MKT 589- CMO ON SHAREHOLDER VALUE

D. BADAME FALL 2024

UNIVERSITY OF SOUTHERN CALIFORNIA

MARSHALL GRADUATE SCHOOL OF BUSINESS
MKT 589 – CMO ON SHAREHOLDER VALUE
1.5 CREDIT COURSE – SECOND HALF OF SEMESTER
MONDAY/WEDNESDAY 5:00 – 6:20 P.M.
FALL 2024
JKP 104
__________________________________________________________________________________________________
PROFESSOR: Dr. Diane M. Badame
TELEPHONE: (213) 740-5053
E-MAIL: [email protected]
OFFICE: Hoffman Hall, Room 623
OFFICE HOURS: By appointment
________________________________________________________________________________________

COURSE DESCRIPTION
This course is designed to give students an understanding of the role of the CMO (Chief Marketing Officer) in a variety of
types of companies and industries and how he or she influences shareholder value. CMO guest speakers include the
following:
▪ Rob Giglio, Chief Customer Officer – Canva
▪ Cameron Dillavou, Chief Marketing Officer – Paramount + International
▪ Kimberly Storin, Chief Marketing Officer – Zayo
▪ Marisa Thalberg, Former Chief Marketing Officer – Taco Bell, Lowe’s, and SeaWorld
▪ Matthew Lieberman, Chief Marketing Officer – PwC
▪ Steven Wolfe Pereira, Former EVP, Chief Client Officer – TelevisaUnivision and Chief Executive Officer
– Alpha & Company
▪ Jeremy Lowenstein, Chief Marketing Officer – Milani Cosmetics
An integrated approach to the study of critical topics that CMOs are dealing with in a global context will allow students to
better understand the challenges CMOs are facing.

COURSE LEARNING OBJECTIVES

Course learning objectives support the three AACSB USC Marshall Graduate Programs Learning Goals to varying degrees.
Details may be found in the Appendix of this syllabus on page 11. At the end of this course, students will have acquired the
skills and knowledge to effectively:
1. Describe the roles and responsibilities of a CMO in a variety of industries and domestic and global
organizations of varying sizes.
2. Explain how a CMO manages change, ethical dilemmas, and conflict management.
3. Analyze a variety of topics and sub-topics across a number of industries and organizational structures.
4. Utilize critical thinking skills to recommend solutions and implementation plans regarding key CMO topics
5. Evaluate the risks and rewards that CMOs encounter on a regular basis.
6. Assess how CMOs most successfully increase shareholder value.
7. Lead and contribute to team projects, from planning, research, and analysis to reporting of results and
recommendations with associated risks and mitigations to the risks.

COURSE MATERIALS
▪ Course Reader of assigned readings.
ADDITIONAL OR SUPPLEMENTAL READINGS
▪ Armstrong, Gary and Kotler, Philip (2019), Marketing, An Introduction, 14th Edition, Pearson Education.
▪ Kotler, Philip and Armstrong, Gary (2021), Principles of Marketing, 18th Edition, Pearson Education.
\

1
 MKT 589- CMO ON SHAREHOLDER VALUE
D. BADAME FALL 2024

COURSE METHODOLOGY

Learning will be accomplished by employing a combination of assigned readings, research studies, projects to prepare for
CMO speakers and a final project covering an application of the key CMO topics covered throughout the course. In-class
discussions are designed to illustrate real world applications of key marketing topics through the use of critical-thinking,
analytical, problem-solving and team-building skills. Additionally, the course will introduce and employ a variety of
opportunities to create solidly grounded recommendations to CMOs underpinned by analysis-driven findings. CMO guest
speakers will be asked to address and comment on the key issues and opportunities they are facing and challenge the class
regarding how their challenges should be most effectively addressed.

