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
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
Randall R. Kendrick Global Supply Chain Institute
Peter Arkley Institute for Risk Management
VanEck Digital Assets Initiative
Institute for Outlier Research in Business
Lloyd Greif Center for Entrepreneurial Studies
USC Marshall Venture Fund
Brittingham Social Enterprise Lab
Neely Center for Ethical Leadership and Decision Making
Center for Effective Organizations
Center for Global Innovation
Center for Investment Studies
Initiative on Digital Competition
Giving + Support
Alumni Engagement + Resources
Marketing: Faculty and Research
I cannot imagine a more exciting time to be interested in marketing. Marketing has always been about creating and delivering value for customers. But now consumers and businesses are connected in more ways than ever before. And the continual growth of customer data means more opportunities to learn new insights, to reach new and specialized markets, and to discover new opportunities for value creation. Our marketing faculty operate on the cutting-edge of the discipline. Many of our professors are scholars who conduct research that expands the understanding of the practice, while others come with a wealth of practical marketing experience. So, whether you are interested in consumer psychology, analyzing markets and customer data, or developing marketing strategies, we have the expertise and intellectual resources to guide you on a fulfilling professional career.
— Anthony Dukes, Department Chair, Robert E. Brooker Chair in Marketing, and Professor of Marketing
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 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 was a project manager in Procter & Gamble's multicultural business development organization 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.
Robert V. Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations at USC Annenberg, a position he shares with the USC Marshall School of Business. Previously, he has been a marketing professor at Northwestern University’s Kellogg School of Management, the University of Wisconsin-Madison’s Wisconsin School of Business, and York University’s Schulich School of Business. He has been widely recognized as an educator, winning the coveted Sidney Levy Teaching Award at the Kellogg School and the Seymour Schulich Teaching Award in Canada. He has also taught courses and classes in Sydney, Istanbul, Rio de Janeiro, Dublin, Bergen (Norway), Glasgow, Paris, Geneva, Auckland, and Tokyo.
Norbert Schwarz is an expert in consumer judgment and decision making. He investigates how subtle contextual influences shape how we make sense of the world, with downstream consequences for consumer behavior, health behavior, and political preferences. Schwarz has been elected to the American Academy of Arts and Sciences, the German National Academy of Science, and the Academia Europaea (pan-European academy of arts and sciences). He serves on the editorial boards of leading journals in marketing, psychology, and the social sciences. Prior to joining USC he was the Charles Horton Cooley Collegiate Professor of psychology, business, and social research at the University of Michigan.
D. Daniel Sokol focuses address the interface of law and business interface across a number of dimensions: antitrust, data breaches, corporate governance, compliance, innovation, M&A, technological transformation, and platforms. He is among the top 10 most cited antitrust law professors in the past five years. He has edited 10 books and his articles have appeared in a variety of journals: Strategic Management Journal, Journal of Law and Economics, Harvard Business Review, Sloan Management Review, and various law and economics journals.
My research addresses how we form and change our habits, along with the ways we explain habitual behaviors.
Part-Time + Adjunct Faculty
Gene Del Vecchio is an adjunct professor of marketing with emphasis in consumer behavior, research, youth marketing and entertainment. He conducted roughly a thousand research studies in his consulting practice that provided strategic and tactical marketing direction for industry giants across film, television, packaged goods, toy, and technology industries. He has written four business books and two novels. For many years Del Vecchio was the SVP, Director of Planning & Research at advertising giant Ogilvy & Mather in Los Angeles where he led strategic and research efforts on a variety of businesses. He began his career at General Mills.
Elena Hansen is a social media marketing expert and has worked with high profile brands and public figures to establish their unique position online. Elena founded SWIM Social, a full service social media agency, in 2015 and has since grown a highly skilled team and global client base. She relates her marketing approach to water - fluid and always evolving - and is passionate about using social media as a tool for connection and cultural impact. Elena’s goal is to empower students to harness their inherent knowledge of social media platforms and apply a strategic approach that will be valuable in any conversation and career path.
Amy Luca is Adjunct Professor of Digital Marketing at the USC Marshall School of Business EMBA Programs. She is a graduate of the Marshall School of Business Global EMBA Program (GEMBA), Class IV 2007-2009.
Steve W. Martin is the author of seven of books on enterprise sales strategies and thirty-five Harvard Business Review articles.
James Ellis was appointed Dean of the Marshall School of Business in 2007. Previously, he served as the University's Vice Provost for Globalization, Marshall's Vice Dean for External Relations, and Marshall's Associate Dean for the Undergraduate Program. As an instructor, he has been named professor of the year by many organizations and in 2003 received Marshall's Golden Apple Award and Teaching Has No Boundaries Award. Professor Ellis continues to teach Marshall's invitation-only Freshman Leadership Colloquium each fall. Dean Ellis serves on boards at the Capital Group and Mercury Insurance as well as a number of non-profit boards.
Valerie Folkes studies consumers' responses to negative information and attributions for service and product performance. Her research has been widely published, including in the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Marketing. She serves on the editorial review board of the Journal of Consumer Research, the Journal of Consumer Psychology and Journal of Marketing. She is an Associate Editor for the Journal of Consumer Research and was an Area Editor for the Journal of Consumer Psychology. Professor Folkes served as president of the Association for Consumer Research in 2001, and is a Fellow of the Consumer Psychology Division of the American Psychological Association
Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Emerita Professor of the Marshall School of Business at the University of Southern California.
RESEARCH + PUBLICATIONS
The marketing faculty in USC Marshall is dedicated to discovering new knowledge for our discipline through rigorous peer-reviewed research. We publish academic articles that yield meaningful implications for managerial practice, public policy, and scientific discovery. Members of our faculty are sought-out thought leaders in every arena of marketing and hold prestigious editorial positions at the field’s leading journals.
Consumers lose more weight when they log their food consumption more consistently, yet they face challenges in doing so. We investigate how the modality of food logging—whether people record what they eat by taking photos versus writing text—affects their anticipated and actual logging experience and behavior. We find that consumers are more likely to adopt and anticipate better experiences with photo-based food logging tools over text-based tools. However, in a weeklong field study, these expectations reveal themselves to be inaccurate; once participants start logging, they find taking photos (versus writing text) to be more difficult, log less of what they eat, and are less likely to continue using the logging tool. These findings contribute to existing research on how people track goal progress, as well as persistence with and dis-adoption of products. Moreover, our findings provide insights into what might increase the use of products that encourage healthy eating.
See openings and apply HERE.