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Marketing (MKT)
- http://www.marshall.usc.edu/marketing/
- D class assignments for undergraduates available in HOH-331; 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 students.marshall.usc.edu/registrationpolicies
Analyze marketing data and develop actionable insights to guide marketing decisions. Apply statistical tools, machine learning, and economic analysis to digital marketing problems.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16467R | 001 | Lecture | 10:00-11:50am | Tue, Thu | 48 of 48 | Sha Yang | JFF239 |   | |
| 16468R | 001 | Lecture | 12:00-1:50pm | Tue, Thu | 48 of 48 | Sha Yang | JFF239 | |
Examine happiness and wellbeing in consumer culture. Integrate 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 |
|---|---|---|---|---|---|---|---|---|---|
| 16469D | 001 | Lecture | 10:00-11:50am | Mon, Wed | Canceled | |
Develop skills for effective marketing communication and promotion. Consider objectives and components of a strategic plan (including marketplace analysis, research, campaign development, and media planning).
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16470R | 001 | Lecture | 10:00-11:50am | Mon, Wed | 23 of 48 | Sasha Strauss | JFF316 | | |
| 16471R | 001 | Lecture | 12:00-1:50pm | Mon, Wed | 33 of 48 | Sasha Strauss | JFF316 | |
Examine the changing world of the connected consumer. Gain introductory knowledge about consumers online and digital marketing tactics across industries.
- Prerequisite: BUAD 307
- 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 |
|---|---|---|---|---|---|---|---|---|---|
| 16479R | 001 | Lecture | 10:00-11:50am | Tue, Thu | 48 of 48 | Kristen Schiele | JFF322 | | |
| 16480R | 001 | Lecture | 12:00-1:50pm | Tue, Thu | 48 of 48 | Kristen Schiele | JFF322 | |
Examine the use of social media for business across industries. Understand theories and frameworks for strategic content creation and posting as technology and platforms evolve.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16481R | 001 | Lecture | 6:00-7:50pm | Tue, Thu | 48 of 48 | Elena Hansen | JFF322 | |
Learn how marketers create new brands, products and services. Discuss and examine creative ideation, research and development, brand image management and legal issues in branding.
- Prerequisite: BUAD 307
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16492R | 001 | Lecture | 4:00-5:50pm | Tue, Thu | 34 of 48 | Diane Badame | JFF322 | |
Examine diverse consumers behavior including acquisition, usage and disposition of products. Understand the psychological, social and cultural influences that drive consumers decisions.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16495R | 001 | Lecture | 2:00-3:50pm | Tue, Thu | 25 of 36 | Dennis Schorr | JFF417 | | |
| 16496R | 001 | Lecture | 12:00-1:50pm | Mon, Wed | 27 of 48 | Kristin Diehl | JFF322 | PDF (323001 KB) | |
| 16498R | 001 | Lecture | 2:00-3:50pm | Mon, Wed | Canceled | Diane Badame | |
Fundamentals of fashion, luxury and lifestyle marketing in a global market including visiting relevant companies in Italy during spring recess.
- Note: This class requires an international field study trip to Florence and Milan during spring recess. A travel fee of $3,850 is applied. The travel fee includes round-trip airfare to Italy, eight nights of double occupancy hotel accommodation, daily breakfast at the hotel, in-country transportation for the program-arranged activities, and some meals. The travel fee does not include a Schengen visa, overseas health insurance, if applicable, or other costs that are not listed in the inclusion list. Students who drop out of this course after December 1, 2024, are subject to a 50% non-refundable ($1,925) deposit policy, and there is no refund if dropping after January 31, 2025. Students who wish to enroll in the class can request a D-clearance through the following link : usc.qualtrics.com/jfe/form/SV_6zK5RbBu3sLj4we
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16510D | 165 | Lecture | 2:00-3:50pm | Monday | 34 of 36 | Joseph Nunes | BRI5 |  |
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, Marketing (Marketing Analytics), Social Entrepreneurship, Public Health/Social Entrepreneurship, Business Analytics, Business Administration/Urban Planning
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16516R | 033 | Lecture | 11:00-12:20pm | Mon, Wed | 23 of 30 | Larry Vincent | JKP104 | | |
| 16517D | 033 | Lecture | 11:00-12:20pm | Mon, Wed | 21 of 24 | Larry Vincent | JKP104 | |
Analyze theories of consumer behavior and their relevance to the modern marketplace; examine psychological, social, and cultural factors influencing consumers across contexts.
- 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, Marketing (Marketing 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 |
|---|---|---|---|---|---|---|---|---|---|
| 16518R | 033 | Lecture | 9:30-10:50am | Mon, Wed | 28 of 36 | Kristin Diehl | JKP112 | PDF (200863 KB) | |
| 16520D | 033 | Lecture | 9:30-10:50am | Mon, Wed | 11 of 18 | Kristin Diehl | JKP112 | PDF (200863 KB) | |
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 |
|---|---|---|---|---|---|---|---|---|---|
| 16527R | 033 | Lecture | 6:30-9:30pm | Tuesday | 33 of 54 | Dennis Schorr | JKP112 | |
Analyze the behavioral foundations of brands and brand development; explore various marketing tools and tactics for brand development and management.
