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).
Ch 13
Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851) |
|
Discussion | October 23 | Discussion of services. Service exercises, Yelp reviews, TripAdvisor reviews, Airbnb reviews | |
Week 10 | |||
Lecture | October 28 | Guest speaker: Michael Tiernay - Marketing Data Science and Engineering Team @ Netflix. Time slot: 4pm - 5pm in Room SGM 101 | |
Discussion | October 30 | Pricing concepts for establishing value (book chapter 14).
Part 1,
Part 2
Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851) | |
Week 11 | |||
Lecture | November 4 | No class | |
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).
Ch. 15,
Ch. 16
Mkt in the News (14846), Mkt in the News (14846), Mkt in the News (14846), Mkt in the News (14848), Mkt in the News (14851) |
|
Discussion | November 13 | Discussion on supply chain and retailing. Pricing exercises, Supply chain cases | |
Week 13 | |||
Lecture | November 18 | Integrated marketing communications, and advertising (book chapters 17-18). CH 17, CH 18 | |
Discussion | November 20 | Guest speaker: Rahul Khanna, Hotstar. Time slot: 5pm - 6pm ( ZHS Building, Room 159 ) | |
Week 14 (Thanksgiving week) | |||
Lecture | November 25 | Discussion on IMC and advertising. IMC Discussion | |
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. Final exam review | |
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 |