Marketing and Society

Barbara Michel
Day/Time Taught: 
TR 9:30 -10:45 am
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:  Section 140: Enrollment is restricted to members of the Business Exploration Residential Learning Community.

Instructor Bio: 

Barbara Michel is a Lecturer in the Marketing Department of Appalachian State University's (ASU) Walker College of Business (WCOB). Barbara has been teaching at ASU since Fall 2008. She has taught Principles of Marketing (MKT3050), Professional Selling (MKT3052) and Retailing (MKT3210) within her department. Barbara has also developed and teaches 2 different First Year Seminar (FYS) classes as part of the University's General Education Program. One of the FYS classes in the Fall semester is linked to the Business Exploration Residential Learning Community (Business RLC).

She works more closely with this group of incoming students to develop greater connections to the University, Community and College of Business and to expose this group to the abundance of opportunities that are offered to Appalachian students. Barbara is professionally qualified with 30 years of business experience, she began her career working for a small marketing research company and then a family owned apparel company. She then spent 15 years (1985 - 2000) with L'eggs Products, then a division of Sara Lee Corporation, beginning as an Assistant Manager of Sales Reporting and Analysis and rising to become Director of Sales Forecasting and Planning. In March of 2000 she and her husband left their positions in Winston-Salem, NC and moved to Boone where they opened a retail hobby store. They expanded to a second location in Charlotte in 2003. In 2008 Barbara and her husband sold their retail hobby business when she was offered a teaching position in the Marketing Department of the WCOB. Barbara and her husband have since opened another small business located in the High Country. Barbara is also involved in the University community serving on various committees and being a Faculty Advisor for one of the WCOB student clubs (Pi Sigma Epsilon).

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:
Dr. Martha McCaughey

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