GRADING
The following 1,000-point grading system will be utilized for the MKT 589 – CMO on Shareholder Value course:

TOPIC PERCENTAGE POINTS DUE DATE

OF GRADE (SEE CLASS SCHEDULE ON PAGE 9)

CLASS PARTICIPATION 10% 100 MON., 10/14– WED., 12/11

CMO IN THE NEWS ASSIGNMENT 20% 200 MON., 10/23 – WED., 12/4
TEAM CMO PROJECT 35% 350 MON., 10/23– WED., 12/4

FINAL INDIVIDUAL CMO PROJECT 35% 350 WED., 12/11

TOTAL 100% 1,000

A detailed course schedule is shown on page 9. This 1.5 credit course meets twice a week on Mondays and Wednesdays
with each class lasting 80 minutes. Your grade will not be based on a mandated target, but on your performance. Your score
as a percentage of the available points for all assignments (the points you earn divided by the number of points possible) will
determine your final grade for the course.

ATTENDANCE
Students are expected to attend all class sessions. Class discussions are an integral part of the learning experience
throughout this course. It follows that the frequency and quality of your participation in and contribution to these discussions
will have a direct and meaningful relationship to the value as well as the short-term and the long-term benefits you will
derive from the course. Late arrival and early departure from any class does not align with the Trojan culture and negatively
impacts the in-class learning experience. Please notify me in advance if you are unable to attend any class.

CLASSROOM POLICIES
Active class participation is important in achieving the learning objectives for this course. Unless students provide an
accommodation letter from USC OSAS or from Marshall detailing visa or travel restrictions, attendance and active
participation is expected in the classroom. Any student with such accommodations should submit their accommodation
document to their instructor as soon as possible. Your instructor will then provide regular access to a recording of the class
and an opportunity to regularly make up missed in-class participation.
Students who are experiencing illness should not attend class in person. Please inform the instructor in advance of the class
session to discuss what accommodations will be made to allow for the make-up of missed class work and missed in-class
participation.

CLASS CONDUCT/ETIQUETTE

Professionalism will be expected at all times. Because the university classroom is a place designed for the free exchange of
ideas, we must show respect for one another in all circumstances. We will show respect for one another by exhibiting
patience and courtesy in our exchanges. Appropriate language and restraint from verbal attacks upon those whose
perspectives differ from your own is a minimum requirement. Courtesy and kindness is the norm for those who participate in
all of my classes.
2
 MKT 589- CMO ON SHAREHOLDER VALUE
D. BADAME FALL 2024

CLASS CONDUCT/ETIQUETTE (CONTINUED)

Some Etiquette Rules:
▪ Arrive on time and stay for the entire class.
▪ Disagree respectfully.
▪ Respectfully pay attention to classmates.
▪ Actively participate in class discussions and exercises.

CLASS PARTICIPATION

Class participation is an extremely important part of the learning experience in this course as the richness of the learning
experience will be largely dependent upon the degree of preparation by all students prior to each class session.
In-class participation is also a critical part of this course’s learning experience. Cold calling may take place to encourage
active participation and to gain multiple perspectives and points of view, thus lending itself to the richness of the learning
experience. In-class participation grading will be based on students’ demonstrated willingness to participate and the quality
of the comments expressed, rather than quantity. While some students are far more comfortable than others with class
participation, all students should make an effort to contribute meaningfully in every class.

As an added benefit to all, participation provides an opportunity to those who lack speaking and presentation skills to
develop them in a non-threatening setting and to others it provides a forum to hone their communication and public speaking
skills.
Students will offer their opinions in group settings many times in their careers; thus, class participation serves to prepare
students for this business experience.

