USC Marshall - Master of Science in Marketing

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USC Marshall - Master of Science in Marketing The MS in Marketing Program is designed to hone analytical and innovative marketing skills and build deep marketing expertise of students.

"Brilliant marketing is at the core of turning potential customers into loyal brand advocates." The Master of Science in Marketing provides students with tools, concepts, frameworks, critical thinking and innovative skills needed for more effective development, enhancement and refinement of marketing techniques critical to the success of local and global businesses.

We had the pleasure of hosting Simon Kyne (Vice President of Innovation and Quality), Dave Dimond (Senior Vice President...
29/10/2025

We had the pleasure of hosting Simon Kyne (Vice President of Innovation and Quality), Dave Dimond (Senior Vice President of Sales), and Francey Grund (Vice President of Marketing) from Milton’s Craft Bakers in Dr. Diane Badame’s MKT 445 course, “New Product Development and Branding.”

The speakers offered an in-depth look at how Milton’s continues to strengthen brand relevance by aligning innovation with evolving consumer needs. They discussed the brand’s promotion strategy and the process of evaluating product outcomes to guide future growth. Students gained insight into how impactful branding and media outreach are in building lasting brand awareness and trust.

During the session, the team shared the story behind Milton’s recent rebrand development, emphasizing how authenticity and creativity drive connection with modern consumers. They encouraged students to view brand evolution as an ongoing journey, one rooted in understanding the consumer, embracing change, and crafting meaningful impact. Fight On!

We had the pleasure of hosting alumni Christopher Gomez, Product Planning Manager at Genesis Motor America, in Dr. Badam...
15/10/2025

We had the pleasure of hosting alumni Christopher Gomez, Product Planning Manager at Genesis Motor America, in Dr. Badame’s MKT 586 course, “Fashion, Luxury, and Lifestyle Marketing!”

Gomez shared an inside look at the vehicle development process, from identifying consumer opportunities to finalizing product positioning. He emphasized the importance of hearing the voice of the customer, aligning global brand strategies, and understanding how market forces and consumer values drive design and innovation. Students learned how perceptual mapping and concept creation shape the customer experience, and how modern vehicles are being updated to function more like smartphones—modular, connected, and adaptive.

During the Q&A, Gomez discussed EV trends, self-driving technology, and future mobility concepts ranging from SUVs to boats and helicopters. He encouraged students to stay agile, mobile, and open to challenges, reminding us that adaptability and curiosity drive both career and product success. Fight On!

We had the pleasure of hosting Carina McLaughlin, Senior Manager of Brand Marketing at Nestlé, in Dr. Badame’s MKT 445 c...
13/10/2025

We had the pleasure of hosting Carina McLaughlin, Senior Manager of Brand Marketing at Nestlé, in Dr. Badame’s MKT 445 course, “New Product Development and Branding!”

She shared valuable insights on building a brand roadmap and expanding business acumen. McLaughlin emphasized the importance of discovering your “why,” embracing new opportunities, and having the courage to step outside your comfort zone. Through lessons on teamwork, problem-solving, and launching new products, students learned how marketers can be key assets in driving both brand growth and customer value, particularly in industries like food service, where marketing plays a pivotal role.

Her advice to stay open-minded, adaptable, and purpose-driven served as a powerful reminder that growth begins when you put yourself out there. Fight on!

Last Monday, we had the pleasure of hosting Ashley Dawson, Director of Strategy and Social Impact Ambassador at ECOS in ...
13/10/2025

Last Monday, we had the pleasure of hosting Ashley Dawson, Director of Strategy and Social Impact Ambassador at ECOS in Dr. Badame’s MKT 445 Course, “New Product Development and Branding.”

Ashley shared her insights on the process behind the 4 Ps (Product, Place, Price, and Promotion) and discussed how COVID-19 impacted ECOS’s product launches and overall marketing strategy. She highlighted the importance of consumer education, especially when introducing innovations like liquidless detergent, and spoke about the competitive pressures within the cleaning products market.

Ashley also broke down what defines a successful product launch, emphasizing adaptability, teamwork, and clear communication. She concluded by connecting these lessons to personal growth, showing how the launch process mirrors goal-setting and perception versus reality in both business and life.

