MARKETING
AREAS OF INTEREST
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.
Department of Marketing, Marshall School of Business
Accounting Building 306E (213) 740-5033
http://www.marshall.usc.edu/marketing
GENERAL MARKETING: Marketing is a broad career area that includes many niche careers that include and extend
beyond the categories listed below. Students may decide to combine marketing electives in ways that match with a
specific career interest or supplement marketing electives with courses offered by other departments. For example, a
student interested in marketing for a start-up might take an elective in entrepreneurship; a student interested in sales might
take a class in negotiations.
Relevant Courses:
MKT 402: Research Skills for Marketing Insights
MKT 440: Marketing Analysis and Strategy
MKT 450: Consumer Behavior and Marketing
ADVERTISING AND PROMOTION: Companies turn to a variety of professionals in this area to help develop and
implement integrated marketing communications to alert and interact with target customers. Digital media has added a
whole new layer of complexity and exciting opportunities in the field. Career choices include advertising, promotion and
communication, and/or departments within large companies that handle these same responsibilities.
Relevant Courses:
MKT 402: Research Skills for Marketing Insights
MKT 405: Advertising and Promotion Management
MKT 406: Advertising Practicum
MKT 425: Direct Response and Internet Marketing
MKT 450: Consumer Behavior and Marketing
Related Courses:
MKT 445: New Product Development and Branding
MKT 465: Global Marketing Management
IOM 431: Managing the Digital Revolution for your
Business
JOUR 340: Introduction to Advertising
JOUR 341: Advertising Copywriting
JOUR 342: Media and Marketing
SALES STRATEGY: This career area aligns with an important need for companies wanting skilled people to manage
the critical interface and relationships between the organization and its customers. This is a career area that includes sales,
sales management, service delivery, and retailing. Selling provides unique insights into the business functions of the
organization and the customer organizations it serves. The sales team plays an important role in implementing the firm’s
marketing strategies.
Relevant Courses:
MKT 410: Professional Selling
MKT 415: Sales Force Management
MKT 430: Retail Management
MKT 425: Direct Response and Internet Marketing
Revised on: 4/23/14
Related Courses:
MKT 435: Business-to-Business Marketing
MKT 450: Consumer Behavior and Marketing
GLOBAL MARKETING: For students interested in taking their marketing career in a global direction and serving
markets overseas, this is a career choice with expanding opportunities. Students will prepare by learning to understand
customers and develop marketing strategies in an international context. This career choice is appropriate for anyone who
plans to work for a company that markets products and services in more than one country.
Relevant Courses:
MKT 402: Research Skills for Marketing Insights
MKT 465: Global Marketing Management
MKT 440: Marketing Analysis and Strategy
MKT 450: Consumer Behavior and Marketing
MKT 435: Business-to-Business Marketing
Related Courses:
MOR 470: Global Leadership
FBE 464: International Finance
PRODUCT AND BRAND MANAGEMENT: This career area is for students interested in having complete
responsibility for the overall performance of a product, product line, and/or brand. Out of all the marketing career
options, this area would call on the broadest range of marketing and general business skills. Most of these positions are
reserved for MBA candidates, but undergraduates with specialized knowledge about a product category or industry, or
who are willing to work for a smaller firm, have been able to start careers in this area.
Relevant Courses:
MKT 402: Research Skills for Marketing Insights
MKT 445: New Product Development and Branding
MKT 440: Marketing Analysis and Strategy
MKT 465: Global Marketing Management
Related Courses:
MKT 405: Advertising and Promotion Management
MKT 450: Consumer Behavior and Marketing
BUAD 351: Economic Analysis for Business Decisions
BUAD 451: The Management of New Enterprises
DISTRIBUTION MANAGEMENT: Careers in this area focus on all the marketing, financial, operational, and postsales activities involved in moving goods and services from a point of origin to ultimate buyers. Global trade and the
internet have opened additional career options in this field. Many students interested in this career area take elective
classes in operations management and marketing.
Relevant Courses:
MKT 455: Distribution Channels
MKT 410: Professional Selling
IOM 482: Supply Chain Management
IOM 455: Project Management
Revised on: 4/23/14
Related Courses:
MKT 435: Business-to-Business Marketing
MKT 440: Marketing Analysis and Strategy
MKT 415: Sales Force Management
IOM 483: Operations Consulting
IOM 481: E-Business Supply Chain Optimization
IOM-427: Designing Spreadsheet-Based Business
Models