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) Theories and applications of consumer behavior in marketing; psychological, social, cultural and ethnic factors influencing consumer behavior. Prerequisite: GSBA 509 or GSBA 528. |
| 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 | Services Marketing Strategy (3) Analysis and development of sound marketing strategies and an integrated service management plan for service organizations. Examination of best practices among leading service providers. Prerequisite: GSBA 509 or GSBA 528. |
| 533 | Branding Strategy (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 | Retail Strategy (3) Frameworks for analysis of retail strategy and functions of a retail firm including buying, merchandise management, pricing, promotion, and visual merchandising; application of concepts through case studies and student projects. Prerequisite: GSBA 509 or GSBA 528. |
| 535 | Business-to-Business Marketing Management (1.5 or 3) Business-to-business Business-to-business marketing strategies (as opposed to consumer targeted marketing) including product management, pricing, market sizing, and other issues of importance for professional marketers. 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 509 or GSBA 528. |
| 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. |
| 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 | Internet Marketing (3) All aspects of Internet marketing. Internet as a tool for marketing communication, sales and distribution, customer management. Role of paid advertising, search engines, Web site design. Prerequisite: GSBA 509 or GSBA 528. |
| 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. |
| 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 | Marketing Radical Innovation (3) Study and application of new technology to create new business models, products, and services in world economies. Group projects focused on practical applications of concepts. 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.