EDIT

Department: 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

BS Business Administration with Emphasis in Marketing (BMKT)

The Bachelor of Science in Business Administration with an emphasis in Marketing provides students with specialized training in marketing strategy, execution, and evaluation. With this degree, students will deepen their understanding of various aspects of marketing such as product development, communication and promotion, consumer insights, ethics and regulation, customer analytics, and data-driven marketing.

COURSE CATALOGUE BS Business Administration with Emphasis in Marketing (BMKT)
Marketing Minor

For non-business majors, this minor explores the processes that organizations use to identify and serve the needs of customers. This is a business-related minor that will supplement many undergraduate majors.

COURSE CATALOGUE Marketing Minor
Consumer Behavior Minor

Learn how consumer decisions, preferences, activities and other behaviors are influenced by factors such as culture, subculture, demographics, conscious and unconscious information processing, knowledge organization, beliefs, interpersonal communication, learning from experience and values.

COURSE CATALOGUE Consumer Behavior Minor
Customer Analytics Minor

For non-business/accounting majors. This minor draws on empirical methods and applications from fields such as marketing, economics, entrepreneurship, information sciences, international relations, political sciences and sociology to better understand its multidimensional prime constituent - the customer

COURSE CATALOGUE Customer Analytics Minor

GRADUATE DEGREES

MS Marketing (MSMKT)
Top 3 marketing program
Can be completed in one year
Two specialization tracks - analytics or consumer behavior
MORE MS Marketing (MSMKT)
Graduate Certificate in Marketing

Designed for individuals who want to develop the analytical and technical skills needed to work with today’s complex marketing issues in the support of effective business decision-making.

MORE Graduate Certificate in Marketing

INSIGHT + ANALYSIS

Quoted: Joseph Nunes in Investopedia

NUNES, professor of marketing, explains to Investpedia how the emotional tie to $5 dollar meal deals equates to consumer affordability.

GO TO ARTICLE Quoted: Joseph Nunes in Investopedia
Quoted: Larry Vincent on Marketplace

VINCENT, associate professor of the practice of marketing, tells Marketplace the delicate balance between convenience and privacy when stadiums use facial recognition tools.

GO TO ARTICLE Quoted: Larry Vincent on Marketplace
Quoted: Lars Perner in Newsweek

PERNER, associate professor of clinical marketing, tells Newsweek that inflation fears may affect consumer spending on Halloween.

GO TO ARTICLE Quoted: Lars Perner in Newsweek
Quoted: Larry Vincent on KCRW-FM (Los Angeles)

VINCENT, associate professor of the practice of marketing, shares with KCRW-FM (Los Angeles) the cautionary business incentives for using face recognition tools, like Intuit Dome, when creating personalized experiences.

GO TO ARTICLE Quoted: Larry Vincent on KCRW-FM (Los Angeles)
Quoted: Wendy Wood in Good Housekeeping

Wood, Provost Professor Emerita of Psychology and Business, shares with Good Housekeeping the key to form good habits.

GO TO ARTICLE Quoted: Wendy Wood in Good Housekeeping

ALL INSIGHT + ANALYSIS

NEWS + EVENTS

Assistant Professor Research Day 2024 Showcases Expertise Among Faculty

The annual event promotes a multidisciplinary research culture and a deeper understanding of the relationship between business and society.

MORE Assistant Professor Research Day 2024 Showcases Expertise Among Faculty
USC Marshall Honors Three Professors Through Flagship Teaching Chair Program

The school continues to prioritize teaching excellence by adding three new endowed chairs.

MORE USC Marshall Honors Three Professors Through Flagship Teaching Chair Program
Marshall Faculty Publications, Awards, and Honors: October 2024

We are proud to highlight the many accomplishments of Marshall’s exceptional faculty recognized for recently accepted and published research and achievements in their field.

MORE Marshall Faculty Publications, Awards, and Honors: October 2024
Marshall Faculty Publications, Awards, and Honors: September 2024

We are proud to highlight the many accomplishments of Marshall’s exceptional faculty recognized for recently accepted and published research and achievements in their field.

MORE Marshall Faculty Publications, Awards, and Honors: September 2024
Research: Consumers Are More Tolerant when Algorithms Drive Price Discrimination

A new study, published in the Journal of the Association for Consumer Research by Assistant Professor Nofar Duani, shows consumers feel less judged and exploited by algorithms, but not in every pricing situation.

