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Marketing Concentrations

Marketing is an exciting, dynamic, and diverse discipline that serves a wide variety of functions within an organization. Marketing's core function involves strategic analyses of consumers, the competition and the environment in order to provide product offerings that are relevant, appealing and profitable. A concentration in marketing affords students opportunities to pursue careers in the three broad areas described below. For additional information on marketing and marketing careers, access the American Marketing Association website at www.marketingpower.com.

  • Marketing faculty profiles are available at www.marshall.usc.edu/faculty/marketing/faculty.  
  • For information about Marshall graduate priority registration and future schedules of Marshall graduate electives, got to www.marshall.usc.edu/registrationpolicies and select from the list on the left side of the screen, Marshall Graduate Student Resources, then Graduate Electives Planning Matrix.
  • For information about tuition and fees and University-wide registration schedules and class offerings visit the USC Schedule of Classes at http://www.usc.edu/soc.

Product Innovation and Brand Management
Business Development & B-to-B Marketing
Marketing Strategy and Analytics


Product Innovation and Brand Management

This concentration provides the tools that managers need to develop, introduce and manage both new and existing product lines and individual brands so in order to meet the ever-changing needs of consumers and develop, maintain and enhance a brand's equity, and build sales and market share.

Common job titles relevant to this concentration include: product manager, new product manager, brand manager, project manager, program manager, and product line manager. These jobs are historically most common in consumer packaged goods companies, but have robustly emerged in other industries such as financial services, automotive, health care, high tech, biotech, fast food, retail, entertainment, hospitality, sporting manufacturers and organizations, and the legal profession. A useful description of jobs relevant to this sub-concentration can be found at http://www.careers-in-marketing.com/pm.htm.

Relevant courses (select 4):
MKT-512 Marketing and Consumer Research
MKT-525 Consumer Behavior
MKT-526 Advertising and Promotion Strategy
MKT-530 New Product Development
MKT-533 Branding Strategy
MKT-534 Retail Strategy
MKT-536 Pricing Strategies
MKT-543 Market Demand and Sales Forecasting
MKT-556 Internet Marketing
MKT-560 Marketing Strategy and Policy
MKT-565 Global Marketing
MKT-580 Strategies for Fostering Creativity in Business

Faculty Advisors
      Diane Badame badame@marshall.usc.edu
      Dennis Rook dennis.rook@marshall.usc.edu
 

Business Development & B-to-B Marketing

The differentiating feature of this concentration is the managerial focus on relationships with and sales to institutions rather than individual consumers. Even a classic CPG company such as Nabisco has billions in sales that derive from governmental, health care, educational, military, law enforcement and other institutional customers.

Common job titles relevant to this sub-concentration are sales manager, account manager, fleet sales manager, marketing channel manager, retail manager, marketing relationship manager, business development manager.

Relevant Courses (select 4):
MKT-512 Marketing and Consumer Research
MKT-525 Consumer Behavior
MKT-528 Sales Management: The Art and Science of Sales
MKT-534 Retail Strategy
MKT-543 Market Demand and Sales Forecasting
MKT-555 Marketing Channels
MKT-556 Internet Marketing
MKT-560 Marketing Strategy and Policy
MKT-565 Global Marketing

Faculty Advisors
      Dennis Rook   dennis.rook@marshall.usc.edu
      Steve Martin    steve.martin@heavyhitterwisdom.com
 

Marketing Strategy and Analytics

This concentration enables managers to conduct analyses that inform the development of marketing strategies for the firm and its product lines. Careers in this space can be pursued both within an individual company, a business consultancy, or a specialized marketing services firm. Analytic tools useful for making strategic decisions in marketing are emphasized, and some of these can also be pursued in elective course offerings from other departments, particularly Decision Sciences.

This concentration is designed for students interested in strategic marketing and marketing consulting positions. Common job titles include marketing consultant, strategic marketing manager, marketing intelligence manager, marketing analyst, and associate consultant.

Relevant Courses (select 4):
MKT-512 Marketing and Consumer Research
MKT-525 Consumer Behavior
MKT-530 New Product Development
MKT-536 Pricing Strategies
MKT-543 Market Demand and Sales Forecasting
MKT-555 Marketing Channels
MKT-556 Internet Marketing
MKT-560 Marketing Strategy and Policy
MKT-565 Global Marketing
MKT-580 Strategies for Fostering Creativity in Business

Faculty Advisors
      Diane Badame   badame@marshall.usc.edu
      Joe Nunes         jnunes@marshall.usc.edu