Marketing and the Academic Study of Religion

kharaWhat connects red lipstick, racecars, and health care? The study of religion, of course! (Well, sort of.) Khara Cole, a 2013 graduate with a double major in Religious Studies and Public Relations, has found the skills that she developed in Religious Studies particularly important, as she designs products and their implementation for a health insurance company. She returned to campus last week to talk about her experiences working in the corporate world. The tasks of writing persuasive business proposals and accessible marketing texts clearly draw on her skills that she developed in our classes that emphasized various writing assignments. Solving problems, looking at both the little details and the broader picture as well as the ways different people might respond to the issues, employs the analytical and critical thinking skills that she, like many of our majors, considers a highlight of their work in Religious Studies.

In terms of lipstick and race cars, Khara provided this concrete example of the value of her religious studies major. When Khara began working on her current team implementing new products for her company, she noticed two previous marketing posters, one with a tube of red lipstick dominating the poster and the other with a racecar. Thinking of her first course in the department (Women and Religion with Prof. Simmons), she recognized the gender stereotypes implicit within these posters geared to different audiences and began developing more effective marketing efforts that avoided such gendered stereotypes that would alienate portions of the target audiences. Her story illustrates clearly the relevance of the questions that we often ask in our classes about the ways dominant symbols develop and the groups that those symbols exclude. Looking at those posters with a critical gaze enabled her to consider the ways a range of people might view them rather than accepting the symbolism of dominant stereotypes. In her experience, her skills in critical analysis, therefore, facilitate better marketing and communication strategies. As other graduates have told us, a major in Religious Studies helps students develop skills that provide vital contributions to a range of careers, including business and marketing.