MORE Research: Consumers Are More Tolerant when Algorithms Drive Price Discrimination

ALL NEWS + EVENTS

FACULTY

FULL-TIME FACULTY

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
- 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
- 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
- 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.

ALL MKT FACULTY

PhD STUDENTS

Stephan (Steve) Carney
- PhD Candidate in Marketing
Maansi Dalmia
- PhD Student in Marketing
Aparna Jayaram
- PhD Student in Marketing
SooHyun Kim
- PhD Student in Marketing

STUDENTS

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

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.

MORE Association of Innovative Marketing Consulting
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
Marshall Outreach and Volunteer Entrepreneurs @ USC

We are a student-run organization dedicated to connectingthe USC community with the local community, as well as to exploring the relationship between business, service, and ethics.

MORE Marshall Outreach and Volunteer Entrepreneurs @ USC
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.
GSBA-528

Marketing Management

Marketing is treated as a managerial decision-making process. Emphasis is given to understanding the concepts, tools, and techniques that comprise a comprehensive marketing strategy. Duplicates credit in GSBA 509, the former GSBA 509ab, and GSBA 546.

GSBA-538

Managing Outside the Firm

Thematic exploration of operations management, corporate finance, marketing, and microeconomics. Coordinating production processes, marketing strategies, and corporate financial plans in order to maximize growth.

GSBA-560

The Perspective of Top Management

Using cases, students are introduced to top management issues of executive leadership, environmental and strategic analysis, use of financial statements, organizational assessment and design, technology management and decision support systems. Graded CR/NC.

GSBA-561

Evaluating Market Performance

Evaluation of the firm by the market forces that affect its success; financial accounting and reporting; competitive market analysis; external communication; microeconomics; labor, customer and financial markets, statistical and decision analysis, financial and organization measures of effectiveness.

GSBA-566

Evaluating Business Performance

Thematic introduction to finance, statistical and decision analysis, marketing, financial accounting and reporting, competitive market analysis, external communication, and financial and organization measures of effectiveness.

GSBA-570

The Role of the Senior Executive

Introduction to strategic management; executive leadership; environmental analysis; international context; financial growth strategies; social, legal and macroeconomic issues; role of CEO with boards, media and other publics; business ethics, strategic planning project. Recommended preparation: GSBA 534

GSBA-571

Environmental Analysis: Establishing Competitive Advantage

Development of strategic planning processes; analysis of economic, social, political environment; forecasting; futures research; macroeconomics; international economics; technological developments; multinational management simulation; field projects.

GSBA-625

Experimental Design and Analysis for Behavioral Science

Introduction to design, implementation and analyses of experiments. Designing experimental procedures (manipulations, measurements). Analyzing ANOVAs with manipulated and measured factors, mediation, reliability and discrimination analyses.

MKT-401

Marketing Research for Consumer Insights

Develop hands-on marketing research skills to actively collect data that informs marketing decisions. Emphasis on the effective application of different methods and data to improve decisions. Duplicates credit in the former MKT 470.

MKT-402

Introduction to Marketing Analytics

Analyze marketing data and develop actionable insights to guide marketing decisions. Apply statistical tools, machine learning, and economic analysis to digital marketing problems.

MKT-405

Marketing Communication and Promotion Strategy

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).

MKT-410

Professional Selling

Principles of business-to-business selling and its function in marketing strategy and the marketing mix. Explore professional selling as a career option.

MKT-425

Digital Marketing Fundamentals

Examine the changing world of the connected consumer. Gain introductory knowledge about consumers online and digital marketing tactics across industries.

MKT-428

Social Media Strategy for Business

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.

MKT-445

New Product Development and Branding

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.

MKT-450

Consumer Behavior and Marketing

Examine diverse consumers behavior including acquisition, usage and disposition of products. Understand the psychological, social and cultural influences that drive consumers decisions.

MKT-461

Marketing in the Entertainment Industry

Examine the marketing of products and brands in the entertainment industry (including movies, TV shows, music and video games).

MKT-465

Multicultural Marketing

Examine how marketers adapt the marketing mix to serve consumers from diverse cultures, considering differing social norms and regulations across the global marketplace.

