Department: Marketing

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.

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.

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.

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.

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).

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.

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.

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.

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.

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.

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.

USC Marshall research finds that consumer-posted photos can predict restaurant success.

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.