporary issues such as green/environmental marketing, global marketing, marketing on the Internet, event marketing, etc. Topics such as how to ethically and responsibly market such product categories as Fast Food, Snack Foods, Kid’s Cereals, fossil fuel dependent automobiles, etc. will be studied. In addition, other social issues such as green initiatives, water quality/usage, energy efficiency, alternative fuel sources and living healthier lifestyles and the responsibility individuals and companies hold will also be explored.

Upon completing this course, students will have an understanding of how marketing impacts their daily lives as well as how marketing can more positively impact the world going forward. Students should also be able to better market themselves in the competitive, global job market that awaits them after graduation.

NOTE: Enrollment in this class is limited to transfer students.

Transfer students?: 

Contact FYS

The First Year Seminar is part of the General Education Program located in Anne Belk Hall, Room 250.

Phone: 828-262-2028

Our mailing address:
First Year Seminar
ASU Box 32065
Appalachian State University
Boone, NC 28608

Director of First Year Seminar:
Rick Klima

QEP Global Learning