The evaluating of in-class participation is based on the following:

▪ Relevance – Does the comment or question meaningfully bear on the subject at hand? Irrelevant or inappropriate
comments can detract from the learning experience.
▪ Responsiveness – Does the comment or question connect to what someone else has said?
▪ Analysis – Is the reasoning employed consistent and logical? Has data from course materials, personal experience,
or general knowledge been employed to support the assertions/findings?
▪ Value – Does the contribution further the understanding of the issues at hand?
▪ Clarity – Is the comment concise and understandable?
During class sessions, I frequently assume the role of a facilitator to encourage a discussion that includes perspectives from a
variety of viewpoints and, secondly, to help pull together prevailing analyses and recommendations. The direction and
quality of a discussion is the collective responsibility of the class.
For each in-class session two (2) points will be awarded to a student for relevant and meaningful participation, one (1) point
for modest contributions to the class and zero (0) points for no participation or absence.

To underscore the importance of participation, 10 percent of the course grade or 100 out of the 1,000 points for the
course are allocated to class participation.

MARSHALL IT SUPPORT
Marshall IT Support is available Mon-Thurs: 7:30 AM - 10 PM, Fri-Sat: 7:30 AM - 5 PM, Sunday: Closed
Contact Via Phone
Classroom/Case room Support: (213) 740-3000 option 1
Non-Classroom Support: (213) 740-3000 option 2
Contact Via Email or Web
Email: [email protected]
Web Service Portal: https://service.marshall.usc.edu

3
 MKT 589- CMO ON SHAREHOLDER VALUE
D. BADAME FALL 2024

CMO IN THE NEWS ASSIGNMENT

As preparation for class sessions and engagement in better understanding learning outcomes for each class and for the
course, you are asked to compose a CMO in the News assignment for one of the sessions in which we do not have a CMO
guest speaker. You will be assigned to a particular session and look for current event articles regarding a CMO of your
choice. It would be best if the news of the selected CMO pertained to the learning outcomes of the topics covered during
that class session, if possible. This assignment is to EXCLUDE the CMO’s firms and case companies discussed in
class. (See page 9 for Class Schedule)

You are to submit these CMO in the News assignments in the Assignments folder in Brightspace by 11:59 p.m. on the
night before the next class session or on Sunday or Tuesday nights. (See Best Practice examples in the Assignments
folder in Brightspace.)
These assignments are called CMO in the News and will be used to start class discussions and promote conversations
regarding applications of marketing concepts, principles, models and terminology to the CMOs current or future activities.
Please prepare a one-page infographic using software such as Canva showcasing the activities the CMO is working on or
planning to introduce in the future.
CMO in the News assignments are worth 20 percent of the grade or 200 of the 1,000 points for the course. Please be
prepared to discuss your individual assignment during the class in which you submitted this assignment. Late submissions
will incur a penalty of 10% for each day late.

TEAM CMO PROJECT

The class will form or be assigned to teams of 3 – 4 students and each group will prepare a Team CMO Project. If
you submit a team and top three choices of CMOs by Tuesday, October 15th by 11:59 p.m., I will use these teams for
assignments and attempt to give each team one of their top three choices. If I do not hear from you, I will publish team
assignments in the Assignments folder in Brightspace by Friday, October 18th.
Once a week starting in the second week of class, there will be student-led presentations on selected CMO firms the class
before the CMO will be joining the class. Teams are asked to conduct a Situation Analysis and Expanded SWOT Analysis
of the CMO’s firm or a selected company of the CMO’s choice using the assigned readings and/or other secondary research
or readily found resources. Then each team is asked to make recommendations on how a CMO should address what the
team determined to be the “hottest” issues within the selected company. One team will be preparing a presentation for six of
the seven CMOs that will be guest speaking throughout the course. The class will act as a board of directors of the company
that is representing the upcoming speaker. Presentations will be sent to the CMO the evening after the presentations are
made in class so he or she can review and comment on the project during the class in the CMO joins the class.
When the CMO comes to class, he or she will discuss their challenges, opportunities and successes as well as other relevant
issues and often comment on the recommendations submitted by the team regarding their respective companies.
Criteria that will be utilized to grade this Team CMO Project follow:
1. Executive Summary
2. Situation Analysis, including an analysis of the industry, competition, value chain, customers, and company
3. Expanded SWOT Analysis, including Strategies to Maximize the Strengths and Opportunities and Mitigate the
Weaknesses and Threats
4. Minimum of Three Recommendations, and Three Risks and Mitigations to the Risks Associated with Each
Recommendation
5. In-class Presentation
This includes each team’s project being assessed on the degree to which recommendations utilize relevant and current
information, critical thinking skills, logic and sound reasoning. Additionally, each team will be asked to identify the risks in
implementing the recommendations and how they can be mitigated.
Please submit an annotated PowerPoint presentation with references cited at the bottom of each notes page or a Word
document in the Assignments folder in Brightspace by 11:59 the night BEFORE the project will be presented in class. The
Team CMO Project represents 35 percent of the final grade or 350 out of 1,000 points.
If the contributions of any of the team members are not equal, please complete a peer evaluation form as shown on page 10.
The other members of the team will be asked to also complete the peer evaluation form. Grades of the final project will be
adjusted to reflect the variances of the contributions of all team members, if appropriate. If team members contribute equally
to the project, there is no need to complete the peer evaluation.
4
 MKT 589- CMO ON SHAREHOLDER VALUE
D. BADAME FALL 2024

