Course syllabus (subject to change)
Research studies instructions
Peer evaluation form
Project grading rubric
Email: proserpi@usc.edu
Office hours: HOH 332, Wed, 2-6 pm, or email me for an appointment.
BUAD-307 14812 (lecture): Wednesday, 12 pm-2 pm, Edison
BUAD-307 14814 (discussion): Friday, 10 pm-12 pm, JFF 316 ( Project groups, Marketing in the news)
BUAD-307 14820 (discussion): Friday, 12 pm-2 pm, JFF 316 ( Project groups, Marketing in the news)
BUAD-307 14822 (discussion): Friday, 2 pm-4 pm, JFF 316 ( Project groups, Marketing in the news)
Tentative schedule:
| Week | Date | Topic | |
|---|---|---|---|
| Week 1 | August 24/26 | - 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) | Agugust 31/September 2 | - Marketing strategy and plan; 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 7/9 | - Analyzing the marketing environment, consumer behavior (book chapters 5, 6)
Ch. 5, Ch. 6
- Experiential Learning Center (ELC): Marketing in Action during discussion slots on September 9 (lower level of Fertitta) |
|
| Week 4 | September 14/16 | - 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 (Deadlines: project proposal due on Sept. 23) | September 21/23 | - Marketing research; Product, branding and packaging decisions (book chapters 10, 11)
Ch 10, Ch 11
Airbnb case, Airbnb dataset |
|
| Week 6 | September 28/30 | - Review of the course in preparation of the midterm during lecture time
- Present group proposals to class |
|
| Week 7 (Midterm) | October 5/7 | - Midterm during lecture time (Wednesday, Oct. 5, Noon - 2 pm)
- Developing new products (book chapter 12) Ch 12 Brandless case |
|
| Week 8 | October 12/14 | - Fall recess, no class | |
| Week 9 | October 19/21 | - 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 26/28 | - Pricing concepts for establishing value (book chapter 14) Ch. 14 (part 1), Ch. 14 (part 2) | |
| Week 11 | November 2/4 | - Supply chain and channel management, retailing and multichannel marketing (book chapters 15, 16)
Ch. 15, Ch. 16 Pricing exercises, Pricing exercises solutions, More pricing exercises, Cases chapters 15 and 16 |
|
| Week 12 | November 9/11 | - Integrated Marketing Communications, advertising (book chapters 17, 18)
Ch. 17, Ch. 18 Discussion slides |
|
| Week 13 | November 16/18 | - Guest speaker during lecture time: Andrea Chirolli (Nov 16)
- Experiential Learning Center (ELC): Washaway Clean during discussion slots on Nov 19 (Lower level of Fertitta) |
|
| Week 14 | November 23/25 | - Thanksgiving, no class | |
| Week 15 (Deadlines: Presentation must be sent to me by Dec. 1; paper and peer evals by Dec 6) | November 30/December 2 | - Review of the course in preparation of the final during lecture time (Nov 30)
- Group presentations during discussion slots (Dec 2). Review slides |
|
| Final exam: Friday, December 9 at 11 am | |||