BUAD 307 - Fall 2019

Course syllabus (subject to change)
Marketing research instructions
Peer evaluation form

Email: proserpi@marshall.usc.edu
Office: HOH 332
Office hours: Mon/Thurs, 1pm - 3:30pm or email me for an appointment.

Class Hours and Locations
Section 14851: Lecture/Discussion: 10-11:50am Monday/Wednesday, JFF 316
Section 14846: Lecture/Discussion: 4-5:50pm Monday/Wednesday, JFF 322
Section 14848: Lecture/Discussion: 6-7:50pm Monday/Wednesday, JFF 322

Tentative schedule:

Week Type Date Topic
 
Week 1
Lecture August 26 Welcome and introduction to the course, overview of the syllabus, overview of marketing (book chapter 1). Part 1, Part 2
 
Discussion August 28 Marketing strategy; social, mobile, and digital marketing; marketing ethics (book chapters 2-4). Ch 2, Ch 3, Ch 4
 
Week 2
Lecture September 2 Holiday - Labor day
 
Discussion September 4 Experiential Learning Center (ELC): Marketing in Action.
 
Week 3 (Marketing in the News begins)
Lecture September 9 Discussion on marketing plan and strategy: Exercises, Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851)
 
Discussion September 11 Discussion on social, mobile and digital marketing Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851)
 
Week 4 (Deadlines: groups formation; notify me if you cannot participate in the marketing research studies)
Lecture September 16 Analyzing the marketing environment and consumer behavior (book chapters 5-6). Ch 5, Ch 6, Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851)
 
Discussion September 18 Business to business marketing, Segmentation, Targeting and Positioning, marketing research (book chapters 7,9, 10). Ch 7, Ch 9, Ch 10, Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851)
 
Week 5
Lecture September 23 Discussion on B2B marketing and STP. Exercises, Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851)
 
Discussion September 25 Discussion on marketing research. Slides, Airbnb case, dataset, Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851)
 
Week 6
Lecture September 30 Continue Airbnb case
 
Discussion October 2 Product, branding and packaging decisions; developing new products (book chapters 11-12). Ch 11, Ch 12, Brandless case, Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851)
 
Week 7 (Deadline: group project proposal due in the discussion session of October 7)
Lecture October 7 Discuss Proposals Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851)
 
Discussion October 9 Review of the course in preparation of the midterm. Midterm review
Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851)
Mkt in the News (14846), Mkt in the News (14851)
 
Week 8 (Fall Recess)
Lecture October 14 Midterm exam.
 
Discussion October 16 (No class)
 
Week 9
Lecture October 21 Services, the intangible product. Service recovery paradox, example of service recovery, fake reviews (book chapter 13).
 
Discussion October 23 Discussion of services.
 
Week 10
Lecture October 28 Guest speaker: Zoe McKiness - Director Marketing Data Science and Engineering @ Netflix. Time slot: 5pm - 6pm
 
Discussion October 30 Pricing concepts for establishing value (book chapter 14).
 
Week 11
Lecture November 4 Discussion on pricing. Ethical and societal dilemmas (price discrimination).
 
Discussion November 6 Experiential Learning Center (ELC): Washaway Clean in JFF-ELC.
 
Week 12
Lecture November 11 Supply chain, retailing, and multichannel marketing (book chapters 15-16).
 
Discussion November 13 Discussion on supply chain and retailing.
 
Week 13
Lecture November 18 Integrated marketing communications, and advertising (book chapters 17-18).
 
Discussion November 20 Guest speaker: Rahul Khanna - Global Head, Marketing Negotiations @ Uber. Time slot: 4pm - 5pm
 
Week 14 (Thanksgiving week)
Lecture November 25 Discussion on IMC and advertising.
 
Discussion November 27 Thanksgiving, no class.
 
Week 15 (Deadlines: Presentation must be sent to me by Dec 3; paper by Dec 10)
Lecture December 2 Review of the course in preparation of the final exam.
 
Discussion December 4 Group project presentations.
 
Exam week (December 11-18): FINAL EXAM Section 14851: December 16, 8am - 10am JFF 316
Section 14846: December 11, 4:30pm - 6:30pm JFF 322
Section 14848: December 11, 7pm - 9pm JFF 322

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