Marketing (MKT) Course Descriptions
The number in parentheses ( ) following each course number refers to the number of units the course is worth.
| 512 | Customer Insights and Analysis (3) Use of marketing research techniques and technologies such as databases and statistical tools to collect, analyze and act upon customer information. |
| 525 | Consumer Behavior (3) Analyze theories of consumer behavior and their relevance to the modern marketplace; examine psychological, social, and cultural factors influencing consumers across contexts. |
| 526 | Advertising and Social Media: Strategy and Analytics (3) Effective advertising in an era of social media including strategy and analytics for crafting ad messages, testing ads, budgeting and media scheduling. |
| 528 | Sales Management: The Art and Science of Sales (3) 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. Prerequisite: GSBA 509 or GSBA 528. |
| 530 | New Product Development (3) 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. Prerequisite: GSBA 509 or GSBA 528. |
| 531 | Marketing of Services and Experiences (3) Develop strong marketing for services and experiences and examine best practices among reputable organizations that offer memorable services and experiences for consumers. Prerequisite: GSBA 509 or GSBA 528. |
| 533 | Branding Strategy Management (1.5 or 3) Comprehensive treatment of the behavioral foundations of brands and brand development. Exploration of alternative branding strategies and marketing tools for brand development. Prerequisite: GSBA 509 or GSBA 528. |
| 534 | Omnichannel Retail Strategy (3) Examine the marketing strategies of various retail companies, including buying, merchandise management, pricing, promotion, and visual merchandising. Prerequisite: GSBA 509 or GSBA 528. |
| 535 | Business-to-Business Marketing (1.5 or 3) Analyze, discuss, and develop marketing strategies in various business-to-business (B2B) contexts across industries. Prerequisite: GSBA 509 or GSBA 528. |
| 536 | Pricing Strategies (3) Introduction to the fundamentals of pricing and pricing strategy. Develop a conceptual framework and a set of analytical tools used to make sound pricing decisions. |
| 543 | Market Demand and Sales Forecasting (3) New product concept testing and life cycle forecasting, pricing and advertising response forecasting, consumer purchase intentions, judgmental marketing decision models, time series and regression analysis, computer methods. Prerequisite: GSBA 506B or GSBA 509 or GSBA 524 or GSBA 528 or GSBA 545 or GSBA 546. |
| 546 | Digital Marketing (1.0) Marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital media. Prerequisite: GSBA 509 or GSBA 528 or GSBA 546. Duplicates credit in MKT 556. |
| 551 | From Strategy to Execution: User Experience (UX) and Design (3) Explores the dynamic relationship between user experience (UX) and marketing strategy. Students utilize UX design principles to address product and marketing challenges. |
| 555 | Marketing Channels (1.5 or 3) Examination of strategic decision making in marketing channels with emphasis on the structure and management of channels. Intensity in distribution, vertical integration, how roles in the channel are formulated, types of intermediaries and multiple channels of distribution. Prerequisite: GSBA 509 or GSBA 528. |
| 556 | Digital Marketing Strategy (3) Develop strategy for digital marketing using existing and emerging tools and technologies; analyze various tactics, including search, display, video, social media, e-commerce, and influencers. Prerequisite: GSBA 506b or GSBA 509 or GSBA 524 or GSBA 528 or GSBA 545 or GSBA 546. |
| 560 | Marketing Strategy (3) 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. Prerequisite: GSBA 509 or GSBA 528. |
| 561 | Strategic Marketing In The Creative Industries (3) Effective marketing strategies for managers in industries that provide artistic, cultural and/or entertainment value to consumers. |
| 565 | Global Marketing (3) Variations in markets and trade patterns around the globe; product development and adaptation, pricing, promotion, and distribution issues across national cultures and international markets. Prerequisite: GSBA 509 or GSBA 528. |
| 566 | Decision Making Using Marketing Analytics (3) Applications and models of marketing-related data analyses to the development of data-driven marketing strategies and making data-driven marketing decisions. |
| 567 | Marketing Metrics for Business Decisions (3) Application, development, interpretation and implementation (in Excel and Tableau) of marketing metrics using case studies, data, and practitioner talks. |
| 568 | Geographic Information Systems Applications in Marketing (3) Fundamentals of geographic information systems; location analytics and spatial thinking as they relate to data-driven decision-making in marketing strategy and tactics. Prerequisite: GSBA 506b or GSBA 509 or GSBA 524 or GSBA 528 or GSBA 545 or GSBA 546. |
| 580 | Fostering Creativity (1.5 or 3) An exploration of skills and practices (e.g., getting out of one's comfort zone, discovering one's inner-critic) necessary to develop and cultivate one's personal creativity. |
| 585 | The Marketing of Innovation (3) Develop marketing strategies for innovative products and brands, including new technologies and markets. Prerequisite: GSBA 509 or GSBA 528. |
| 586 | Fashion, Luxury and Lifestyle Marketing (3) Examination of marketing issues and challenges within a variety of business settings in the fashion, luxury goods and lifestyle sectors in the global marketplace. Prerequisite: GSBA 509 or GSBA 528. |
| 589 | CMO on Shareholder Value (1.5) 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. Prerequisite: GSBA 509 or GSBA 528. |
| 592 | Field Research in Marketing (.5-4, repeatable subject to approval of student's program director) Individual or team projects studying the business practices of an industry, company, government agency, country, geographic region, etc. Proposal, data collection, analyses, and written report. Recommended preparation: completion of required MBA, MSMKT, MAcc, or MBT. course work. Visit the Independent Study page of this site for instructions and the application. Graded CR/NC. |
| 593 | Independent Research in Marketing (.5-4 repeatable subject to approval of student's program director) Individual research beyond normal course offerings. Proposal, research and written report/paper required. Recommended preparation: completion of required MBA, MSMKT, MAcc, or MBT course work. Visit the Independent Study page of this site for instructions and the application. Graded CR/NC. |
| 595 | Internship in Marketing (.5-2 repeatable; units credited toward degree usually limited to 1) Supervised on-the-job business experience in the field of Marketing. (Curricular Practical Training) Recommended preparation: completion of required MBA, MSMKT, MAcc, or MBT course work. Visit the Independent Study page of this site for instructions and the application. Graded CR/NC. |
| 596 | Research Practicum in Marketing (.5-2 repeatable subject to approval of student's program director) Hands-on practical experience working with a Marshall faculty member from the Marketing department on an ongoing research project. Recommended preparation: completion of required MBA, MSMKT, MAcc, or MBT course work. Visit the Independent Study page of this site for instructions and the application. Graded CR/NC. |
| 597 | Consulting Project in Marketing (.5-5 repeatable subject to approval of student's program director) Individual or team projects solving real business problems for an existing business entity, domestic and/or international. Proposal, field research, analyses and oral and written presentations. Recommended preparation: completion of required MBA, MSMKT, MAcc, or MBT course work. Visit the Independent Study page of this site for instructions and the application. Graded CR/NC. |
| 598 | Special Topics (1, 1.5, 2, or 3, max 9) Current trends, recent developments, and emerging topics in marketing. Graded CR/NC. Prerequisite: GSBA 509 or GSBA 528. Graded CR/NC. |
| 599 | Special Topics (1, 1.5, 2, or 3, max 9) Examination of current literature and emerging and timely topics in marketing, social marketing, consumerism, macromarketing, marketing of individuals, organizations, and ideas. Prerequisite: GSBA 509 or GSBA 528. Letter graded. |
Not all courses are offered every semester. To view class schedules, please visit the USC Schedule of Classes at www.usc.edu/soc.