We thank Ashley for engaging and inspiring students to approach marketing with creativity, resilience, and purpose. Fight on!

🚀 Take your marketing career to the next level!
⏳ The second-round deadline for USC‘s Master’s in Marketing is in 2 days...
13/01/2025

🚀 Take your marketing career to the next level!
⏳ The second-round deadline for USC‘s Master’s in Marketing is in 2 days, January 15th.
📍 Don’t wait—apply now and join the Trojan Family!

BUILDING EMPATHY✨Our Branding Strategy class with Dr. Diane Badame welcomed Eleni Bennett, president of Eleni Bennett Co...
07/09/2024

BUILDING EMPATHY✨Our Branding Strategy class with Dr. Diane Badame welcomed Eleni Bennett, president of Eleni Bennett Consulting, as our incredible guest speaker. Eleni dove deep with us into the power of building empathy, learning how everything always starts and ends with the consumer and how empathy drives equity. We cannot thank her enough for her time and expertise on how to build empathy and lasting relationships with consumers! 😊

Happy Fall Start! 🎓✨ Our MSMKT Student Advisory Council (SAC) hosted an amazing Fall 2024 Kickoff Mixer to kick off the ...
05/09/2024

Happy Fall Start! 🎓✨ Our MSMKT Student Advisory Council (SAC) hosted an amazing Fall 2024 Kickoff Mixer to kick off the busy semester. Cheers to a semester of growth, learning, and innovation. Let’s make this semester the best one yet!

Come to David Schwartz from Matel’s guest lecture with us! He excited the room with details about the Barbie movie and s...
25/07/2023

Come to David Schwartz from Matel’s guest lecture with us!

He excited the room with details about the Barbie movie and surprised everyone with some awesome free toys. The lecture covered Matel's approach to measuring outcomes and showcased various past projects that exemplified their dedication to imaginative play and innovation.

We are left inspired, rekindling our appreciation for the magic of toys and the work that goes behind them

Introducing Cindy Liu: A Trailblazing USC MS Marketing Alumni 🌟Cindy's decision to choose the USC MS Marketing program w...
21/07/2023

Introducing Cindy Liu: A Trailblazing USC MS Marketing Alumni 🌟

Cindy's decision to choose the USC MS Marketing program was driven not only by its close proximity to family but also by the promising opportunities offered for personal and professional growth. Her favorite class was with Dr. Badame, even with the demanding ISMP project, which she acknowledges ultimately enriched her knowledge and continues to play a vital role in her everyday work. Cindy’s favorite memories were her late-night food runs with friends after long night classes. She also appreciated taking courses that directly matched her interests, such as an international relations class in Annenberg as an elective.

Since graduating from USC, Cindy has flourished in her current role at the restaurant Chubby Cattle, where she skillfully manages social media campaigns and partnerships across multiple locations. To express her gratitude, she offers an exclusive 10% discount with the code [USCMKT10] to all students, alumni, faculty, and professors until the end of August.

Cindy is also happy to talk to anyone in the program seeking guidance and information, and even hinted at possible internships that Chubby Cattle will offer in the future!

We would like to thank our guest speaker - Katelyn Zborowski, Director of Product Marketing at Taco Bell for an insightf...
19/07/2023

We would like to thank our guest speaker - Katelyn Zborowski, Director of Product Marketing at Taco Bell for an insightful class. Katelyn discussed the importance of market tests, understanding customer purchase behavior and optimizing pricing and forecasting for a successful strategy. The innovation that went behind the standout product - Taco Bell’s Nacho fries was definitely a learning experience.

We look forward to seeing Katelyn soon! 😊✌🏼

All smiles as we kicked off our first MS in Marketing Summer Career workshop this week! 📸 😉 ✌🏼At USC Marshall’s MS in Ma...
12/07/2023

All smiles as we kicked off our first MS in Marketing Summer Career workshop this week! 📸 😉 ✌🏼

At USC Marshall’s MS in Marketing Program, Our Career Strategists help you at every step of your career journey to land your dream role!

A reminder to our current students - to register for the next two workshops on MCSO happening on July 18th and July 25th.

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