The Marketing and Society class empowers students to use their marketing skills to create positive social change. Through the development of ad campaigns, students learn how to influence behavior for a cause, much like traditional consumer marketing—but with a critical difference. This difference is broken down into ten key steps, which guide students in selecting a cause, identifying a target audience, choosing a behavior to change, and crafting an effective communication strategy to drive that change.

Unlike a typical class project presented only to the professor, students in this course work to develop a strategy for a client. This hands-on experience leads to greater attention to detail, deeper engagement, and stronger teamwork. For example, in one semester, students focused on mental health awareness and developed a campaign for Cook Counseling. At the end of the term, representatives from Cook Counseling attended the final presentations and selected a campaign to implement—demonstrating the real-world impact of the students' work.

In another semester, the class tackled sustainability. Through the class, students had an increase in awareness of everyday habits, along with faculty—Professor Reilly, who for instance, became more conscious of using a reusable water bottle and turning off lights when leaving a room. These small behavioral shifts illustrate the course’s overarching goal: creating a domino effect. When one person changes their behavior, it can inspire others to do the same.

Based on the course goals, the format minimizes traditional lectures, instead emphasizing hands-on marketing plan development and frequent presentations. Students regularly showcase their progress to the class, receiving constructive feedback that sparks new ideas and improvements. These group discussions help identify potential challenges or overlooked details, ensuring that each project is refined and strengthened throughout the semester.

Looking ahead, the course aims to encourage students to take MKTG 4664 in the fall of their senior year, followed by an independent study in the spring where they actively implement their marketing strategies. This initiative will allow students to bring their ideas to life, build their resumes, and gain invaluable real-world experience before graduation.

So far, the Office of Sustainability has identified one of the marketing plans that has good potential for success.  A pilot program will be launched next term where a small group of students will execute the plan and further our campus sustainability goals.

For students interested in taking this class next fall, look for MKTG 4644 – Marketing, Society, and the Public Interest, a 3-credit course designed to provide both theoretical and practical experience in cause-based marketing. Prerequisites include MKTG 3104 or MKTG 3104H.

This course is an opportunity to apply marketing principles in a meaningful way—helping students develop real-world skills while making a tangible difference in their community.