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Courses

The following are Marketing (MKTG) Course Descriptions (Information taken from USC Undergraduate Bulletin and from the USC Graduate Bulletin). If a specific professor's syllabus is needed, please e-mail him/her using the information on our faculty list.  Please note that courses are not offered every semester.  Please consult the USC Master Schedule for course availability.

Undergraduate Courses

350 -- Principles of Marketing. (3) (Prereq: ECON 224, ACCT 222) Principles and concepts underlying marketing functions, including the conception, pricing, promotion, and distribution of products and services and the role of marketing in society.  

351 -- Consumer Behavior. (3) (Prereq: MKTG 350) The consumer decision process, with emphasis on consumer decision making, satisfaction/dissatisfaction factors, perception, learning, group influences, and marketing strategy implications.

352 -- Principles of Marketing Research
. (3) (Prereq: MKTG 350, MGSC 291) Investigates the theory and practice of marketing research with emphasis on the problem-oriented nature of marketing research and how research activities are implemented by marketing researchers and used by managers.

451 -- Topics in Marketing
. (3) (Prereq: MKTG 350) Reading and research on selected topics in marketing. Course content varies and will be announced in the schedule of classes by suffix and title.

453 -- Marketing Practicum. (3) (Prereq: MKTG 350, 351, 352 and by permission of instructor)  Students form a working marketing agency and complete a real-world marketing campaign for a client.  Working as a team, they apply marketing theory and concepts to a substantively important marketing problem.

454 -- Business-to-Business Marketing
. (3) (Prereq: MKTG 350) Marketing strategy in marketing to other business and nonprofit organizations, emphasizing relationship building, alliances and partnerships, data interchange, power shifts in the channel and the impact of changing technology.

455 -- Marketing Communications and Strategy
. (3) (Prereq: MKTG 350) Integration of advertising, sales promotion, point-of-purchase communications toward the goals of enhancing brand equity.

457 -- Personal Selling and Sales Management
. (3) (Prereq: MKTG 350) Examines fundamentals of personal selling and sales management and the development of communication and selling skills that yield desired sales results.

458 -- Creative Strategy in Advertising
. {=JOUR 458} (3) (Prereq: JOUR 301L and 368) Formulating creative campaigns and viable strategies, and writing copy for print and broadcast media; basic principles of design.

459 -- Marketing Channels and Distribution
. (3) (Prereq: MKTG 350) Marketing functions and channel flows used to develop distribution strategies that provide effective, efficient, and reliable delivery of products and services to end-user markets.

460 -- Product Management
. (3) (Prereq: MKTG 350) The primary tasks involved in new product development and mature product management, including sales forecasting, competitive analysis, pricing, brand equity management, marketing information systems management, and monitoring customer satisfaction.

461 -- Retailing Management
. (3) (Prereq: MKTG 350) Studies retail institutions, relationships with other channel members, factors influencing patronage patterns, adapting to change in dynamic environments with emphasis on strategy implications for managers in retail organizations.

465 -- Marketing Strategy and Planning
. (3) (Prereq: MKTG 350, 352, and senior standing) Management of marketing organizations and integration of functions, with emphasis on planning and designing strategies and applying tools and techniques for problem solving and decision making. (For marketing majors only.)

GRADUATE COURSES

701 -- Marketing Management. (3) Marketing function with emphasis on the procedures and techniques for analyzing, planning, and implementing marketing strategies and tactics related to product, pricing, communication, and distribution decisions.

702 -- Marketing Research. (3) (Prereq: MKTG 701 or DMSB 716) Research methodology as applied to marketing problems; includes research problem definition, sample design, data collection procedures, valid and reliable measurement, data analysis techniques, and sales forecasting fundamentals.

703 -- Marketing Planning. (3) (Prereq: MKTG 701 or DMSB 716) Tools and techniques for creating marketing plans.

704 -- Consumer Behavior. (3) (Prereq: MKTG 701 or DMSB 716) Concepts, theories, and techniques applicable to obtaining a sophisticated understanding of consumer motives, attitudes, decision-making processes, and satisfaction determinants.

705 -- Marketing Communications. (3) (Prereq: MKTG 701 or DMSB 716) Advertising, sales promotions, marketing-oriented public relations, event and sponsorship marketing, point-of-purchase communications, and other aspects of integrated marketing communications.

706 -- Sales and Sales Management. (3) (Prereq: MKTG 701 or DMSB 716) The role and activities of sales in marketing, including concepts, practices, and procedures of sales force management.

707 -- Product and Branding Policies. (3) (Prereq: MKTG 701 or DMSB 716) Product line and portfolio planning, stage-gate approach to new product development, product launch and product life cycle management, and branding strategies and procedures.

708 -- Customer Relationship Management and Data Mining. (3) (Prereq: MKTG 701 or DMSB 716) Techniques, procedures, and software applications for database marketing, managing customer relations, and mining large databases.

709 -- Internet Marketing. (3) (Prereq: MKTG 701 or DMSB 716) The Internet as both a marketing channel and communication medium, including E-commerce from a marketing perspective.

710 -- Strategic Marketing. (3) (Prereq: MKTG 701 or DMSB 716) An integrative treatment of the role of marketing in strategic problem solving.

712 -- Topics in Marketing Thought and Practice. (3) (Prereq: MKTG 701 or DMSB 716) Readings and research on selected topics in marketing. Course content varies and will be announced in the schedule of classes by suffix and title.

713 -- Managing Customer Satisfaction. (3) (Prereq: MKTG 710 or DMSB 716) This course explores the importance of customer satisfaction in today's marketplace and the challenges of designing and implementing an actual customer satisfaction measurement process.

850 -- Research Methods and Philosophies in Marketing. (3) Doctoral seminar covering research methods and philosophies that underpin knowledge generation in marketing.

851 -- Concepts and Theories in Consumer Research. (3) Doctoral seminar exploring concepts, theories, and research methods relevant to understanding consumer behavior.

852 -- Current Topics in Consumer Research. (3) (Prereq: MKTG 851) Doctoral seminar involving intensive study and criticism of the current consumer research literature.

853 -- Analytic Techniques for Marketing Decision Making. (3) Doctoral seminar investigating contemporary analytic techniques for testing marketing theories.

854 -- Latent Variable Estimation Techniques. (3) Doctoral seminar examining covariance structure methods for developing measures of unobservable constructs and testing structural models.

855 -- Conceptualization in Marketing. (3) (Prereq: permission of department) A directed project for marketing Ph.D. students requiring literature synthesis of a selected topical area and formulation of original concepts and theoretical propositions.

856 -- Empirical Testing of Theoretical Propositions in Marketing (3) (Prereq: permisson of department) A directed project for marketing Ph.D. students requiring an empirical investigation and testing of theoretical propositions.

857 -- Marketing Models. (3) (Prereq: MGSC 792) Doctoral seminar covering advances in marketing science models, including brand choice, product development, media choice, and other models.

858 -- Seminar in Marketing Strategy I. (3) Doctoral seminar investigating emerging paradigms and theory regarding the role of marketing within the firm and the effects of marketing mix variables on consumer behavior and firm performance.

859 -- Seminar in Marketing Strategy II. (3) Theoretical foundations of marketing strategy.