USC
University of Southern California
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Areas of Concentration

Department of Marketing

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Modern marketing stresses research and analysis to understand consumer behavior and to identify customer needs, new product research and development, competitive pricing, coordinated promotional or sales programs and efficient logistics and distribution. Students interested in careers in marketing management, logistics management, retailing or wholesaling, sales program administration, advertising or marketing research will find courses in marketing valuable. Six areas of concentration are offered: general marketing, advertising and promotion strategy, product and brand management, sales strategy, global marketing, and distribution management.

General Marketing Concentration

This concentration allows students flexibility in their marketing studies. The required course gives the student general background into marketing strategy. The suggested additional courses provide fundamental tools for a marketing career. Other marketing courses can be selected to acquire special skills. Students who pursue this concentration are often interested in a career in marketing management for small businesses, where a broad marketing background is essential.

Required Course (the other course may be chosen as an elective)Units
MKT 440Marketing Analysis and Strategy, or
MKT 450Consumer Behavior and Marketing4

Courses most relevant to this concentrationunits
MKT 435Business-to-Business Marketing4
MKT 470Marketing Research4

other courses relevant to this concentrationunits
MKT 405Advertising and Promotion Management4
MKT 410Personal Selling4
MKT 425Direct Response and Internet Marketing4
MKT 430Retail Management4
MKT 445New Product Development and Branding4
MKT 455Distribution Channels4
MKT 465Global Marketing Management4

Advertising and Promotion Strategy Concentration

Prepares students for evaluating the advertising and promotion process in the capacity of an agency client or as an employee of an advertising agency or an in house agency. This concentration is relevant for anyone who will be exposed to the use of advertising and promotions in their career.

courses most relevant to this concentrationunits
MKT 405Advertising and Promotion Management4
MKT 406*Practicum in Advertising and Promotion Design4
MKT 425Direct Response and Internet Marketing4
MKT 450Consumer Behavior and Marketing4
MKT 470Marketing Research4

*Prerequisite: MKT 405 or JOUR 340.

other courses relevant to this concentrationunits
MKT 445New Product Development and Branding4
MKT 465Global Marketing Management4
JOUR 340Introduction to Advertising4
JOUR 341*Advertising Copywriting4
JOUR 342*Advertising and Media Analysis4

*Prerequisite: JOUR 340.

Sales Strategy Concentration

Prepares students to effectively manage the critical interface and relationships between the organization and its customers. Selling provides unique insights into the business functions of the organization and the customer organizations it serves. The sales team plays a key role in implementing the firm's marketing strategy and creates a source of advancement opportunities for sales professionals. Good selling skills enhance communication capabilities and opportunities for success in many aspects of the marketing field. Students who pursue this concentration are often interested in careers in sales, sales management, service delivery or retailing.

courses most relevant to this concentrationunits
MKT 410Personal Selling4
MKT 415Sales Force Management4
MKT 425Direct Response and Internet Marketing4
MKT 430Retail Management4

other courses relevant to this concentrationunits
MKT 435Business to Business Marketing4
MKT 450Consumer Behavior and Marketing4

Global Marketing Concentration

Prepares students to market products and services to customers throughout the world. Special emphasis is given to understanding customers and developing marketing strategies and programs in the international context. This path is relevant to anyone who plans to work for a company that markets products and services in more than one country or that faces international competition in its domestic market.

courses most relevant to this concentrationunits
MKT 435Business to Business Marketing4
MKT 440Marketing Analysis and Strategy4
MKT 450Consumer Behavior and Marketing4
MKT 465Global Marketing Management4

other courses relevant to this concentrationunits
FBE 464International Finance4
MKT 425Direct Response and Internet Marketing4
MKT 470Marketing Research4
MOR 470Global Leadership4

Other courses in political economy and public policy, political science, international relations, East Asian area studies, East Asian languages and cultures, and languages (French, Italian, German, Slavic languages, Spanish and Portuguese).

Product and Brand Management Concentration

Prepares students for a career as a brand manager. Students who pursue this path are interested in having complete responsibility for a brand, from its inception to its management in the marketplace. Such a path might be relevant to students working for a manufacturer (e.g., a consumer packaged goods firm), a service (e.g., a financial services company) or those who wish to be entrepreneurs.

courses most relevant to this concentrationunits
MKT 440Marketing Analysis and Strategy4
MKT 445New Product Development and Branding4
MKT 465Global Marketing Management4
MKT 470Marketing Research4

other courses relevant to this concentrationunits
BAEP 451The Management of New Enterprises4
BUAD 351Economic Analysis for Business Decisions4
MKT 405Advertising and Promotion Management4
MKT 450Consumer Behavior and Marketing4

Distribution Management Concentration

This concentration enables students to grasp the complexities involved in how manufacturers, distributors and retailers work together to make products available for purchase by consumers. There is a growing opportunity in distribution management as new avenues for product placement evolve. This concentration prepares students for sales and sales management, marketing, general management and operations positions in all types of business organizations.

courses most relevant to this concentrationunits
IOM 455Project Management4
IOM 482Supply Chain Management4
MKT 410Personal Selling4
MKT 455Distribution Channels4

other courses relevant to this concentrationunits
IOM 427Spreadsheet Modeling, Optimization and Analysis4
IOM 483Operations Consulting4
MKT 415Sales Force Management4
MKT 435Business to Business Marketing4
MKT 440Marketing Analysis and Strategy4