Dean Geoffrey Garrett
Diversity, Equity and Inclusion
Teaching + Innovation
Experiential Learning Center
Open Expression Statement
BS Business Administration (BUAD)
BS Accounting (ACCT)
World Bachelor in Business (WBB)
BS Business of Cinematic Arts (BCA)
BS Artificial Intelligence for Business (BUAI)
Full-Time MBA (FTMBA)
Executive MBA (EMBA)
Part-Time MBA (MBA.PM)
International MBA (IBEAR)
Online MBA (OMBA)
MS Business Administration (MSBUSAD)
MS Business Analytics (MSBA)
MS Entrepreneurship + Innovation (MSEI)
MS Finance (MSF)
MS Global Supply Chain Management (MSGSCM)
MS Marketing (MSMKT)
MS Social Entrepreneurship (MSSE)
Master of Business for Veterans (MBV)
Master of Management Studies (MMS)
Master of Accounting (MAcc)
Master of Business Taxation (MBT)
Master of Business Taxation for Working Professionals (MBT.WP)
Data Sciences + Operations
Management + Organization
GC in Business Analytics
GC in Financial Analysis + Valuation
GC in Management Studies
GC in Marketing
GC in Optimization + Supply Chain Management
GC in Strategy + Management Consulting
GC in Sustainability + Business
GC in Technology Commercialization
GC in Library and Information Management – Online
Executive Education Redirect
Business Communication (BUCO)
Data Sciences and Operations (DSO)
Finance + Business Economics (FBE)
Leventhal School of Accounting (ACCT)
Lloyd Greif Center for Entrepreneurial Studies (BAEP)
Management and Organization (MOR)
Institutes + Centers
Peter Arkley Institute for Risk Management
Brittingham Social Enterprise Lab
Center for Investment Studies
Initiative on Digital Competition
Randall R. Kendrick Global Supply Chain Institute
Center for Effective Organizations
Lloyd Greif Center for Entrepreneurial Studies
VanEck Digital Assets Initiative
Institute for Outlier Research in Business
Center for Global Innovation
Neely Center for Ethical Leadership and Decision Making
Giving + Support
Alumni Engagement + Resources
The Marketing Department at the USC Marshall School of Business is among the nation’s leading departments for this rapidly evolving discipline.
The Marketing faculty at Marshall are expert researchers and teachers, who specialize in various areas of marketing such as consumer behavior, new product development, digital marketing and analytics, sales, pricing, and marketing policy and regulation. Many are internationally renowned experts who are acknowledged for their research in consumer psychology, marketing analytics, digital marketing, new product development, market response forecasting, and e-commerce.
Whether students are pursuing an undergraduate or graduate degree, the marketing department offers classes to support individuals' diverse interests and goals. From advertising to branding, retailing and sales to digital marketing, our highly experiential coursework enables students to leverage real-world opportunities that help prepare them for dynamic and meaningful careers.
DEGREES + COURSES
BS Business Administration with Emphasis in Marketing (BMKT)
The Bachelor of Science in Business Administration with an emphasis in Marketing provides students with specialized training in marketing strategy, execution, and evaluation. With this degree, students will deepen their understanding of various aspects of marketing such as product development, communication and promotion, consumer insights, ethics and regulation, customer analytics, and data-driven marketing.
For non-business majors, this minor explores the processes that organizations use to identify and serve the needs of customers. This is a business-related minor that will supplement many undergraduate majors.
Consumer Behavior Minor
Learn how consumer decisions, preferences, activities and other behaviors are influenced by factors such as culture, subculture, demographics, conscious and unconscious information processing, knowledge organization, beliefs, interpersonal communication, learning from experience and values.
Customer Analytics Minor
For non-business/accounting majors. This minor draws on empirical methods and applications from fields such as marketing, economics, entrepreneurship, information sciences, international relations, political sciences and sociology to better understand its multidimensional prime constituent - the customer
In-depth and innovative marketing program for those interested in pursuing or enhancing their existing marketing careers.
Graduate Certificate in Marketing
Designed for individuals who want to develop the analytical and technical skills needed to work with today’s complex marketing issues in the support of effective business decision-making.
INSIGHT + ANALYSIS
Don’t Destroy Entrepreneurship With Poorly Designed Antitrust Legislation
DANIEL SOKOL, Carolyn Craig Franklin Chair in Law and affiliated professor of marketing, pens a piece for THE HILL questioning the efficacy of the recently proposed American Innovation and Choice Online Act (AICOA).
Quoted: Lars Perner on Mashable
PERNER, assistant professor of clinical marketing, speaks extensively in a MASHABLE piece looking at how dupes — products that replicate more expensive experiences or products — are the dominate shopping trend of '23 and the role TikTok is playing in their popularity.
Quoted: Gerard Tellis On Super Bowl Advertising Strategy
Thoughts TELLIS, professor of marketing, shared with USC NEWS in 2022 are highlighted in a MENTAL FLOSS piece on the industry's approach to the big game.
Cited: Wendy Wood on USC News
Research by Wood, Provost Professor of Psychology and Business, and co-authors suggests that the spread of misinformation is more directly tied to the structure of social media platforms than user behavior.