FINAL INDIVIDUAL CMO PROJECT

In lieu of a final exam, each student will develop a Final Individual CMO Project. You are to select a company of your
choice, any other than discussed as case companies in class, and evaluate the ways that firm addresses at least three of the
key CMO topics covered throughout the course. The companies selected cannot be one of the companies you completed
CMO assignments on but can be any others based on personal interest, such as a firm that you want to work for upon
graduation. Based on this analysis, a minimum of three prioritized recommendations with associated risks and proposed
ways to mitigate the risks are to be developed and supported with sound rationale. The objective of the project is to have
students identify and evaluate commonly held topics that CMOs in a given company are most challenged with every
day in their positions and then prioritize what recommendations they suggest the CMO of the selected company
should work on first to increase shareholder value.
The criteria used to grade the assignment follow:
1. Executive Summary
2. Situation Analysis which includes
a. Industry Analysis
b. Competitive Analysis
c. Value Chain Analysis
d. Customer Analysis
e. Company Analysis, including the Role of the CMO
3. Expanded SWOT Analysis, including Strategies to Maximize the Strengths and Opportunities and Mitigate the
Weaknesses and Threats
4. Minimum of Three Recommendations, and Three Risks and Mitigations to the Risks Associated with Each
Recommendation
The format for this project will be a Word document or an annotated PowerPoint presentation with references cited at the
bottom of each notes page. The Final Individual CMO Project is to be uploaded to the Assignments folder in Brightspace
before the beginning of the last class session on Wednesday, December 11th. The assignment is worth 35 percent of the
course grade or 350 out of 1,000 points.

ACADEMIC INTEGRITY
The University of Southern California is foremost a learning community committed to fostering successful scholars and
researchers dedicated to the pursuit of knowledge and the transmission of ideas. Academic misconduct is in contrast to the
university’s mission to educate students through a broad array of first-rank academic, professional, and extracurricular
programs and includes any act of dishonesty in the submission of academic work (either in draft or final form).
This course will follow the expectations for academic integrity as stated in the USC Student Handbook. All students are
expected to submit assignments that are original work and prepared specifically for the course/section in this academic term.
You may not submit work written by others or “recycle” work prepared for other courses without obtaining written
permission from the instructor(s). Students suspected of engaging in academic misconduct will be reported to the Office of
Academic Integrity.
Other violations of academic misconduct include, but are not limited to, cheating, plagiarism, fabrication (e.g., falsifying
data), knowingly assisting others in acts of academic dishonesty, and any act that gains or is intended to gain an unfair
academic advantage.
The impact of academic dishonesty is far-reaching and is considered a serious offense against the university and could result
in outcomes such as failure on the assignment, failure in the course, suspension, or even expulsion from the university.
For more information about academic integrity see the student handbook or the Office of Academic Integrity’s website, and
university policies on Research and Scholarship Misconduct.

