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Marketing (MKT)
- http://www.marshall.usc.edu/marketing/
- D class assignments for undergraduates available in HOH331; Phone: (213) 740-5033.
- BUSINESS (UNDERGRADUATE) - Non-Marshall students may enroll in up to three (3) courses prior to be ing admitted to a Marshall major or minor. BUSINESS (GRADUATE) - Business students may register using USC Web Registration. - Non-business students may register for graduate business electives subject to the following restrictions: (1) proof of undergraduate degree; (2) minimum graduate GPA of 3.2; (3) maximum of 12 units of graduate business courses; and (4) prerequisites completed. All graduate applications and forms are available by calling (213) 740-5424, email: registration@marshall.usc.edu. For the complete list of Business registration policies, visit www.marshall.usc.edu/registrationpolicies.
Creating and interpreting qualitative and quantitative research to gain insight into marketplace challenges, such as testing advertising, identifying new product opportunities, and understanding customer decisions.
- Note: Recommended Preparation: BUAD 310 or COMM 301 or PSYC 274 or MATH 116. Duplicates credit in MKT 470.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16508R | 001 | Lecture | 12:00-1:50pm | Mon, Wed | 45 of 48 | Sha Yang | JFF322 |   | |
| 16509R | 001 | Lecture | 10:00-11:50am | Mon, Wed | 48 of 48 | Sha Yang | JFF322 | |
Role of advertising in the marketing mix: determining objectives, strategies, and plans from situation analysis through research and creative processes, media selection, and sales promotion.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16470R | 001 | Lecture | 10:00-11:50am | Tue, Thu | 21 of 48 | Arianna Uhalde | JFF316 | | |
| 16472R | 001 | Lecture | 12:00-1:50pm | Tue, Thu | 21 of 48 | Arianna Uhalde | JFF316 | | |
| 16474R | 001 | Lecture | 2:00-3:50pm | Tue, Thu | 27 of 48 | Therese Wilbur | JFF322 | |
Learn the principles of business to business selling and its function in marketing strategy and the marketing mix; explore professional selling as a career option. Prerequisite: BUAD 307 or MKT 385x. Open only to sophomores, juniors and seniors.
- Prerequisite: 1 from (BUAD 307 or MKT 385)
- Restriction: Registration open to the following class level(s): Sophomore, Junior, Senior, Senior (fifth year)
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16476R | 001 | Lecture | 2:00-3:50pm | Mon, Wed | 31 of 48 | Gary Frazier | JFF322 | |
An introduction to the changing world of a connected consumer. Understanding consumer online, social media and mobile behavior using marketing analytics and strategic tools.
- Prerequisite: 1 from (BUAD 307 or MKT 385)
- Restriction: Registration open to the following class level(s): Junior, Senior, Senior (fifth year), Sophomore
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16478R | 001 | Lecture | 12:00-1:50pm | Tue, Thu | 48 of 48 | Botao Yang | JFF241 | |
Synthesis of concepts and applications relating to the analysis of market opportunities and the development of product, promotion, distribution, pricing strategies. Recommended during student's final semesters. Prerequisite: BUAD-307 or MKT-385x.
