IDEAS IN ACTION

Consumer Behavior - MKTG 211 / GAFL 473-001 /002 /003

Term: Spring 2007

Instructor: Dr. Americus Reed

Distinguished Policy Maker: Calvin Johnson, MD, MPH, Secretary of Health, Commonwealth of Pennsylvania

Course Description: In this course, students will research the topic of teenage obesity, and learn psychology and research methods related to the issue. Students will design and implement marketing campaigns for an obesity prevention program at a fitness facility in Center City Philadelphia. As a marketing class in the Wharton, these campaigns are a focal point of the course. However, as an “Ideas in Action” initiative, the course is also concerned with the public policy context of the issue. In particular, the class is interested in how its work relates to health policy in the Commonwealth. As the distinguished policymaker participating in the course, Pennsylvania Secretary of Health Dr. Calvin B. Johnson M.D. M.P.H. and his staff will help the students understand the issue of obesity prevention and marketing within the broader political context. He and his staff will meet with the class on several occasions to discuss how the students’ work can inform the discussion of public policy solutions to childhood obesity. The class with also work with Mr. Samuel Botts, the owner of a fitness facility in Center City Philadelphia. Mr. Botts’ fitness facility is currently piloting an obesity prevention program for at-risk youth in Philadelphia. Students will report on the results of their research to Dr. Johnson, Mr. Botts and others in an end of the term presentation. See the Course Syllabus for more information.