Course syllabus (subject to change)
Marketing research instructions
Peer evaluation form
Email: proserpi@marshall.usc.edu
Office: HOH 332
Office hours: Tuesdays, 1pm - 3pm or email me for an appointment.
Class Hours and Locations
BUAD 307
Lecture/Discussion: 6-7:50pm Tuesday/Thursday, JFF LL 125
MKT 385
Lecture/Discussion: 10-11:50am Tuesday/Thursday, JFF 416
Tentative schedule:
| Type | Date | Topic | |
|---|---|---|---|
| Week 1 | |||
| Lecture | August 21 | Welcome and introduction to the course, overview of the syllabus, overview of marketing (book chapter 1) Slides | |
| Discussion | August 23 | Continuing overview of marketing Slides, Exercises | |
| Week 2 | |||
| Lecture | August 28 | Marketing strategy; social, mobile, and digital marketing; marketing ethics (book chapters 2-4). Slides CH 2, Slides CH 3, Slides CH 4 | |
| Discussion | August 30 | Continuing discussion on marketing strategy. NYT Article | |
| Week 3 (Deadlines: groups should be formed by the end of this week; notify me if you cannot participate in the marketing research studies) | |||
| Lecture | September 4 | Analyzing the marketing environment and consumer behavior (book chapters 5-6). Slides CH 5, Slides CH 6 | |
| Discussion | September 6 | Business to business marketing, Segmentation, Targeting and Positioning, marketing research (book chapters 7,9, 10). Slides CH 7, Slides CH 9, Slides CH 10 | |
| Week 4 | |||
| Lecture | September 11 | Continuing discussion on B2B marketing and STP. Exercises | |
| Discussion | September 13 | Experiential Learning Center (ELC): Marketing In Action. | |
| Week 5 (Deadline: group project proposal due in the discussion session of September 20) | |||
| Lecture | September 18 | Discussion on marketing research. Slides, Airbnb case, dataset | |
| Discussion | September 20 | Discuss group project proposal. | |
| Week 6 | |||
| Lecture | September 25 | Product, branding and packaging decisions; developing new products (book chapters 11-12). Slides CH 11, Slides CH 12 | |
| Discussion | September 27 | Continuing discussion on product, branding and packaging decisions; developing new products. Brandless case, Exercises | |
| Week 7 | |||
| Lecture | October 2 | Guest speaker: Dana Paschetti, Social Media manager at Hush. | |
| Discussion | October 4 | Review of the course in preparation of the midterm. Midterm questions MKT385, Midterm questions BUAD307 | |
| Week 8 | |||
| Lecture | October 9 | Midterm exam. | |
| Discussion | October 11 | Guest speaker: Azita Sayadi, Driver Product Marketing Manager at Uber. | |
| Week 9 | |||
| Lecture | October 16 | Services, the intangible product. Service recovery paradox, example of service recovery, fake reviews (book chapter 13). Slides CH 13 | |
| Discussion | October 18 | Continuing discussion of services. Service exercises | |
| Week 10 | |||
| Lecture | October 23 | Guest speaker: Zach Winston, Data Scientist at eBay. | |
| Discussion | October 25 | No class | |
| Week 11 | |||
| Lecture | October 30 | Pricing concepts for establishing value (book chapter 14). Slides CH 14 part I | |
| Discussion | November 1 | Continuing discussion on pricing. Ethical and societal dilemmas (price discrimination). Slides CH 14 part II, Pricing exercises | |
| Week 12 | |||
| Lecture | November 6 | Supply chain, retailing, and multichannel marketing (book chapters 15-16). CH 15, CH 16 | |
| Discussion | November 8 | Continuing discussion on supply chain and retailing. Cases CH 15 and CH 16 | |
| Week 13 | |||
| Lecture | November 13 | Integrated marketing communications, and advertising (book chapters 17-18). CH 17, CH 18 | |
| Discussion | November 15 | Continuing discussion on IMC and advertising. Discussion Slides | |
| Week 14 | |||
| Lecture | November 20 | Experiential Learning Center (ELC): Washaway Clean in JFF-ELC | |
| Discussion | November 22 | Thanksgiving, no class. | |
| Week 15 (Deadlines: Presentation must be sent to me by midnight of November 28; paper by midnight of November 30) | |||
| Lecture | November 27 | Review of the course in preparation of the final exam. Final exam review | |
| Discussion | November 29 | Group project presentations. | |
| Week 16: FINAL EXAM | |||
| BUAD 307: | December 6, 7-9pm | ||
| MKT 385: | December 11, 8-10am | ||