- Prerequisite: 1 from (BUAD 307 or MKT 385)
- Restriction: Registration open to the following class level(s): Freshmen, Sophomore, Junior, Senior
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16495R | 001 | Lecture | 10:00-11:50am | Mon, Wed | 48 of 48 | Lan Luo | JFF239 | |
This class examines how new product ideas are developed, test marketed, and, ultimately, brought to the marketplace. Issues about why new products fail and how brand images are managed in the marketplace are discussed. Legal aspects of brand management such as trademark protection and infringement are also addressed. Prerequisite: BUAD 307 or MKT 385x.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16494R | 001 | Lecture | 4:00-5:50pm | Mon, Wed | 41 of 48 | Therese Wilbur | JFF316 | | |
| 16496R | 001 | Lecture | 12:00-1:50pm | Tue, Thu | 32 of 48 | Therese Wilbur | JFF322 | |
Examines the relationship of consumer behavior to acquisition, usage, and disposition of products and the psychological, social and cultural influences that affect these decisions.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16498R | 001 | Lecture | 12:00-1:50pm | Mon, Wed | 48 of 48 | Linda Hagen | JFF316 | PDF (325341 KB) | |
| 16500R | 001 | Lecture | 2:00-3:50pm | Mon, Wed | 47 of 48 | Linda Hagen | JFF316 | PDF (325341 KB) | |
| 16502R | 001 | Lecture | 4:00-5:50pm | Tue, Thu | 37 of 48 | Dennis Schorr | JFF316 | | |
| 16503R | 001 | Lecture | 2:00-3:50pm | Tue, Thu | 36 of 48 | Kristin Diehl | JFF316 | |
Examines the business of creating, marketing and managing massive entertainment franchises in movies and television with reference to video games and toys.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16504R | 001 | Lecture | 6:00-7:50pm | Tue, Thu | 47 of 48 | Gene Delvecchio | JFF322 | |
Product and service mix in multinational business; promotional alternatives; channel of distribution systems; pricing policies and legal barriers; multinational marketing opportunities; problems and information sources.
- Restriction: Registration open to the following class level(s): Freshmen, Junior, Senior, Senior (fifth year), Sophomore
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16505R | 001 | Lecture | 4:00-5:50pm | Mon, Wed | Canceled | Dennis Schorr | |
Current developments in the field of Marketing; topics to be selected each semester. Prerequisite: BUAD 307 or MKT 385x.
| Section | Session | Units | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|---|
| Changing Consumer Behavior | ||||||||||
| 16506R | 001 | 4.0 | Lecture | 2:00-3:50pm | Mon, Wed | 6 of 36 | Wendy Wood | ACC205 | | |
| Effective Advertising and Social Media Strategy | ||||||||||
| 16507R | 001 | 4.0 | Lecture | 12:00-1:50pm | Tue, Thu | 18 of 40 | Gerard Tellis | BRI202 | PDF (811943 KB) | |
| Happiness and Wellbeing in the Marketplace | ||||||||||
| 16510R | 001 | 4.0 | Lecture | 10:00-11:50am | Mon, Wed | 15 of 40 | Arianna Uhalde | ACC310 | | |
Use of marketing research techniques and technologies such as databases and statistical tools to collect, analyze and act upon customer information.
- Restriction: Registration open to the following major(s): Accounting, Business Administration/East Asian Area Studies, Business Administration/Industrial & Systems Engineering, Business Administration/Jewish Nonprofit Management, Business Administration/Pharmacy, Business Administration/Real Estate Development, Business Administration/Systems Architecting and Engineering, Business Administration/Social Work, Business Administration/Planning, Business Research, Business Taxation, Gerontology/Business Administration, Business Administration, Juris Doctor/Business Administration, Law/Business Taxation, Medicine/Business Administration, Marketing, Social Entrepreneurship, Public Health/Social Entrepreneurship
- Note: MSMKT students should enroll in section 16523. All others should register for section 16522.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16522R | 033 | Lecture | 3:30-4:50pm | Mon, Wed | 25 of 26 (2 on waitlist) | Sha Yang | JKP112 | | |
| 16523D | 033 | Lecture | 3:30-4:50pm | Mon, Wed | 39 of 39 | Sha Yang | JKP112 | |
Helps students understand advertising and social media; critique, develop, and test creative ads; place ads in media; and design, budget, and evaluate profitability of strategies.