Students must adhere to the USC Marshall Code of Professionalism and Academic Integrity at all times. Plagiarism is a
violation of the Code and will result in a failing grade. All assignments on Brightspace will utilize Turnitin to determine the
degree of similarity of student work to outside resources to ensure adherence to Marshall and USC ethical standards. The
use of unauthorized material, communication with fellow students during an examination, attempts to benefit from the work
of another student, and similar behavior that defeats the intent of an examination or other class work is unacceptable to the
University.
If you have any questions, please contact me for clarification. Where a clear violation has occurred, I may disqualify your
work as unacceptable and assign a failing mark on the paper and/or course.
5
 MKT 589- CMO ON SHAREHOLDER VALUE
D. BADAME FALL 2024
\

STATEMENT ON ACADEMIC CONDUCT AND SUPPORT SYSTEMS

Students and Disability Accommodations:

USC welcomes students with disabilities into all of the University’s educational programs. The Office of Student
Accessibility Services (OSAS) is responsible for the determination of appropriate accommodations for students who
encounter disability-related barriers. Once a student has completed the OSAS process (registration, initial appointment, and
submitted documentation) and accommodations are determined to be reasonable and appropriate, a Letter of
Accommodation (LOA) will be available to generate for each course. The LOA must be given to each course instructor by
the student and followed up with a discussion. This should be done as early in the semester as possible as accommodations
are not retroactive. More information can be found at osas.usc.edu. You may contact OSAS at (213) 740-0776 or via email at
[email protected].

Student Financial Aid and Satisfactory Academic Progress:

To be eligible for certain kinds of financial aid, students are required to maintain Satisfactory Academic Progress (SAP)
toward their degree objectives. Visit the Financial Aid Office webpage for undergraduate- and graduate-level SAP eligibility
requirements and the appeals process.

Support Systems:

Counseling and Mental Health - (213) 740-9355 – 24/7 on call

Free and confidential mental health treatment for students, including short-term psychotherapy, group counseling, stress
fitness workshops, and crisis intervention.

988 Suicide and Crisis Lifeline - 988 for both calls and text messages – 24/7 on call
The 988 Suicide and Crisis Lifeline (formerly known as the National Suicide Prevention Lifeline) provides free and
confidential emotional support to people in suicidal crisis or emotional distress 24 hours a day, 7 days a week, across the
United States. The Lifeline consists of a national network of over 200 local crisis centers, combining custom local care and
resources with national standards and best practices. The new, shorter phone number makes it easier for people to remember
and access mental health crisis services (though the previous 1 (800) 273-8255 number will continue to function indefinitely)
and represents a continued commitment to those in crisis.

Relationship and Sexual Violence Prevention Services (RSVP) - (213) 740-9355(WELL) – 24/7 on call
Free and confidential therapy services, workshops, and training for situations related to gender- and power-based harm
(including sexual assault, intimate partner violence, and stalking).

Office for Equity, Equal Opportunity, and Title IX (EEO-TIX) - (213) 740-5086
Information about how to get help or help someone affected by harassment or discrimination, rights of protected classes,
reporting options, and additional resources for students, faculty, staff, visitors, and applicants.

Reporting Incidents of Bias or Harassment - (213) 740-2500

Avenue to report incidents of bias, hate crimes, and microaggressions to the Office for Equity, Equal Opportunity, and Title
for appropriate investigation, supportive measures, and response.

The Office of Student Accessibility Services (OSAS) - (213) 740-0776

OSAS ensures equal access for students with disabilities through providing academic accommodations and auxiliary aids in
accordance with federal laws and university policy.

USC Campus Support and Intervention - (213) 740-0411

Assists students and families in resolving complex personal, financial, and academic issues adversely affecting their success
as a student.

