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Department: Marketing

  • Marketing

    Marketing

    The Marketing Department at the USC Marshall School of Business is among the nation’s leading departments for this rapidly evolving discipline.

    The Marketing faculty at Marshall are expert researchers and teachers, who specialize in various areas of marketing such as consumer behavior, new product development, digital marketing and analytics, sales, pricing, and marketing policy and regulation. Many are internationally renowned experts who are acknowledged for their research in consumer psychology, marketing analytics, digital marketing, new product development, market response forecasting, and e-commerce.

    Whether students are pursuing an undergraduate or graduate degree, the marketing department offers classes to support individuals' diverse interests and goals. From advertising to branding, retailing and sales to digital marketing, our highly experiential coursework enables students to leverage real-world opportunities that help prepare them for dynamic and meaningful careers.

DEGREES + COURSES

UNDERGRADUATE DEGREES

GRADUATE DEGREES

INSIGHT + ANALYSIS

ALL INSIGHT + ANALYSIS

NEWS + EVENTS

ALL NEWS + EVENTS

FACULTY

FULL-TIME FACULTY

  • Diane Marie Badame

    Diane Marie Badame
    • Academic Director of Marketing
    • Professor of Clinical Marketing

    Diane Badame specializes in the fields of marketing management, customer satisfaction and new product development. She currently serves as the Academic Director of the Master of Science in Marketing Program.

  • Eva Buechel

    Eva Buechel
    • Assistant Professor of Marketing

    Eva Buechel is an Assistant Professor of Marketing at the University of Southern California. Her research interests focus on the psychological processes that shape consumer judgments, decisions and behaviors. Specifically, she examines how current experiential states affect cognitions and how these in turn determine consumers’ estimations of utility and value.

  • Miriam T. Burgos

    Miriam T. Burgos
    • Patti Roskill Endowed Chair in Teaching Excellence
    • Associate Vice Dean for Teaching and Innovation
    • Professor of Clinical Marketing
    • Academic Director, Online MBA Program

    Miriam Burgos specializes in multi-cultural marketing, brand management, and sales management. Prior to joining USC, Professor Burgos worked in the consumer packaged goods industry with Procter & Gamble and Colgate Palmolive where she developed expertise in how a multi-national corporation successfully takes a product to market in a global economy from initial concept to branding, and ultimately to consumers' homes and workplaces. She worked in Procter & Gamble's multicultural business development organization (MBDO) and also has experience in marketing strategy, cause-marketing, and small-business marketing plan development.

  • Giovanni Luca Cascio Rizzo

    Giovanni Luca Cascio Rizzo
    • Assistant Professor of Marketing

    Luca Cascio Rizzo studies how language shapes consumer behavior. Specifically, his research examines how the words, the vocal cues, or the body gestures communicators use influence others. To investigate this, he employs a multimethod approach, combining automated text, visual, and audioanalysis in the field with controlled experiments.

    Luca's research has been published in leading academic journals including Journal of Consumer Research and Journal of Marketing, and covered by popular press outlets such as Harvard Business Review and Fast Company. In 2024, Luca received the Rising Star Award from the American Marketing Association.

PhD STUDENTS

STUDENTS

  • Marketing Honors Research Seminar

    Marketing Honors Research Seminar

    The Honors Research Seminar guides you through the process of writing an honors thesis in marketing and is designed to help you systematically approach an unstructured problem in order to answer your question of choice. The processes and skills the class develops will benefit you in personal problem solving as well as in pursuit of employment or graduate school.

    The Honors Research Seminar is an opportunity to:
    - Learn scholarly practices (theory, experimental knowledge, ethics, etc.)
    - Conduct academic research
    - Create an intellectual argument
    - Compose a scholarly research paper

    MORE Marketing Honors Research Seminar

SELECT STUDENT ORGANIZATIONS

  • Association of Innovative Marketing Consulting

    Association of Innovative Marketing Consulting

    AIM Consulting’s mission is to provide innovative marketing consulting services to clients across allindustries. Our members gain real-world experience by working on strategic projects to develop data-driven recommendations for premier brands, startups, and nonprofits. By combining comprehensive professionaldevelopment resources and experience with distinctive clients, AIM Consulting empowers members to thrive in the fields of marketing, consulting, and beyond.

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  • Fashion Industry Association

    Fashion Industry Association

    The Fashion Industry Association (“FIA”) is a student organization at the University of Southern California. As the only fashion-focused organization officially recognizedby the USC Marshall School of Business, FIA is dedicated to connecting its members to information about and professional opportunities within the fashion industry. We regularly invite guest speakers from the fashion industry onto campus, host networking events, organize off-campus social field trips, and produce an annual student-run fashion show. FIA’s goal is to exposemembers to the many facets of the fast-paced, ever-changing fashion industry while fostering alike-minded community.

    MORE Fashion Industry Association
  • Trojan Marketing Group

    Trojan Marketing Group

    Trojan Marketing Group is a full-service, student-run,pro-bono marketing agency at the University of SouthernCalifornia, crafting story-driven marketing campaigns forbusinesses and nonprofits in Los Angeles and beyond.

    MORE Trojan Marketing Group
ALL STUDENT ORGANIZATIONS

CURRENT COURSES

Below is a selection of current courses taught by the department. For a complete listing of current courses please see the USC SCHEDULE OF CLASSES.

  • BUAD-307
    Marketing Fundamentals
    Develop a managerial viewpoint in planning, executing, and evaluating marketing decisions of the firm, including decisions related to products, pricing, distribution channels and promotion.
  • GSBA-505
    Fundamentals of Business
    Fundamentals of financial accounting, microeconomics, statistics, analytics and communication.
  • GSBA-509
    Marketing Management
    Development of analytical, strategic, and planning skills. Application within an integrated strategic framework to the development of a comprehensive marketing plan for a product, service, and/or organization. Duplicates credit in GSBA 528 and GSBA 546.

Stay Connected

  • Contact Us

    Office: 213-740-5033
    Fax: 213-740-7828

    Department Chair: Sivaramakrishnan Siddarth | EMAIL
    Administrative Services Manager: Elizabeth Mathew | EMAIL
    Project Specialist, Financial Affairs: Jennifer Lim | EMAIL
    Administrative Assistant: Doris Meunier | EMAIL

  • Campus Location

    USC Marshall School of Business
    Department of Marketing
    701 Exposition Blvd HOH 331
    Los Angeles, CA 90089-1424