GFU’s Marketing Ethics: In Class and In Practice

Photos by Billie Throm

Article by Reese Borchert

NEWBERG, Ore. – Although the term “marketing” sometimes carries a negative connotation, George Fox University (GFU) does not stoop to unethical persuasion as it seeks to maintain relevance in an ever-changing environment.

Marketing has a strong presence at GFU, which is evident from both the Marketing Communications office and the concentration option for Business Administration majors. “Here, marketing and admissions are all one,” says President Robin Baker.

GFU is one of the few universities that does not outsource its promotional materials. Marketing Communications internally executes everything that goes into creating content for prospective students. They strategize, coordinate, write, design and photograph in-house.

“Christ is at the center of what we do,” says Executive Director of Marketing Communications Vanessa Spier.

Spier credits the leadership of the university, especially President Robin Baker’s emphasis on the mission statement, for the strength of the Marketing Communications team. They find it easy and ethical to promote the institution when they share the same beliefs and are united in purpose. 

“[Promotional materials] will be in 'on brand' colors and look nice, but we really just want to show what it's like on campus so it matches with the experience [prospective students] will have,” says Spier.

Like Spier, Associate Professor of Marketing James Simmons is passionate about marketing. Both view it as an opportunity to showcase the things they feel are amazing about the businesses they represent.

“We live in a day and age when companies are so transparent,” says Simmons. “If you’re even accused [of manipulation], that would be so damaging to your business that the potential upside isn't worth it.”

Some who choose the Business Administration major don’t love the numbers that come with Finance, Accounting, and Economics. “I like the creativity of it,” said Noah Westlund, a freshman pursuing marketing. Along with Management, it is the most popular concentration choice within the business school, with around 20% of business students focusing their studies in this field.

“The more of any field that you know, the more successful you will be,” says GFU College of Business Dean Debby Thomas.

GFU annually sends marketing students to compete in the District XI National Student Advertising Competition. To set them up for success, the administration created a class that merged graphic design and business. Integrating skills like graphic design and videography equipped the participants representing GFU to place first in 2024 and second in 2025.

Soon after, another digital element became necessary to fuse into the courses. Within the last year, the GFU College of Business has intentionally increased the implementation of AI. “Everyone wants someone who can work with AI,” says Thomas.

“Its not just pressing a button. You have to be able to visualize and think those things through, and balance critical thinking with using this new tool.” says Simmons. He reworked his courses to ensure students understand the fundamentals of marketing, how to use that knowledge to pilot AI and how to analyze the material it produces.

“AI is eating human jobs,” says Thomas, “and marketing first.” Simmons also acknowledges that, “More than likely, the marketing department [within a business] will become smaller and more is expected from the individual.”

Although the evolving economic climate will require innovation to keep up, business professionals are eager to meet the challenge.