Diversity, Equity and Inclusion - (213) 740-2101

Information on events, programs and training, the Provost’s Diversity and Inclusion Council, Diversity Liaisons for each
academic school, chronology, participation, and various resources for students.

USC Emergency - UPC: (213) 740-4321, HSC: (323) 442-1000 – 24/7 on call
Emergency assistance and avenue to report a crime. Latest updates regarding safety, including ways in which instruction will
be continued if an officially declared emergency makes travel to campus infeasible.

6
 MKT 589- CMO ON SHAREHOLDER VALUE
D. BADAME FALL 2024

STATEMENT ON ACADEMIC AND SUPPORT SYSTEMS (CONTINUED)

USC Department of Public Safety - UPC: (213) 740-6000, HSC: (323) 442-1200 – 24/7 on call
Non-emergency assistance or information.
Office of the Ombuds - (213) 821-9556 (UPC) / (323-442-0382 (HSC)
A safe and confidential place to share your USC-related issues with a University Ombuds who will work with you to explore
options or paths to manage your concern.

Occupational Therapy Faculty Practice - (323) 442-2850 or [email protected]

Confidential Lifestyle Redesign services for USC students to support health promoting habits and routines that enhance
quality of life and academic performance.

OPEN EXPRESSION AND RESPECT FOR ALL

An important goal of the educational experience at USC Marshall is to be exposed to and discuss diverse, thought-provoking,
and sometimes controversial ideas that challenge one’s beliefs. In this course we will support the values articulated in the
USC Marshall “Open Expression Statement.”

POLICY FOR USE OF AI GENERATORS IN THIS COURSE

In this course, I encourage you to use artificial intelligence (AI)-powered programs to help you with assignments that
indicate the permitted use of AI, such as Order of the Day, case and Brand Strategy Team Project assignments. You should
also be aware that AI text generation tools may present incorrect information, biased responses, and incomplete analyses;
thus they are not yet prepared to produce text that meets the standards of this course. To adhere to our university values, you
must cite any AI-generated material (e.g., text, images, etc.) included or referenced in your work and provide the prompts
used to generate the content. Using an AI tool to generate content without proper attribution will be treated as plagiarism and
reported to the Office of Academic Integrity. Please review the instructions in each assignment for more details on how and
when to use AI Generators for your submissions.

COURSE CONTENT DISTRIBUTION AND SYNCHRONOUS SESSION RECORDINGS POLICIES

USC has policies that prohibit recording and distribution of any synchronous and asynchronous course content outside of the
learning environment.
Recording a university class without the express permission of the instructor and announcement to the class, or unless
conducted pursuant to an Office of Student Accessibility Services (OSAS) accommodation. Recording can inhibit free
discussion in the future, and thus infringe on the academic freedom of other students as well as the instructor. (Living our
Unifying Values: The USC Student Handbook, page 13).

Distribution or use of notes, recordings, exams, or other intellectual property, based on university classes or lectures without
the express permission of the instructor for purposes other than individual or group study. This includes but is not limited to
providing materials for distribution by services publishing course materials. This restriction on unauthorized use also applies
to all information, which had been distributed to students or in any way had been displayed for use in relationship to the
class, whether obtained in class, via email, on the internet, or via any other media. (Living our Unifying Values: The USC
Student Handbook, page 13).

COURSE EVALUATIONS
Course evaluations are a valuable source of feedback and taken very seriously. They are administered online during the last
7 – 10 days of each course. This course is continuously improved based on feedback from students and instructor
observations. Your participation is strongly encouraged and very much appreciated. Thank you in advance for taking a few
minutes to complete the course evaluation.

RETURNING GRADED PAPERWORK

Unclaimed, returned paperwork will be discarded after four (4) weeks and, hence, will be unavailable should students pursue
an appeal following the receipt of their grades.

