LSU Marketing Class collects over 2,800 pounds of food for Greater Baton Rouge Food Bank

April 8, 2019

Picture of food binsStacked food boxes.
PhotoBaton Rouge Food Bank truck picking up collected food items.
PhotoWinning team from Marketing 3411.

– At the E. J. Ourso College of Business, the faculty teaches not only principles and theory, but also philanthropy. Professor Courtney Szocs charged the LSU Marketing 3411: Consumer Analysis and Behavior class with developing a campaign to collect food items for the Greater Baton Rouge Food Bank. The winning team was awarded a bonus to their final grade. 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.

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 two proposed drives and executed it. The students submitted the food they collected, will turn in written reports and give presentations on the execution of the campaign as well as what they learned.

The winning team of Terrance Cage, Amanda Callia, Logan Jean, Savannah Landry and Madeline Landry collected 846 food items. The group partnered with Uncle Johnny's Restaurant in Plaquemine, LA. They designed a campaign around Cialdini's principle of reciprocity and offered diners a five percent discount of their meal if they donated nonperishable food items. The team communicated the promotion on social media, through fliers at businesses surrounding the restaurant, a poster at the restaurant and word-of-mouth.

In total, the class collected 2,838 pounds of food which is equivalent to 2,365 meals.

"I'm so proud of the students,” said Courtney Szocs, Piccadilly, Inc. Business Partnership Professor and assistant professor of marketing. “They worked hard designing and executing their donation campaigns. It was great to see them get excited about the project. I'm impressed with the outcome." 

“The Food Bank truly appreciates the continued support of the amazing LSU community, especially with this food drive by the College of Business,” said Mike Manning, president and CEO of the Greater Baton Rouge Food Bank. “It is exciting to see college students strive to make a true impact in the fight against hunger.”

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