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
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
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.
Areas of Expertise
NEWS + EVENTS
USC Marshall announced a number of awards to faculty and staff in an end-of-semester virtual ceremony.
RESEARCH + PUBLICATIONS
Indra Reinbergs recommended you as a writer who has worked on Core Curriculum materials for Harvard Business Publishing (HBP). To complement our readings in Marketing, we are currently developing an online “test bank” of questions that faculty can use to create quizzes and tests based on Core Curriculum materials.
We need experienced writers to develop these questions for us and hope that you will consider this opportunity. If you are interested, we would ask that you provide a total of 30-35 questions for each reading based on our specific guidelines (attached), which reflect the functionality of our online platform. You may adapt or reuse the 5-10 existing Review Questions developed with the Teaching Note. Approximately 25 of the Test Bank questions should be in a short true/false or multiple choice format that can be automatically graded by an online computer platform. The language of these questions should reflect the comprehension level of undergraduate students in business programs. The remaining questions should be slightly longer short answer (open-ended), directed at a first-year (required course) MBA student level (application of concepts and frameworks).
John T. Gourville is first author and I developed all 35 test bank questions with answers accepted in December 2015.
Sunil Gupta is first author and I developed all 35 test bank questions with answers accepted in December 2015.
Robert J. Dolan and John T. Gourville is first author and I developed all 35 test bank questions with answers accepted in December 2015.
Jill J. Avery and Sunil Gupta are first authors and I developed all 35 test bank questions with answers accepted in December 2015.
Core Curriculum Readings in Marketing cover the fundamental concepts, theories, and frameworks that business students must study.
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides consumers with the answer to the all-important question, "Why should I buy?" The Reading discusses how to craft a brand's value proposition for competitive advantage, through analysis and synthesis of consumer, company, and competitive factors. It highlights the types of brand positions that companies can stake out in the minds of consumers, providing insight into the many creative ways brands can be differentiated from one another. It provides guidance for defending a market position through illumination of the competitive dynamics of brand positioning. Finally, it presents the challenges associated with repositioning brands and the tension that exists between maintaining consistency in a brand's meaning and adjusting to changing consumer preferences.
This Reading features an Interactive Illustration that demonstrates a technique for visualizing consumers' mental landscapes: "Perceptual Map of Watch Brands." It also contains links to 3 video clips: "Hiring Milkshakes for Breakfast," which describes how consumers "hire" a product or service to meet a specific need, and 2 TV commercials: "1984," for the Apple Macintosh computer, and "No Cages," for the Harley-Davidson "Build Your Freedom" custom motorcycle program. All Core Curriculum Readings include a Teaching Note, Review Questions, and exhibit slides.
I was co-author with Jill J. Avery and Sunil Gupta.
This includes the Teaching Note and Review Questions for Core Curriculum Reading.