| Section | Session | Units | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|---|
| 16531R | 033 | 3.0 | Lecture | 5:00-7:50pm | Monday | 60 of 60 (7 on waitlist) | Sasha Strauss | ONLINE | |
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, Marketing (Marketing Analytics), 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 |
|---|---|---|---|---|---|---|---|---|---|
| 16532R | 033 | Lecture | 6:30-9:30pm | Monday | Canceled | Shantanu Dutta | |
Develop strategy for digital marketing using existing and emerging tools and technologies; analyze various tactics, including search, display, video, social media, e-commerce, and influencers.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16537R | 033 | Lecture | 12:30-1:50pm | Tue, Thu | 41 of 54 | Nikhil Malik | JKP112 | | |
| 16538R | 033 | Lecture | 3:30-4:50pm | Tue, Thu | 32 of 54 | Nikhil Malik | JKP102 | | |
| 16540R | 033 | Lecture | 6:30-9:30pm | Thursday | 54 of 54 (4 on waitlist) | Nikhil Malik | JKP102 | |
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 |
|---|---|---|---|---|---|---|---|---|---|
| 16541R | 033 | Lecture | 2:00-3:20pm | Mon, Wed | 27 of 32 | Ike Silver | JKP104 | | |
| 16543R | 033 | Lecture | 6:30-9:30pm | Wednesday | 6 of 32 | Ike Silver | JKP112 | | |
| 16552D | 033 | Lecture | 2:00-3:20pm | Mon, Wed | 21 of 22 | Ike Silver | JKP104 | | |
| 16553D | 033 | Lecture | 6:30-9:30pm | Wednesday | 15 of 22 | Ike Silver | 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, Marketing (Marketing Analytics), Social Entrepreneurship, Business Administration/Urban Planning, Business Administration/Systems Architecting and Engineering, Public Health/Social Entrepreneurship, Global Supply Chain Management
- Restriction: Registration open to the following class level(s): Doctoral Student, Master Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16542R | 033 | Lecture | 11:00-12:20pm | Tue, Thu | 36 of 36 (4 on waitlist) | Anthony Dukes | JKP104 | | |
| 16544R | 033 | Lecture | 5:00-6:20pm | Tue, Thu | 22 of 54 | Anthony Dukes | JKP102 | | |
| 16545D | 033 | Lecture | 11:00-12:20pm | Tue, Thu | 11 of 18 | Anthony Dukes | JKP104 | |
Application, development, interpretation and implementation (in Excel and Tableau) of marketing metrics using case studies, data, and practitioner talks.
- 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, Marketing (Marketing Analytics), Public Health/Social Entrepreneurship, Social Entrepreneurship, Business Analytics
- Restriction: Registration open to the following class level(s): Doctoral Student, Master Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16548R | 033 | Lecture | 12:30-1:50pm | Mon, Wed | 28 of 54 | Dinesh Puranam | JKP102 | | |
| 16549R | 033 | Lecture | 3:30-4:50pm | Mon, Wed | 31 of 54 | Dinesh Puranam | JKP210 | |
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 |
|---|---|---|---|---|---|---|---|---|---|
| 16551R | 033 | Lecture | 12:30-1:50pm | Tue, Thu | 42 of 54 | Joseph Nunes | JKP102 | |
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: Application required. Visit www.marshall.usc.edu/elective-course-guide/independent-study.
| Section | Session | Units | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|---|
| 16556D | 033 | 1.0-5.0 | Lecture | TBA | TBA | 0 of 10 | Sivaramakrishnan Siddarth | 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
- Note: Application required. Visit www.marshall.usc.edu/elective-course-guide/independent-study.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16558D | 033 | Lecture | TBA | TBA | 0 of 10 | Sivaramakrishnan Siddarth | 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
- Note: Application required. Visit www.marshall.usc.edu/elective-course-guide/independent-study.
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16550D | 033 | Lecture | TBA | TBA | 0 of 10 | OFFICE | | ||
| 16560D | 033 | Lecture | TBA | TBA | 0 of 10 | Sivaramakrishnan Siddarth | 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 |
|---|---|---|---|---|---|---|---|---|---|
| 16559D | 033 | Lecture | TBA | TBA | 3 of 25 | Diane Badame, Sivaramakrishnan Siddarth | 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 | Units | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|---|
| 16565D | 033 | 0.5-3.0 | Lecture | TBA | TBA | 0 of 10 | OFFICE | | ||
| 16566D | 033 | 1.5 | Lecture | TBA | TBA | 0 of 10 | Sivaramakrishnan Siddarth | OFFICE | | |
| 16567D | 033 | 2.0 | Lecture | TBA | TBA | 0 of 10 | OFFICE | |
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 |
|---|---|---|---|---|---|---|---|---|---|
| 16570R | 033 | Lecture | 9:30-12:20pm | Wednesday | 2 of 10 | Stephanie Tully | HOH506 | |
Techniques for building and analyzing advanced quantitative analytical models. Develop and estimate various state-of-the-art models of consumer choice and firm decisions. Open only to Doctoral students.
- Restriction: Registration open to the following class level(s): Doctoral Student
| Section | Session | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|
| 16571R | 033 | Lecture | 1:00-3:50pm | Friday | 2 of 10 | Dina Mayzlin, Sha Yang | 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 |
|---|---|---|---|---|---|---|---|---|---|
| 16572R | 033 | Lecture | 12:00-12:50pm | Friday | 2 of 10 | Yanhao Wei | HOH706 | |
Exploration of emerging topics, literature and research techniques in contemporary marketing.
- Restriction: Registration open to the following class level(s): Doctoral Student
| Section | Session | Units | Type | Time | Days | Registered | Instructor | Location | Syllabus | Info |
|---|---|---|---|---|---|---|---|---|---|---|
| Psychological Theories for Business Research | ||||||||||
| 16573R | 033 | 3.0 | Lecture | 2:00-4:50pm | Monday | 2 of 10 | Norbert Schwarz | HOH506 | PDF (386794 KB) | |