Noted: The School of Business at the University of Wisconsin-Madison offered its first business-focused, business-led FIG last fall, with funding from the National Endowment for the Humanities granted in partnership with UW’s College of Letters and Science. The lead course, “The Sociology and History of American Marketing and Consumer Society,” was taught by Thomas O’Guinn, former chair of Wisconsin’s Department of Marketing, and the Thomas J. Falk Distinguished Chair in Business.
“The first-year interest group is designed to immerse students in marketing, sociology, and history, and most importantly, how they interact. Marketing, and the consumer culture it helped produce, isn’t just about some bag of commercial techniques; marketing was made by, and in turn made, the character of contemporary society. You can’t adequately teach our history without some deeper recognition and understanding of marketing. This class does that, and does it within a supportive, cross-disciplinary learning environment,” according to O’Guinn, who also told me that one of his inspirations for teaching the course was the formative experience he had as a University of Texas freshman in an integrative nine-credit course, “The American Experience.” “That course meant a lot to me, and I wanted to offer something similar to my students,” he said.