Course syllabus (subject to change) ( Note about the syllabus)
Research studies instructions
Peer evaluation form
Project grading rubric
Email: proserpi@usc.edu
Office hours: Mon, 2pm-3:30pm, Tue 12-1:30pm, or email me for an appointment.
Synchronous session hours:
BUAD-307 14802: Monday, 4 pm-6 pm
BUAD-307 14804: Tuesday, 4 pm-6 pm
BUAD-307 14806: Tuesday, 2 pm-4 pm
BUAD-307 14808: Monday, 6 pm-8 pm
BUAD-307 14810: Tuesday, 10 am-12 pm
Tentative schedule:
| Week | Date | Topic | |
|---|---|---|---|
| Week 1 | August 17/18 | Welcome and introduction to the course, overview of the syllabus, overview of marketing and marketing strategy (book chapter 1) Part 1, Part 2 | |
| Week 2 | August 24/25 | Social, mobile, and digital marketing; marketing ethics (book chapters 2-4)
Ch. 2, Ch. 3, Ch. 4
Dicussion and exercises ch 2-4 |
|
| Week 3 (Deadlines: groups formation; notify me if you cannot participate in the marketing research studies) | August 31/September 1 | Analyzing the marketing environment, consumer behavior (book chapters 5,6)
Ch. 5, Ch. 6, Car Sharing Case
Dicussion and exercises ch 5-6 |
|
| Week 4 (September 7 is Labor Day) | September 7/8 | - Work on you project proposal, I will be on Zoom or Remo during discussion times Monday Sept. 7
- On September 8, Experiential Learning Center (ELC): Marketing in Action |
|
| Week 5 (Project proposal due on Sept. 18) | September 14/15 | - Experiential Learning Center (ELC): Marketing in Action on Monday Sept. 14
- Work on you project proposal, I will be around to help/answer questions |
|
| Week 6 | September 21/22 | B2B marketing and STP (book chapters 7,9)
Ch. 7, Ch. 9, Canyon Case
Discussion exercises |
|
| Week 7 | September 28/29 | - Marketing research (book chapter 10) Ch. 10, Data Ethics, Embracing neuroscience
Airbnb case and data - Review of the course in preparation of the midterm during lecture time (slides) |
|
| Week 8 (Midterm) | October 5/6 | - Midterm during lecture time (Monday, Oct. 5, 12-2pm)
- Product, branding and packaging decisions; developing new products (book chapters 11,12) Ch. 11, Ch. 12 Brandless case |
|
| Week 9 | October 12/13 | Services, the intangible product. Service recovery paradox, example of service recovery, fake reviews (book chapter 13)
Ch. 13
Fake reviews case Online reviews case (for discussion), Airbnb reviews , Yelp reviews , TripAdvisor restaurant reviews , TripAdvisor hotel reviews |
|
| Week 10 | October 19/20 | - Guest speaker during lecture time: Geoff Gates, Associate Director, Social and Content for the Lakers
- Pricing concepts for establishing value (book chapter 14) Ch. 14 (part 1), Ch. 14 (part 2) |
|
| Week 11 | October 26/27 | Supply chain and channel management, retailing and multichannel marketing (book chapters 15,16)
Ch. 15, Ch. 16 |
|
| Week 12 | November 2/3 | - Guest speaker during lecture time: Kyle Thompson, Snapchat (Kyle leads the internal Post Production team for the Marketing department)
- Integrated Marketing Communications, advertising (book chapters 17, 18) Ch. 17, Ch. 18, Discussion slides |
|
| Week 13 (Deadlines: Presentation must be sent to me by Nov. 8; paper and peer evals by Nov 14) | November 9/10 | - Review of the course in preparation of the final exam during lecture time
Review Slides
- Group presentations |
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| Week 14 | November 17/24 | Final exam is Friday, November 20, it will be available from 8am to Midnight. Instructions coming soon!
Final exam instructions How to download Respondus |
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