- Restriction: Registration open to the following major(s): Accounting, Business Administration/East Asian Area Studies, Business Administration/Education, Business Administration/Industrial & Systems Engineering, Business Administration/Jewish Nonprofit Management, Business Administration/Pharmacy, Business Administration/Real Estate Development, Business Administration/Social Work, Business Administration/Planning, Business Research, Business Taxation, Gerontology/Business Administration, Business Administration, Juris Doctor/Business Administration, Law/Business Taxation, Medicine/Business Administration, Marketing, Social Entrepreneurship
- Restriction: Registration open to the following class level(s): Doctoral Student, Master Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16526R | 033 | Lecture | 5:00-6:20pm | Tue, Thu | 21 of 56 | Gerard Tellis | JKP104 | PDF (763987 KB) | |
Emphasis on creating a sales strategy, planning and delivery of sales presentations, and techniques to persuade people to change their opinions in face-to-face meetings.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16528R | 033 | Lecture | 6:30-9:30pm | Thursday | 35 of 56 | Steven Martin | JKP104 | |
Systematic approach to product development and management; processes, techniques, and concepts firms use to develop, test, and introduce products and to manage products over their lifecycle.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16530R | 033 | Lecture | 12:30-1:50pm | Mon, Wed | 38 of 56 | Dennis Schorr | JKP104 | |
Comprehensive treatment of the behavioral foundations of brands and brand development. Exploration of alternative branding strategies and marketing tools for brand development.
| Section | Session | Units | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|---|
| 16531R | 411 | 1.5 | Lecture | 5:00-6:20pm | Mon, Wed | 31 of 78 | Diane Badame | JKP112 | | |
| 16532R | 033 | 3.0 | Lecture | 11:00-12:20pm | Tue, Thu | 42 of 52 | Cw Park | JKP102 | | |
| 16535R | 033 | 3.0 | Lecture | 6:30-9:30pm | Tuesday | 30 of 57 | Cw Park | JKP202 | |
Business-to-business marketing strategies (as opposed to consumer targeted marketing) including product management, pricing, market sizing, and other issues of importance for professional marketers.
| Section | Session | Units | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|---|
| 16533R | 033 | 3.0 | Lecture | 9:30-10:50am | Tue, Thu | Canceled | Gerard Power | |
Introduction to the fundamentals of pricing and pricing strategy. Develop a conceptual framework and a set of analytical tools used to make sound pricing decisions.
- Restriction: Registration open to the following major(s): Accounting, Business Administration/East Asian Area Studies, Business Administration/Industrial & Systems Engineering, Business Administration/Jewish Nonprofit Management, Business Administration/Pharmacy, Business Administration/Real Estate Development, Business Administration/Social Work, Business Administration/Planning, Business Research, Business Taxation, Gerontology/Business Administration, Business Administration, Juris Doctor/Business Administration, Law/Business Taxation, Medicine/Business Administration, Marketing, Business Administration/Systems Architecting and Engineering, Business Analytics, Public Health/Social Entrepreneurship, Social Entrepreneurship
- Restriction: Registration open to the following class level(s): Doctoral Student, Master Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16534R | 033 | Lecture | 6:30-9:30pm | Monday | 54 of 60 | Shantanu Dutta | JKP212 | |
New product concept testing and life cycle forecasting, pricing and advertising response forecasting, consumer purchase intentions, judgmental marketing decision models, time series and regression analysis, computer methods.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16529R | 033 | Lecture | 6:30-9:30pm | Wednesday | 42 of 57 | Sivaramakrishnan Siddarth | JKP202 | PDF (104075 KB) | |
Examination of strategic decision making in marketing channels. Intensity of distribution, vertical integration, how roles are formulated, types of intermediaries, and multiple channels of distribution.
| Section | Session | Units | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|---|
| 16536R | 033 | 3.0 | Lecture | 11:00-12:20pm | Mon, Wed | 30 of 36 | Gary Frazier | JFF417 | |
All aspects of Internet marketing. Internet as a tool for marketing communication, sales and distribution, customer management. Role of paid advertising, search engines, Website design.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16537D | 033 | Lecture | 2:00-3:20pm | Tue, Thu | Canceled | |
Design and implementation of marketing strategies applied to domestic and global business challenges that span multiple industries complimented by a consumer packaged goods marketing strategic plan project.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16545R | 033 | Lecture | 6:30-9:30pm | Wednesday | 76 of 77 | Diane Badame | JKP112 | |
Applications and models of marketing-related data analyses to the development of data-driven marketing strategies and making data-driven marketing decisions.
