BUAD 307 - Marketing fundamentals - Fall 2017

Course syllabus (subject to change)
Marketing research instructions

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
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 (book chapters 11-12).
Discussion September 28 Continuing discussion on product, branding and packaging decisions.
 
Week 7
Lecture October 3 Review of the course in preparation of the midterm.
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).
 
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.
Discussion October 26 Guest Speaker: Giovanni Sgro (CEO Ideal USA)
 
Week 11
Lecture October 31 Pricing concepts for establishing value. Online versus offline competition: The case of Airbnb.com (book chapter 14) .
Discussion November 2 Continue discussion on pricing. Ethical and societal dilemmas (price discrimination).
 
Week 12
Lecture October 31 Supply chain, retailing, and multichannel marketing (book chapters 15-16).
Discussion November 2 Continuing discussion on supply chain and retailing.
 
Week 13
Lecture November 7 Integrated marketing communications, and advertising (book chapters 17-18).
Discussion November 9 Continuing discussion on IMC and advertising.
 
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.
Discussion November 30 Group project presentations.

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