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Gerard J Tellis

  • Jerry and Nancy Neely Chair in American Enterprise
  • Director of the Center for Global Innovation

Gerard J Tellis (PhD Michigan) is Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research in Marketing, Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in innovation, advertising, social media, new product growth, and global market entry. He has published 7 books and over 200 papers (http://www.gtellis.net ) that have won over 30,000 citations in Google Scholar. His publications have won over 25 awards. He is Past-President ISMS and was an Associate Editor of Marketing Science and Journal of Marketing Research.

Gerard J Tellis
Press Inquiries: COMMUNICATIONS@MARSHALL.USC.EDU

Areas of Expertise

Advertising
Artificial Intelligence (AI)
Creativity
Crowdfunding
Crowdsourcing
Innovation
Machine Learning
New Product Launches
Social Media
Viral Ads

Departments

Marketing

Centers + Institutes

Center for Global Innovation
Institute for Outlier Research in Business

INSIGHT + ANALYSIS

The latest interviews, quotes, citations, and research in the media.

NEWS + EVENTS

RESEARCH + PUBLICATIONS

COURSES

Fall 2025
  • MKT-426
    Analytics for Advertising and Social Media Campaigns
    Application of theories and analytics to evaluate and optimize advertising campaigns across traditional and social media. Focus on data-driven strategies, resource allocation and performance assessment.
  • MKT-526
    Advertising and Social Media: Strategy and Analytics
    Effective advertising in an era of social media including strategy and analytics for crafting ad messages, testing ads, budgeting and media scheduling.
  • MKT-615
    Strategic and Marketing Mix Models
    Modeling research o marketing with a focus on discrete choice models, consideration set models, purchase timing models, accounting for consumer heterogeneity, Baysian models, dynamic models of consumer choice, market entry effects, product quality, advertising and carry over effects, price, and promotion. Open to students in the doctoral program in business administration only.
Fall 2023
  • MKT-428
    Social Media Strategy for Business
    Examine the use of social media for business across industries. Understand theories and frameworks for strategic content creation and posting as technology and platforms evolve.
  • MKT-526
    Advertising and Social Media: Strategy and Analytics
    Effective advertising in an era of social media including strategy and analytics for crafting ad messages, testing ads, budgeting and media scheduling.
  • MKT-615
    Strategic and Marketing Mix Models
    Modeling research o marketing with a focus on discrete choice models, consideration set models, purchase timing models, accounting for consumer heterogeneity, Baysian models, dynamic models of consumer choice, market entry effects, product quality, advertising and carry over effects, price, and promotion. Open to students in the doctoral program in business administration only.