Marketing Students Earn Top Spot in Product (RED) Competition

Friday, January 7, 2011

PHILADELPHIA (January 7, 2011) - A team of Saint Joseph’s University Erivan K. Haub School of Business students recently clinched the top spot in a nationwide marketing competition benefiting Product (RED).

Sponsored by the AIDS charity in conjunction with the publisher, Pearson, the Product (RED) Challenge encouraged students to put their studies to good use by developing a marketing campaign for a challenge that could be sold to help raise money in the fight against AIDS. Each team submitted their video clips on the contest’s Facebook site where the public voted the Saint Joseph’s group the winner.

For the challenge, the student group developed a marketing campaign to promote Vitamin Water as a potential product to partner with the Product (RED) campaign. The team developed a comprehensive marketing campaign which included a 90-second video clip submitted to the Challenge Facebook page.

James Kelley, Ph.D., the assistant professor of marketing at SJU who advised the students, said the Challenge has been a great learning experience for the students involved.

“This project was a great way to watch the students connect with how their education could be put into practice,” says Kelley. “I also found that due to the social cause that Product (RED) exemplifies, students were even more enthusiastic and willing to dive-in to the project.”

Michael Solomon, Ph.D., professor of marketing, worked with Pearson to develop the concept behind the Pearson Product (RED) Challenge. Solomon’s text, Marketing: Real People, Real Choices, was published by Pearson and encourages students to apply textbook theory using real world concepts.

“Our textbook strives to teach students about marketing by anchoring concepts in real-world applications,” says Solomon. “One of these important concepts is social marketing, which emphasizes that financial profit and social profit can go hand-in-hand. The efforts of Product (RED) to combat AIDS in Africa epitomize this focus.”

The Saint Joseph’s team competed against 50 teams nationwide to earn this distinction. They will travel to New York this Spring to present their idea to representative with Product (RED).

Media Contact

Carolyn Steigleman ’10 (M.A.), Director of Haub School of Business Communications, or 610-660-1355.

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