MS Marketing (MSMKT) - ARCHIVED
MS MARKETING
The Master of Science in Marketing provides students with tools, concepts, frameworks and critical thinking and innovation skills needed for more effective development of marketing strategies critical to the success of local and global businesses.
MSMKT AT A GLANCE
Personalized Curriculum
Build your own path with one-on-one planning with the Program Director to ensure your classes align with your career goals.
Real-World Integration
Work alongside MBA students through case studies, guest speakers, and hands-on projects.
Location Advantage
Immersed in LA’s dynamic media, tech, and lifestyle ecosystems.
Hands-On Learning
Collaborate with companies across industries like tech, healthcare, entertainment, and luxury on real marketing projects.
FACULTY
Diane Badame specializes in the fields of marketing management, customer satisfaction and new product development. She currently serves as the Academic Director of the Master of Science in Marketing Program.
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.
Anthony Dukes studies marketing intermediaries - the businesses that connect marketers to their customers - such as retailers, e-commerce platforms, and commercial content sites. Professor Dukes’ research appears regularly in leading academic journals such as Journal of Marketing Research, Management Science, and Marketing Science. He teaches graduate classes in pricing and in marketing analytics. He is Co-Director (with Danny Sokol) of the Initiative on Digital Competition and senior editor at the journal Marketing Science.
Shantanu Dutta is an expert on strategic marketing, especially in high technology markets. He also studies how firms use distribution, partnerships, and value pricing to build competitive advantage. His research has been published in leading marketing, economics, and management journals including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Quarterly Journal of Economics, Journal of Law and Economics, Journal of Law, Economics and Organization, Management Science, and Strategic Management Journal. He serves on the editorial board of the Journal of Marketing Research and Marketing Science.
Economic implications of AI, Blockchains and other disruptive technologies in Marketing
Professor Ülkümen studies the impact of uncertainty on decision making, and consumer's financial decision making. She is the PhD Program Coordinator for the MArketing Deapetment, and a collaboration fund leader of the Behavioral Science and Policy Initiative. She has been awarded the INFORMS Decision Analysis Society's Best Publication Award and recognized as a MSI Young Scholar. Her research has been published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Management Science, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: General. She currently teaches the Research Forum for the PhD students and the Consumer Behavior course at the Masters, MBA and Undergraduate levels, and previously has taught the Core Marketing course in the Full time MBA program.
NEWS + ANALYSIS
NEWS + EVENTS
How to Talk with Your Hands
New research led by USC Marshall’s Luca Cascio Rizzo reveals that gestures that visually represent what speakers say help audiences perceive them as more competent and persuasive.
Understanding Hidden Interaction Codes that Drive Business Success
A new study from Associate Vice Dean Peer Fiss and a former Marshall PhD students found that “category interaction codes” influence how consumers evaluate, buy, and use products.
The Catalyst Season 2 Ep. 3 — “Marshall Tales: Austin, TX”
In this episode of The Catalyst, Trojan alumnus Scott Henderson joins Assistant Professor Michael Paranal to share his journey from student-athlete and professional baseball player to a standout career in marketing, strategy, and startup innovation.
New Study Explores People's Reluctance to Downplay Moral Transgressions
Research by Professor Ike Silver and co-authors examines why people tend to escalate moral judgments when responding publicly to moral transgressions.
A Q&A with Stephanie Tully on Tariffs and the Consumer Mindset
Associate Professor Stephanie Tully explains how perceptions of economic uncertainty are influencing how consumers spend and save.
Eight Can’t-Miss Marshall Classes for Spring 2025
With registration deadlines right around the corner, Marshall is offering fascinating classes on topics from sports to entertainment to AI in accounting.
INSIGHT + ANALYSIS
Quoted: David Carter in Forbes
Carter explains why Avocados from Mexico shifted their marketing approach from the NFL to college football.
Op-Ed: Giovanni Luca Cascio Rizzo in the Independent
Referencing his research, Rizzo writes how hand gestures give people a visual shortcut to a speaker's meaning.
Op-Ed: Giovanni Luca Cascio Rizzo in The Conversation
Referencing his research, Rizzo writes about how purposeful hand gestures can boost persuasiveness, making the speaker see more clear and competence.
How to Talk with Your Hands
New research led by USC Marshall’s Luca Cascio Rizzo reveals that gestures that visually represent what speakers say help audiences perceive them as more competent and persuasive.
Quoted: Nikhil Malik in Business Insider
Malik’s research shows that employees perceived to be attractive may earn a higher annual salary.
Quoted: Lars Perner in Newsweek
As holiday shopping ramps up, Perner explains the implications and concerns of AI toys from China.
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