- Restriction: Registration open to the following major(s): Accounting, Business Administration/East Asian Area Studies, Business Administration/Industrial & Systems Engineering, Business Administration/Jewish Nonprofit Management, Business Administration/Pharmacy, Business Administration/Real Estate Development, Business Administration/Social Work, Business Research, Business Taxation, Business Analytics, Gerontology/Business Administration, Business Administration, Juris Doctor/Business Administration, Law/Business Taxation, Medicine/Business Administration, Marketing, Social Entrepreneurship, Global Supply Chain Management, Business Administration/Urban Planning, Business Administration/Systems Architecting and Engineering, Public Health/Social Entrepreneurship
- Restriction: Registration open to the following class level(s): Doctoral Student, Master Student
- Note: Duplicates credit in the former DSO 566. Sections 16562 and 16563 are for MS Business Analytics students only. Sections 16546 and 16547 are for all other Marshall graduate students. Please be careful to register for the section assigned to your program.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16546R | 033 | Lecture | 2:00-3:20pm | Mon, Wed | 28 of 28 (13 on waitlist) | Lan Luo | JKP104 | | |
| 16547R | 033 | Lecture | 3:30-4:50pm | Mon, Wed | 28 of 28 (7 on waitlist) | Lan Luo | JKP210 | | |
| 16562D | 033 | Lecture | 2:00-3:20pm | Mon, Wed | 28 of 28 (2 on waitlist) | Lan Luo | JKP104 | | |
| 16563D | 033 | Lecture | 3:30-4:50pm | Mon, Wed | 27 of 27 (1 on waitlist) | Lan Luo | JKP210 | |
An exploration of skills and practices (e.g., getting out of one's comfort zone, discovering one's inner-critic) necessary to develop and cultivate one's personal creativity.
- Restriction: Registration open to the following major(s): Accounting, Business Administration/East Asian Area Studies, Business Administration/Education, Business Administration/Industrial & Systems Engineering, Business Administration/Jewish Nonprofit Management, Business Administration/Pharmacy, Business Administration/Real Estate Development, Business Administration/Social Work, Business Administration/Planning, Business Research, Business Taxation, Gerontology/Business Administration, Business Administration, Juris Doctor/Business Administration, Law/Business Taxation, Medicine/Business Administration, Marketing, Social Entrepreneurship
- Restriction: Registration open to the following class level(s): Doctoral Student, Master Student
| Section | Session | Units | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|---|
| 16550D | 033 | 3.0 | Lecture | 2:00-4:50pm | Tuesday | 36 of 36 (14 on waitlist) | Joseph Priester | JKP102 |  | |
| 16551D | 033 | 3.0 | Lecture | 2:00-4:50pm | Thursday | 37 of 37 (6 on waitlist) | Joseph Priester | JKP102 | | |
| 16552D | 033 | 3.0 | Lecture | 6:30-9:30pm | Thursday | 36 of 36 | Joseph Priester | JKP102 | |
Examination of marketing issues and challenges within a variety of business settings in the fashion, luxury goods and lifestyle sectors in the global marketplace.
- Prerequisite: 1 from (GSBA 509 or GSBA 528 or GSBA 509A)
- Restriction: Registration open to the following class level(s): Doctoral Student, Graduate Visitor, Master Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16549R | 033 | Lecture | 6:30-9:30pm | Monday | 73 of 78 | Diane Badame | JKP112 | |
Research leading to the master's degree. Maximum units which may be applied to the degree to be determined by the department. Graded CR/NC.
- Note: The application form is posted under the Syllabus field below. For more information visit maps.usc.edu/?id=1928&reference=acc" target="_blank" class="map">ACC306E or call 740-5033.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16554D | 033 | Lecture | TBA | TBA | 0 of 10 | Anthony Dukes | OFFICE | |
Individual or team projects studying the marketing practices of an industry, company, government agency, country, geographic region, etc. Proposal, data collection, analyses, and written report. Graded CR/NC.
