LSU Marketing Class donates over 7,000 meals to Food Bank

December 5, 2019

BATON ROUGE – The holiday season is a time for giving: giving thanks as well as giving to those in need. Professor Courtney Szocs charged her class, Marketing 3411: Consumer Analysis and Behavior class with developing a campaign to collect food items for the Greater Baton Rouge Food Bank. Marketing 3411: Consumer Analysis and Behavior teaches the dynamics of consumer markets, their significance to marketing executives, identification and measurement of market segments and analysis of their behavioral patterns as a basis for marketing strategy.

In groups of five to six students were asked to design and execute a donation campaign utilizing one of Robert Cialdini's "Weapons of Influence." The students were instructed to read the book, identify a target market from which to solicit nonperishable food donations, create a profile of the target market and develop two campaigns to solicit donations from this target group. After each team developed two primary ideas, the groups selected the stronger of the proposed drives and executed it. The students submitted the food they collected and will turn in written reports and give presentations on the execution of the campaign as well as what they learned.

The winning team was composed of Gabriel Clark, Hope Hoffman, Hannah King, Paige Landry and Sara Louque. The team created a campaign that was a functional, hands-on and experience-driven to target the right customer and receive the most donations possible. They designed, obtained and sold donated apparel from Outback Specialties and set up a pop-up shop at LD Linens & Décor. The students fully executed the campaign and obtained 3,248 items, winning first place by a landslide. In total, the entire class collected 8,429 pounds of food or over 7,000 meals

"This was the second time my classes were doing a project like this, so I knew what they were capable of and had very high expectations,” said Courtney Szocs, Piccadilly, Inc. Business Partnership professor and assistant professor of Marketing. "They exceeded my expectations! I was blown away by the amount of food they collected. I couldn't be prouder of these students. They worked so hard!"

Students bringing in food bank donationsMarketing Students with donated food
Students with donated foodStudent getting the donated items ready for pick-up
Students with donated foodMarketing 3411 class compiling donated food

About the Department of Marketing

The Department of Marketing at LSU’s E. J. Ourso College of Business prepares its students for careers in sales/management, advertising, buying, product development, retailing and market research. Our mission is to enhance and advance the reputation for excellence of the department, the college, and the University through high quality, transformative, research programs; by using innovative, challenging and effective learning techniques; with significant engagement in the forms of leadership in regional, national, and global discipline organizations, consulting, speaking engagements, and participation in programs and conferences; and by contributing to the competitiveness of the State of Louisiana. For more information, visit the Department of Marketing website or 225-578-8684.

About the E. J. Ourso College of Business

Since its establishment in 1928, the E. J. Ourso College of Business has continuously improved and expanded its offerings for students and alumni. Additionally, the college has made it a priority to provide its faculty with the resources it needs to further research in every aspect of the business world and to produce industry leaders for a global work environment. For more news and information, visit the E. J. Ourso College website.

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Elizabeth Eaton
E. J. Ourso College of Business