Course syllabus (subject to change)
Research studies instructions
Peer evaluation form
Project grading rubric
Email: proserpi@usc.edu
Office hours: HOH 332, Thurs, 12 pm-2 pm, Tue 4 pm -6 pm, or email me for an appointment.
Synchronous session hours:
BUAD-307 14836 (lecture): Thursday, 2 pm-4 pm
BUAD-307 14842 (discussion): Friday, 10 pm-12 pm ( Group projects, Marketing in the news)
BUAD-307 14843 (discussion): Friday, 12 pm-2 pm ( Group projects, Marketing in the news)
BUAD-307 14844 (discussion): Friday, 2 pm-4 pm ( Group projects, Marketing in the news)
Tentative schedule:
| Week | Date | Topic | |
|---|---|---|---|
| Week 1 | August 26/27 | 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 (Marketing in the news starts) | September 2/3 | 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) | September 9/10 | Analyzing the marketing environment, consumer behavior (book chapters 5,6) Ch. 5, Ch. 6
Experiential Learning Center (ELC): Marketing in Action during discussion slots (September 10) |
|
| Week 4 | September 16/17 | Business to business marketing, Segmentation, Targeting and Positioning (book chapters 7,9)
Ch 7,
Ch 9
Car Sharing Case, Canyon Case, Marriott and Whole Foods |
|
| Week 5 (Project proposal due on Sept. 24) | September 23/24 | Marketing research; Product, branding and packaging decisions (book chapters 10, 11)
Ch 10, Ch 11
Airbnb case, Airbnb dataset |
|
| Week 6 | September 30/ October 1 | - Review of the course in preparation of the midterm during lecture time
- Present group proposals to class |
|
| Week 7 (Midterm) | October 7/8 | - Midterm during lecture time (Thursday, Oct. 7, 2-4pm)
- Developing new products (book chapters 12) Ch 12 Brandless case |
|
| Week 8 | October 14/15 | Fall recess, no class | |
| Week 9 | October 21/22 | Services, the intangible product. Service recovery paradox, example of service recovery, fake reviews (book chapter 13) Ch 13
Online reviews case , Airbnb reviews , Yelp reviews , TripAdvisor restaurant reviews , TripAdvisor hotel reviews Zappos case |
|
| Week 10 | October 28/29 | Pricing concepts for establishing value (book chapter 14)
- Pricing concepts for establishing value (book chapter 14) Ch. 14 (part 1), Ch. 14 (part 2) Pricing exercises, Pricing solutions |
|
| Week 11 | November 4/5 | Supply chain and channel management, retailing and multichannel marketing (book chapters 15,16)
Ch. 15, Ch. 16 Cases chapters 15 and 16, More pricing exercises |
|
| Week 12 | November 11/12 | Integrated Marketing Communications, advertising (book chapters 17, 18)
Ch. 17, Ch. 18 Discussion slides |
|
| Week 13 | November 18/19 | - Guest speaker during lecture time (Nov 18): Tiberio Santomarco, General Manager at Mind the Bridge
- Experiential Learning Center (ELC): Washaway Clean during discussion slots on Nov 19 (Lower level of Fertitta) |
|
| Week 14 | November 25/26 | Thanksgiving, no class | |
| Week 15 (Deadlines: Presentation must be sent to me by Dec. 1; paper and peer evals by Dec 7) | December 2/3 | - Review of the course in preparation of the final during lecture time (Dec 2)
- Group presentations during discussion slots (Dec 3). Examples: Gillette, Netflix, Global Blue |
|
| Final exam: Thursday December 9 at 2pm in JFF LL105 | |||