Quoted: Robert Kozinets on Yahoo!
Professor Robert Kozinets spells out the burden plaintiffs must address in a dozens of consolidated lawsuits accusing social media platforms of knowingly causing harm for Yahoo! News.
NEWS + EVENTS
2023 USC Marshall Research Fair
Scholars present their latest research on the impacts of new technology — March 10 from 11:30 a.m. – 2:00 p.m. in the USC Hotel Ballroom.
Marshall Faculty Publications, Awards, and Honors: December '22 & January '23
Tommy Talks: Can Consumer-Posted Photos Serve as a Leading Indicator of Restaurant Survival? Evidence from Yelp
Can photos posted by Yelp users predict a restaurant's future success? In this talk Professors Luo and Zhang present the results of their groundbreaking research showing the answer is yes, and discuss why this matters for restaurant owners, business investors, and online platforms.
Photos Can Determine Restaurant Success
USC Marshall research finds that consumer-posted photos can predict restaurant success.
Tommy Talks: Investor Behavior Under Epistemic vs. Aleatory Uncertainty
In this talk Profesor Ülkümen argues that distinct investment strategies are driven by beliefs concerning the fundamental nature of market uncertainty. Investors who view stock market uncertainty as higher in epistemicness (knowability) are more likely to reduce uncertainty by seeking guidance from experts and are more responsive to available information. In contrast, investors who view stock market uncertainty as higher in aleatoriness (randomness) are more likely to reduce uncertainty through diversification.
Diane Badame specializes in the fields of marketing management, customer satisfaction and new product development. She currently serves as the Academic and Program Director of the Master of Science in Marketing Program. Professor Badame received Marshall's Golden Apple Teaching Award in 2010 and 2018. Before joining Marshall, she held senior management positions with major consumer packaged goods and financial services companies. Professor Badame also consults with business organizations in the areas of marketing strategy, new product developments and customer satisfaction.
Eva Buechel is an Assistant Professor of Marketing at the University of Southern California. Her research interests focus on the psychological processes that shape consumer judgments, decisions and behaviors. Specifically, she examines how current experiential states affect cognitions and how these in turn determine consumers’ estimations of utility and value.
Miriam Burgos specializes in multi-cultural marketing, brand management, and sales management. Prior to joining USC, Professor Burgos worked in the consumer packaged goods industry with Procter & Gamble and Colgate Palmolive where she developed expertise in how a multi-national corporation successfully takes a product to market in a global economy from initial concept to branding, and ultimately to consumers' homes and workplaces. She worked in Procter & Gamble's multicultural business development organization (MBDO) and also has experience in marketing strategy, cause-marketing, and small-business marketing plan development.
Kristin Diehl's research focuses on how people anticipate, experience, and remember events that unfold over time. She also studies how consumers search for and use product information, particularly in environments where search costs are low, assortments are large, and recommendation tools may be available.
Marketing Honors Research Seminar
The Honors Research Seminar guides you through the process of writing an honors thesis in marketing and is designed to help you systematically approach an unstructured problem in order to answer your question of choice. The processes and skills the class develops will benefit you in personal problem solving as well as in pursuit of employment or graduate school.The Honors Research Seminar is an opportunity to:- Learn scholarly practices (theory, experimental knowledge, ethics, etc.)- Conduct academic research- Create an intellectual argument- Compose a scholarly research paper
SELECT STUDENT ORGANIZATIONS
AIM Consulting’s mission is to provide innovative marketing consulting services to clients across allindustries. Our members gain real-world experience by working on strategic projects to develop data-driven recommendations for premier brands, startups, and nonprofits. By combining comprehensive professionaldevelopment resources and experience with distinctive clients, AIM Consulting empowers members to thrive in the fields of marketing, consulting, and beyond.
The Fashion Industry Association (“FIA”) is a student organization at the University of Southern California. As the only fashion-focused organization officially recognizedby the USC Marshall School of Business, FIA is dedicated to connecting its members to information about and professional opportunities within the fashion industry. We regularly invite guest speakers from the fashion industry onto campus, host networking events, organize off-campus social field trips, and produce an annual student-run fashion show. FIA’s goal is to exposemembers to the many facets of the fast-paced, ever-changing fashion industry while fostering alike-minded community.
We are a student-run organization dedicated to connectingthe USC community with the local community, as well as to exploring the relationship between business, service, and ethics.
Trojan Marketing Group is a full-service, student-run,pro-bono marketing agency at the University of SouthernCalifornia, crafting story-driven marketing campaigns forbusinesses and nonprofits in Los Angeles and beyond.
USC Marshall School of BusinessDepartment of Marketing701 Exposition Blvd HOH 331Los Angeles, CA 90089-1424
Office: 213-740-5033Fax: 213-740-7828
Department Chair: Antony Dukes | EMAILAdministrative Services Manager: Elizabeth Mathew | EMAILProject Specialist, Financial Affairs: Jennifer Lim | EMAILAdministrative Assistant: Doris Meunier | EMAIL