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Marketing (MKT)
- http://www.marshall.usc.edu/marketing/
- D class assignments for undergraduates available in HOH; 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.
Apply marketing research techniques and frameworks to collect data, conduct statistical analysis, and develop actionable insights to support marketing 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 | 10:00-11:50am | Tue, Thu | 39 of 48 | Yanhao Wei | JFF322 | PDF (253221 KB) |   |
| 16509R | 001 | Lecture | 2:00-3:50pm | Tue, Thu | 42 of 48 | Yanhao Wei | JFF241 | PDF (253221 KB) | |
Examines happiness and wellbeing in consumer culture. Integrates insights from various fields (e.g., psychology, sociology, policy) into discussions about business, individual wellbeing and societal welfare.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16467R | 001 | Lecture | 4:00-5:50pm | Mon, Wed | 47 of 48 | Arianna Uhalde | JFF316 | PDF (95483 KB) | |
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 | Mon, Wed | 48 of 48 | Arianna Uhalde | JFF316 | PDF (96631 KB) | |
| 16472R | 001 | Lecture | 12:00-1:50pm | Mon, Wed | 47 of 48 | Arianna Uhalde | JFF322 | PDF (96631 KB) | |
| 16474R | 001 | Lecture | 4:00-5:50pm | Tue, Thu | Canceled | Therese Wilbur | PDF (565445 KB) | |
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 | 10:00-11:50am | Tue, Thu | 48 of 48 | Gary Frazier | JFF316 | |
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 | 6:00-7:50pm | Tue, Thu | 48 of 48 | Konrad Ribeiro | JFF316 | |
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 | 2:00-3:50pm | Mon, Wed | 34 of 48 | Therese Wilbur | JFF322 | PDF (606081 KB) | |
| 16496R | 001 | Lecture | 12:00-1:50pm | Tue, Thu | 41 of 48 | Therese Wilbur | JFF322 | PDF (606081 KB) | |
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 | | |
| 16500R | 001 | Lecture | 2:00-3:50pm | Mon, Wed | 47 of 48 | Linda Hagen | JFF316 | | |
| 16502R | 001 | Lecture | 10:00-11:50am | Tue, Thu | 48 of 48 | Gulden Ulkumen | JFF239 | | |
| 16503R | 001 | Lecture | 4:00-5:50pm | Tue, Thu | Canceled | Kristin Diehl | |
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 | Mon, Wed | 55 of 55 | Gene Delvecchio | JFF236 | |
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 |
|---|---|---|---|---|---|---|---|---|---|---|
| Advertising and Social Media: Strategy and Analytics | ||||||||||
| 16507D | 001 | 4.0 | Lecture | 2:00-3:50pm | Tue, Thu | 15 of 30 | Gerard Tellis | HOH114 | PDF (888475 KB) | |
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 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, Business Analytics, Business Administration/Urban Planning
- Note: Section 16522 is for MBA and other graduate students. Section 16523 is for MS Marketing students. Please be mindful of registering for the correct section for your program.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16522R | 033 | Lecture | 3:30-4:50pm | Tue, Thu | 23 of 24 (2 on waitlist) | Laurence Vincent | JKP102 | | |
| 16523D | 033 | Lecture | 3:30-4:50pm | Tue, Thu | 30 of 30 (9 on waitlist) | Laurence Vincent | JKP102 | |
Theories and applications of consumer behavior in marketing; psychological, social, cultural and ethnic factors influencing consumer behavior.
- Prerequisite: 1 from (GSBA 509 or GSBA 509A or GSBA 528)
- Note: Section 16525 is for MBA and other graduate students. Section 16524 is for MS Marketing students. Please be mindful of registering for the correct section for your program.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16524D | 033 | Lecture | 2:00-3:20pm | Tue, Thu | 29 of 28 (1 on waitlist) | Kristin Diehl | JKP102 | | |
| 16525R | 033 | Lecture | 2:00-3:20pm | Tue, Thu | 26 of 26 | Kristin Diehl | JKP102 | |
Effective advertising in an era of social media including strategy and analytics for crafting ad messages, testing ads, budgeting and media scheduling.
- 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/Urban Planning, Business Administration/Real Estate Development, Business Administration/Systems Architecting and Engineering, Business Administration/Social Work, Business Research, Business Taxation, Gerontology/Business Administration, Business Administration, Juris Doctor/Business Administration, Law/Business Taxation, Medicine/Business Administration, Marketing, Public Health/Social Entrepreneurship, Social Entrepreneurship
- Restriction: Registration open to the following class level(s): Doctoral Student, Master Student
- Note: Section 16526 is for MBA and other graduate students. Section 16527 is for MS Marketing students. Please be mindful of registering for the correct section for your program.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16526R | 033 | Lecture | 5:00-6:20pm | Tue, Thu | 32 of 33 (6 on waitlist) | Gerard Tellis | JKP110 | PDF (874447 KB) | |
| 16527D | 033 | Lecture | 5:00-6:20pm | Tue, Thu | 22 of 31 (9 on waitlist) | Gerard Tellis | JKP110 | PDF (1064192 MB) | |
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 | 56 of 60 (2 on waitlist) | Steven Martin | ONLINE | |
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 | 6:30-9:30pm | Tuesday | 61 of 61 (22 on waitlist) | Laurence Vincent | JKP112 | |
Comprehensive treatment of the behavioral foundations of brands and brand development. Exploration of alternative branding strategies and marketing tools for brand development.
