BUAD 307 - Marketing fundamentals - Fall 2017

Course syllabus (subject to change)
Marketing research instructions
Peer evaluation form

Email: proserpi@marshall.usc.edu
Office: HOH 332
Office hours: Mondays, 9am - 12pm or email me for an appointment.

Class Hours and Locations
Session 14846R
Lecture/Discussion: 4-6:50pm Tuesday/Thursday, JFF 322
Session 14848R
Lecture/Discussion: 6-7:50pm Tuesday/Thursday, JFF 322
Session 14850R-WBB
Lecture/Discussion: 10-11:50pm Tuesday/Thursday, JFF 414

Tentative schedule:

Type Date Topic
Week 1
Lecture August 22 Welcome and introduction to the course, overview of the syllabus, overview of marketing (book chapter 1) - SLIDES
Discussion August 24 Continuing overview of marketing SLIDES
 
Week 2
Lecture August 29 Marketing strategy; social, mobile, and digital marketing; marketing ethics (book chapters 2-4). CH2 - CH3 - CH4
Discussion August 31 Continuing discussion on marketing strategy. Disney marketing plan exercise
 
Week 3 (Deadlines: groups should be formed by the end of this week; notify me if you cannot participate in the marketing research studies)
Lecture September 5 Experiential Learning Center (ELC): Marketing In Action. WBB in JKP 301, 14846/48R in JFF-ELC (Note change of classroom)
Discussion September 7 Analyzing the marketing environment and consumer behavior (book chapters 5-6). CH5 - CH6
 
Week 4
Lecture September 14 Business to business marketing and Segmentation, Targeting and Positioning (book chapters 7,9). CH7 - CH9 - Ccanyon and Marriott cases
Discussion September 24 Continuing discussion on B2B marketing and STP.
 
Week 5 (Deadline: group project proposal due in the discussion session of September 21)
Lecture September 19 Marketing research (book chapter 10). CH10 - Airbnb case slides - Airbnb case - Airbnb case dataset
Discussion September 21 Discuss group project proposal.
 
Week 6
Lecture September 26 Product, branding and packaging decisions; developing new products (book chapters 11-12). CH11 - CH12
Discussion September 28 Continuing discussion on product, branding and packaging decisions; developing new products. Brandless case - Hush case
 
Week 7
Lecture October 3 Review of the course in preparation of the midterm. Midterm review
Discussion October 5 Group project preparation and discussion (you will have time to meet with your group during the discussion session today).
 
Week 8
Lecture October 10 Midterm exam.
Discussion October 12 Services, the intangible product. Service recovery paradox, example of service recovery, fake reviews (book chapter 13). CH13
 
Week 9
Lecture October 17 Experiential Learning Center (ELC): Washaway Clean. WBB in JKP 301, 14846/48R in JFF-ELC (Note change of classroom)
Discussion October 19 Guest Speaker: Shy Sayadi (Nest).
 
Week 10
Lecture October 24 Continue discussion of services. CH13 discussion slides
Discussion October 26 Guest Speaker: Giovanni Sgro (CEO Ideal USA)
 
Week 11
Lecture October 31 Pricing concepts for establishing value. (book chapter 14). CH14 CH14-discussion CH14 Exercises
Discussion November 2 Continue discussion on pricing. Ethical and societal dilemmas (price discrimination).
 
Week 12
Lecture November 7 Supply chain, retailing, and multichannel marketing (book chapters 15-16). CH15 - CH16
Discussion November 9 Continuing discussion on supply chain and retailing. Cases CH15 and C16
 
Week 13
Lecture November 14 Integrated marketing communications, and advertising (book chapters 17-18). CH17 - CH18
Discussion November 16 Continuing discussion on IMC and advertising. Discussion Slides - Exercise on IMC
 
Week 14
Thanksgiving, no class!
 
Week 15 (Deadlines: Presentation must be sent to me by midnight of November 29; paper by midnight of November 30)
Lecture November 28 Review of the course in preparation of the final exam. Review slides
Discussion November 30 Group project presentations.
 
FINAL EXAM
Section 14846: December 7, 4:30pm - 6:30pm JFF 322
Section 14848: December 7, 7pm - 9pm JFF 322
Section 14850: December 12, 8am - 10am JFF 233

[Return to home page]