- Restriction: Registration open to the following class level(s): Doctoral Student, Master Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16555D | 033 | Lecture | TBA | TBA | 0 of 10 | Anthony Dukes | OFFICE | |
Independent research beyond normal course offerings. Proposal, research and written report/paper required. Graded CR/NC.
- Restriction: Registration open to the following class level(s): Master Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16556D | 033 | Lecture | TBA | TBA | 0 of 10 | Anthony Dukes | OFFICE | |
Supervised on-the-job business experience in the field of marketing. (Curricular Practical Training.) Graded CR/NC.
- Restriction: Registration open to the following major(s): Accounting, Business Administration/East Asian Area Studies, Business Administration/Education, Business Administration/Industrial & Systems Engineering, Business Administration/Jewish Nonprofit Management, Business Administration/Pharmacy, Business Administration/Real Estate Development, Business Administration/Social Work, Business Administration/Planning, Business Research, Business Taxation, Gerontology/Business Administration, Business Administration, Juris Doctor/Business Administration, Medicine/Business Administration, Law/Business Taxation, Marketing, Social Entrepreneurship
- Restriction: Registration open to the following class level(s): Master Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16557D | 033 | Lecture | TBA | TBA | 1 of 10 | Anthony Dukes,Kristin Diehl | OFFICE | |
Hands-on practical experience working with a Marshall faculty member in the Marketing Department on an ongoing research project. Graded CR/NC.
- Restriction: Registration open to the following class level(s): Master Student, Doctoral Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16558D | 033 | Lecture | TBA | TBA | 0 of 10 | Anthony Dukes | OFFICE | |
Individual or team project solving real business problems for an existing business entity, domestic and/or international. Proposal, field research, analyses and oral and written presentations. Graded CR/NC
- Restriction: Registration open to the following class level(s): Doctoral Student, Master Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16561D | 033 | Lecture | TBA | TBA | 1 of 10 | Anthony Dukes,Diane Badame | OFFICE | |
Examination of current literature and emerging and timely topics in marketing, social marketing, consumerism, macromarketing, marketing of individuals, organizations, and ideas.
| Section | Session | Units | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|---|
| Marketing Strategies for Multicultural Marketing | ||||||||||
| 16565R | 411 | 1.5 | Lecture | 9:30-10:50am | Mon, Wed | 20 of 36 | Gilberto Gutierrez | JFF417 | | |
Modeling research o marketing with a focus on discrete choice models, consideration set models, purchase timing models, accounting for consumer heterogeneity, Baysian models, dynamic models of consumer choice, market entry effects, product quality, advertising and carry over effects, price, and promotion. Open to students in the doctoral program in business administration only.
- Restriction: Registration open to the following class level(s): Doctoral Student
- Restriction: Registration open to the following school(s): Gordon S. Marshall School of Business
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16576R | 033 | Lecture | 1:00-3:50pm | Friday | 3 of 10 | Gerard Tellis,Sivaramakrishnan Siddarth | HOH706 | |
Behavioral research and theory on consumer behavior with a focus on emotions, categorization, knowledge, inferences, attitudes, social influences and environmental influences on buying and consumption.
- Restriction: Registration open to the following class level(s): Doctoral Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16574R | 033 | Lecture | 2:00-4:50pm | Monday | 7 of 10 | Joseph Nunes | HOH706 | |
Seminar. Review and discuss current research in Marketing. Presentations by faculty, visiting researchers, and advanced students. Open to Marshall Ph.D. students only. Graded CR/NC.
- Restriction: Registration open to the following major(s): Business Administration
- Restriction: Registration open to the following class level(s): Doctoral Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16578R | 033 | Lecture | 12:00-12:50pm | Friday | 11 of 13 | Lan Luo | HOH706 | |