7
 MKT 589- CMO ON SHAREHOLDER VALUE
D. BADAME FALL 2024

PROFESSOR/STUDENT INTERACTION
If at any time during the course you have questions regarding the preparation of assignments or other course-related issues,
please do not hesitate to contact me by email, telephone or in person to arrange a meeting if desired.
My philosophy is to create a community of learners in which I facilitate discussions guided by the goal of encouraging the
construction of knowledge together. I will always give you as much feedback as you desire to help you become better
marketers and achieve your personal objectives for this course.

8
 MKT 589- CMO ON SHAREHOLDER VALUE
D. BADAME FALL 2024

MKT 589 – CMO ON SHAREHOLDER VALUE

FALL 2024 – SECOND HALF OF SEMESTER
MONDAYS AND WEDNESDAYS 5:00 – 6:20 P.M.
JKP 104
CLASS SCHEDULE

ASSIGNMENTS
SESSION DATE TOPIC ASSIGNED ARTICLES, CASES AND CMO SPEAKER
DUE
1. MON., DEFINING THE ROLES OF THE CMO The Trouble with CMOs CMO Teams due on Tues.,
10/14 Unleashing Human Magic at Best Buy Case Oct. 15th by 11:59 p.m.

2. WED., CHANGING BUSINESS MODELS The Tech Trends Every Leader Needs to Understand
10/16 How Adobe Innovated Its Business Model and Blazed the
Trail for the Digital Experience Platform Case

3. MON., Guest Speaker – Rob Giglio, Chief Customer Officer,

10/21 Canva
4. WED., WINNING THE STREAMING WARS Disruptive Forces in the US Media Industry and Tackling First CMO in the News
10/23 the Problem of Subscribers Who Binge… Then Bail Assignments and Team
Netflix, Inc. Case CMO Projects Due
5. MON., Guest Speaker – Cameron Dillavou, Chief Marketing
10/28 Officer, Paramount+ International
6. WED., UNDERSTANDING THE INFLUENCER Why the Influencer Industry Needs Guardrails
10/30 INDUSTRY, SOCIAL MEDIA AND How a Luxury Electric Vehicle (EV) Manufacturer Can
SOCIAL LISTENING Leverage Social Listening Case
7. MON., Guest Speaker – Kimberly Storin, Chief Marketing
11/4 Officer, Zayo
8. WED., MOBILIZING ON CLIMATE AND Mobilizing on Climate
11/6 SUSTAINABILITY Allbirds: Can the Sustainable Shoe Company Reinvigorate
the Brand? Case
MON., VETERANS DAY – NO CLASS
11/11
9. WED., Guest Speaker – Marisa Thalberg, Chief Marketing
11/13 Officer (Consulting), JCPenny
10. MON., CAPITALIZING ON AI AI-Powered Marketing
11/18 AI Wars Case
11. WED., Guest Speaker – Matthew Lieberman, Chief Marketing
11/20 Officer, PwC

12. MON., DESIGNING AN AI MARKETING What’s Your Gen AI Strategy and Assessing and Improving
11/25 STRATEGY Digital Ability: Procter & Gamble’s Approach to Raising
Brands’ Digital Competency
Loris Case
WED., THANKSGIVING HOLIDAY – NO CLASS
11/27
13. MON., Guest Speaker – Steven Wolfe Pereira, Former EVP,
12/2 Chief Client Officer @TelevisaUnivision and Chief
Executive Officer at Alpha & Company
14. WED., SERVING UNDERSERVED MARKETS Making Your Products Accessible to Underserved Markets Last CMO in the News
12/4 Amanda and Kristen: Mented Cosmetics Case Assignments and Team
CMO Projects Due
15. WED., Guest Speaker – Jeremy Lowenstein, Chief Marketing Final Individual CMO
12/11 Officer, Milani Cosmetics Projects Due

9
 MKT 589- CMO ON SHAREHOLDER VALUE
D. BADAME FALL 2024

PEER EVALUATION FORM

Please complete the following peer evaluation form only if you feel as though there was unequal participation in the
Team CMO Project.