MKT-479

Sports Marketing

Examine the marketing mix (i.e., product, price, place and promotion) across the global sports industry, including leagues, teams, athletes, events and apparel and equipment companies.

MKT-499

Special Topics

Current developments in the field of Marketing; topics to be selected each semester.

MKT-512

Customer Insights and Analysis

Use of marketing research techniques and technologies such as databases and statistical tools to collect, analyze and act upon customer information.

MKT-525

Consumer Behavior

Analyze theories of consumer behavior and their relevance to the modern marketplace; examine psychological, social, and cultural factors influencing consumers across contexts.

MKT-526

Advertising and Social Media: Strategy and Analytics

Effective advertising in an era of social media including strategy and analytics for crafting ad messages, testing ads, budgeting and media scheduling.

MKT-528

Sales Management: The Art and Science of Sales

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.

MKT-530

New Product Development

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.

MKT-533

Brand Strategy and Management

Analyze the behavioral foundations of brands and brand development; explore various marketing tools and tactics for brand development and management.

MKT-551

From Strategy to Execution: User Experience (UX) and Design

Explores the dynamic relationship between user experience (UX) and marketing strategy. Students utilize UX design principles to address product and marketing challenges.

MKT-560

Marketing Strategy

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.

MKT-566

Decision Making Using Marketing Analytics

Applications and models of marketing-related data analyses to the development of data-driven marketing strategies and making data-driven marketing decisions.

MKT-568

Geographic Information Systems Applications in Marketing

Fundamentals of geographic information systems; location analytics and spatial thinking as they relate to data-driven decision-making in marketing strategy and tactics.

MKT-586

Fashion, Luxury and Lifestyle Marketing

Examination of marketing issues and challenges within a variety of business settings in the fashion, luxury goods and lifestyle sectors in the global marketplace.

MKT-589

CMO on Shareholder Value

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.

MKT-593

Independent Research in Marketing

Independent research beyond normal course offerings. Proposal, research and written report/paper required. Graded CR/NC.

MKT-595

Internship in Marketing

Supervised on-the-job business experience in the field of marketing. (Curricular Practical Training.) Graded CR/NC.

MKT-613

Marketing Models in Consumer and Business-to-Business Markets

Modeling research on marketing with a focus on channel structure, franchising and sales force compensation, innovation and diffusion, inter-store competition, sales promotions, and market segmentation. Open to students in the doctoral program in business administration only.

MKT-615

Strategic and Marketing Mix Models

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.

MARSHALL COURSE CATALOGUE

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

Department: Marketing

Marketing

DEGREES + COURSES

UNDERGRADUATE DEGREES

BS Business Administration with Emphasis in Marketing (BMKT)

Marketing Minor

Consumer Behavior Minor

Customer Analytics Minor

GRADUATE DEGREES

MS Marketing (MSMKT)

Graduate Certificate in Marketing

INSIGHT + ANALYSIS

Quoted: Joseph Nunes in Investopedia

Quoted: Larry Vincent on Marketplace

Quoted: Lars Perner in Newsweek

Quoted: Larry Vincent on KCRW-FM (Los Angeles)

Quoted: Wendy Wood in Good Housekeeping

NEWS + EVENTS

Assistant Professor Research Day 2024 Showcases Expertise Among Faculty

USC Marshall Honors Three Professors Through Flagship Teaching Chair Program

Marshall Faculty Publications, Awards, and Honors: October 2024

Marshall Faculty Publications, Awards, and Honors: September 2024

Research: Consumers Are More Tolerant when Algorithms Drive Price Discrimination

FACULTY

FULL-TIME FACULTY

Diane Marie Badame

Eva Buechel

Miriam T. Burgos

Giovanni Luca Cascio Rizzo

PhD STUDENTS

Stephan (Steve) Carney

Maansi Dalmia

Aparna Jayaram

SooHyun Kim

STUDENTS

Marketing Honors Research Seminar

SELECT STUDENT ORGANIZATIONS

Association of Innovative Marketing Consulting

Fashion Industry Association

Marshall Outreach and Volunteer Entrepreneurs @ USC

Trojan Marketing Group

CURRENT COURSES

Stay Connected

Contact Us

Campus Location