Marketing: For the Common Good Summer Scholars Session I

One of the fundamental tasks of a business is to understand the needs of its customers and create products and services that will satisfy those customers. Some firms uncover the needs of its customers through marketing research (e.g., Kellogg) while others create new products based on their vision (e.g., Apple). At its core, marketing deals with activities and processes for creating, communicating, delivering, and exchanging offerings that have value for its customers.

In one-half of this course, we will help students understand how firms implement marketing strategies to retain customers. Students will explore the basics of the marketing discipline through a variety of presentations, small group exercises, case studies and a field trip to a few Chicago businesses, including an ad agency. Students will also develop a comprehensive marketing plan for a product or service of their choice in a small group setting.

While marketing has a positive impact on corporations in terms of sales and profits, scholars have also been exploring the impact of marketing on the society as a whole. The societal perspective of marketing emphasizes consumer welfare. Marketing leads to a better standard of living and perhaps a socially beneficial distribution of goods and services. We will explore how marketing can be a force for the common good, by looking at how effective it has been in a variety of social contexts such as in the non-profit sector. Thus, a second half of the course will explore the larger issues of marketing’s place in the society as a force for common good.

Course Schedule

This course will be offered during Summer Scholars Session I (June 8 - 22, 2024) on campus.


Academic Director

Bob Essig

Bob Essig

Robert Essig has served as an instructor and speaker at the Mendoza College of Business for more than 25 years at the graduate and undergraduate levels. His professional expertise includes sales management, B2B sales careers and business ethics. Essig was an executive for IBM’s Midwest Region from 1977 until retiring in 2011, where he managed more than 100 sales professionals and account representatives. Essig served as president of board for United Health Services in South Bend, Indiana, from 2000 to 2006, and as the United Way Campaign chair at IBM for St. Joseph County from 1990 to 2011. He earned his B.A. in political science from Loyola University, and his M.A. in history from Northeastern Illinois University. Essig also completed the IBM Sales Executive Certification Program, which included a 13-month program at Harvard University.