- Prerequisite: 1 from (GSBA 509 or GSBA 509A or GSBA 528)
- Note: Section 16531 is for MBA and other graduate students. Section 16532 is for MS Marketing students. Please be mindful of registering for the correct section for your program.
| Section | Session | Units | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|---|
| 16531R | 411 | 1.5 | Lecture | 5:00-6:20pm | Mon, Wed | 46 of 55 | Diane Badame | JKP112 | | |
| 16532D | 411 | 1.5 | Lecture | 5:00-6:20pm | Mon, Wed | 20 of 23 | Diane Badame | JKP112 | |
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 | 12:30-1:50pm | Tue, Thu | 33 of 54 | Gary Frazier | JKP110 | |
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.
- Prerequisite: 1 from (GSBA 509 or GSBA 509A or GSBA 528)
- Note: Section 16545 is for MBAs and other graduate students. Section 16544 is for MS Marketing students. Please be mindful of registering for the correct section for your program.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16544D | 033 | Lecture | 6:30-9:30pm | Wednesday | 23 of 23 (15 on waitlist) | Diane Badame | JKP112 | | |
| 16545R | 033 | Lecture | 6:30-9:30pm | Wednesday | 55 of 56 (2 on waitlist) | 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. Duplicates credit in the former DSO 566.
- 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, Business Administration/Urban Planning, Business Administration/Systems Architecting and Engineering, Global Supply Chain Management, Public Health/Social Entrepreneurship
- Restriction: Registration open to the following class level(s): Doctoral Student, Master Student
- Note: Sections 16546, 16547 and 16550 are for MBAs and other graduate students. Sections 16562 and 16563 are for MS Business Analytics students only. Please be mindful of registering for the correct section for your program. Duplicates credit in the former DSO 566.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16546R | 033 | Lecture | 2:00-3:20pm | Mon, Wed | 27 of 27 (10 on waitlist) | Dennis Schorr | JKP104 | | |
| 16547R | 033 | Lecture | 3:30-4:50pm | Mon, Wed | 24 of 27 (7 on waitlist) | Dennis Schorr | JKP104 | | |
| 16550R | 033 | Lecture | 12:30-3:20pm | Saturday | 55 of 70 | Dennis Schorr | JKP212 | | |
| 16562D | 033 | Lecture | 2:00-3:20pm | Mon, Wed | 26 of 27 | Dennis Schorr | JKP104 | | |
| 16563D | 033 | Lecture | 3:30-4:50pm | Mon, Wed | 25 of 26 | Dennis Schorr | JKP104 | |
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
- Note: Section 16549 is for MBA and other graduate students. Section 16551 is for MS Marketing students. Please be mindful of registering for the correct section for your program.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16549R | 033 | Lecture | 6:30-9:30pm | Monday | 55 of 58 | Diane Badame | JKP112 | | |
| 16551D | 033 | Lecture | 6:30-9:30pm | Monday | 17 of 19 | Diane Badame | JKP112 | |
Provide an understanding of the role of the Chief Marketing Officer (CMO) in a variety of industries and how he or she influences shareholder value.
- Prerequisite: 1 from (GSBA 509 or GSBA 509A or GSBA 528)
- Note: Section 16548 is for MBA and other graduate students. Section 16543 is for MS Marketing students. Please be mindful of registering for the correct section for your program.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16543D | 415 | Lecture | 5:00-6:20pm | Mon, Wed | 11 of 18 | Diane Badame | JKP112 | | |
| 16548R | 415 | Lecture | 5:00-6:20pm | Mon, Wed | 44 of 59 | 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 | 3 of 10 | Anthony Dukes,Shantanu Dutta, Diane Badame | 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 | 3 of 10 | Anthony Dukes,Diane Badame | OFFICE | | |
| 16559D | 415 | Lecture | TBA | TBA | 0 of 10 | 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 | 0 of 10 | Anthony Dukes | 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 |
|---|---|---|---|---|---|---|---|---|---|---|
| GIS Applications in Marketing Strategy | ||||||||||
| 16560D | 033 | 3.0 | Lecture | 9:30-10:50am | Tue, Thu | Canceled | Miriam Burgos, Beth Wellman | | ||
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 | 2:00-4:50pm | Wednesday | 6 of 10 | Davide Proserpio, Dinesh Puranam | 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 | Kristin Diehl | HOH506 | |