Identify your team and team members for the Team CMO Project that you worked on. Then rate all of your team members,
including yourself, based on the contributions of each team member for the selected assignment according to the criteria
listed below. On a scale of 0 – 2 with 0 equal to does not meet expectations, 1 meets expectations and 2 exceeds
expectations, rate each person on each of the five criteria. Lastly, add up the points for each person with the maximum
number of points for each person being 10.

Team Members/ Team Team Team Yourself

Assessment Criteria of Team Member 1 Member 2 Member 3
Contributions

1. Role Performance

2. Assists Team Members

3. Listening and Discussing

4. Research and
Information Sharing

5. Time Management

Total

If you desire, please comment on the contributions of individual team members to the Team CMO Project.

Comments:

10
 MKT 589- CMO ON SHAREHOLDER VALUE
D. BADAME FALL 2024

APPENDIX – CONTRIBUTION OF MKT 589 – CMO ON SHAREHOLDER VALUE TO STUDENT ACHIEVEMENT OF

USC MARSHALL’S AACSB GRADUATE PROGRAM LEARNING GOALS
MKT 589 – CMO ON SHAREHOLDER VALUE LEARNING OBJECTIVES 1-7

1. Describe the roles and responsibilities of a CMO in a variety of industries and domestic and global organizations of
varying sizes.
2. Explain how a CMO manages change, ethical dilemmas, and conflict management.
3. Analyze a variety of topics and sub-topics across a number of industries and organizational structures.
4. Utilize critical thinking skills to recommend solutions and implementation plans regarding key CMO topics and sub-
topics of relevance.
5. Evaluate the risks and rewards that CMOs encounter on a regular basis.
6. Assess how CMOs most successfully increase shareholder value.
7. Lead and contribute to team projects, from planning, research, and analysis to reporting of results and recommendations
with associated risks and mitigations to the risks.

MKT 589 OBJECTIVES

MARSHALL GRADUATE PROGRAMS LEARNING GOALS THAT SUPPORT THIS GOAL

Learning Goal #1: Develop Personal Strengths. Supported by MKT 589

Our graduates will develop a global and entrepreneurial mindset, lead with integrity, Learning Objectives 1-7
purpose and ethical perspective, and draw value from diversity and inclusion.
1.1 Possess personal integrity and a commitment to an organization’s purpose and core 1-7
values.
1.2 Expand awareness with a global and entrepreneurial mindset, drawing value from 1-7
diversity and inclusion.
1.3 Exhibit awareness of ethical dimensions and professional standards in decision making. 1-7

Learning Goal #2: Gain Knowledge and Skills. Supported by MKT 589
Our graduates will develop a deep understanding of the key functions of business Learning Objectives 1-7
enterprises and will be able to identify and take advantage of opportunities in a
complex, uncertain and dynamic business environment using critical and analytical
thinking skills.
2.1 Gain knowledge of the key functions of business enterprises. 1-7
2.2 Acquire advanced skills to understand and analyze significant business opportunities, 1-7
which can be complex, uncertain and dynamic.
2.3 Use critical and analytical thinking to identify viable options that can create short-term 1-7
and long-term value for organizations and their stakeholders.

Learning Goal #3: Motivate and Build High Performing Teams. Supported by MKT 589
Our graduates will achieve results by fostering collaboration, communication and Learning Objectives 1-7
adaptability on individual, team, and organization levels.
3.1 Motivate and work with colleagues, partners, and other stakeholders to achieve 1-7
organizational purposes.

3.2 Help build and sustain high-performing teams by infusing teams with a variety of 1-7
perspectives, talents, and skills and aligning individual success with team success and with
overall organizational success.
3.3 Foster collaboration, communication and adaptability in helping organizations excel in a 1-7
changing business landscape.

11