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Official Authority
Official Certificate & Opportunity to gain the Recommendation LetterHardcore Academic
The University of Southern California assigns instructor, and teaching assistants for tutorial sessionsApplication Workshop
Application Factor Analysis from USC Admission Officers; Application Insights from USC Outstanding StudentsImmersive Experience
Stay in the USC dormitory; Visit USC Media CenterIn-depth Exploration
Prestigious University Visit and Universal Studio; Experience the charm of the city of Los AngelesIntroduction
University of Southern California
Founded in 1880, the University of Southern California (USC) stands as the oldest top - ranked private research university on America's West Coast. Recognized worldwide for its academic excellence, innovative research, and diverse campus culture, it maintains global leadership across multiple disciplines, including Engineering, Business Administration, Cinematic Arts, Communications, and Computer Science. The University of Southern California has produced 9 Nobel laureates, 6 MacArthur Genius Grant recipients, 1 Turing Award recipient, and notable industry pioneers such as Jerry Yang, the co - founder of Yahoo!, and Brian Chesky, the co - founder of Airbnb.
Program Introduction
The program is officially provided by the Annenberg School for Communication and Journalism, University of Southern California, with instruction delivered by appointed faculty members. Recognized as one of America's top communication schools, USC Annenberg offers popular undergraduate majors in Communication, Journalism, Public Relations, and Advertising – all incorporating marketing-related knowledge. Employing Project-Based Learning (PBL) methodology, the program cultivates students' ability to apply theoretical knowledge to real-world challenges through case studies and practical activities. Participants will not only engage in in-depth marketing instruction but also team up to complete a themed entrepreneurial project, develop integrated marketing strategies, and deliver final presentations in English. Successful completion leads to an official certificate of completion awarded by the University of Southern California.
Why US
Official Authority & Hardcore Academic
School for Communication and Journalism, the University of Southern California, with instruction delivered by appointed faculty members and tutorials by assistants from prestigious universities.
Visit to the USC Media Center
Focus on elite school applications
USC Immersive Experience
Course Overview
This course centers on marketing studies while examining innovative approaches in social enterprise practices. Students will not only engage with core theoretical concepts—including Integrated Marketing, Qualitative/Quantitative Research Methodologies, Marketing Strategy Development, and AI Applications in Marketing—but also gain practical insights through instructors' industry expertise and real-world case analyses. Ultimately, students will be equipped to formulate integrated marketing strategies for products while developing emerging solutions for business promotion in commercial environments.
Academic Task
Team up to design an entrepreneurship initiative themed "Social Enterprise Innovation," applying acquired knowledge to craft integrated marketing strategies, and deliver a showcase presentation in English.
■Sample Topics
Teaching Faculty
Jefrey Hirsch
Lecturer, School of Communication, University of Southern California
Founder &CEO of Right Brain Studio
Jeffrey Hirsch is the lecturer at the Annenberg School for Communication and Journalism, University of Southern California, where he teaches courses in brand building, integrated marketing communications, and qualitative research methodologies. With abundant industry experience, he not only founded Right Brain Studio but also has driven measurable value creation, exceeding 1 Billion dollars for his clients, including PepsiCo, Pfizer, and Unilever, through his work in brand development frameworks, innovation ecosystems, and ethnographic research models.
*The final teaching faculty is subject to change and will be determined by USC Summer School.
Sample Schedule
* The schedule is subject to change by the University of Southern California Summer School.
| Date | Morning 9:00-12:00 | Afternoon 14:00-16:00 |
| Day1 | Arrival | |
| Day2 | Opening Ceremony & Icebreaking
Academic Course ● How to build confidence ● Rational vs. Emotional Marketing ● Grow: Fundamental Human Values and Brand Principle Statements 1. Case history: Theme park annual passholders segmentation 2. In-class exercises: Choose a brand. What is its Fundamental Human Value and Brand Ideal? ● Form brand teams (of three students each) |
USC Campus Exploration |
| Day3 | Academic Course
● Assessing brands, The business review and SWOT analysis ● Marketing Mix vs. Integrated Marketing ● Marketing Mix vs. Integrated Marketing ● Case study/In-class exercise: Understanding the meaning of the brand assessment in guiding marketing strategy |
Tutorial Sessions |
| Day4 | Academic Course
● Individual Brand Presentations 1 ● Art of the Creative Brief ● Situation Analysis ● Building a marketing plan: SMART Goals, KPI’s, projections |
Visit the USC Media Center |
| Day5 | Academic Course
● Individual Brand Presentations 2 ● Leveraging marketing research (qual and quant) and AI in marketing ● How marketing departments are structured and how clients work with agencies to develop campaigns ● Ideation Workshop |
Tutorial Sessions |
| Day6 | Final Presentation + Closing Ceremony | USC Application Workshop;
Communicate with outstand students |
| Day7 | LA City Tour: Universal Studios | |
| Day8 | LA City Tour:
Tour the California Science Center |
LA City Tour:
Tour Hollywood and the Walk of Fame; Explore the Griffith Observatory |
| Day9 | LA City Tour:
Visit the Getty Center, the world-leading art museum |
LA City Tour:
From Beverly Hills to Santa Monica, immerse in the sunset view by the sea |
| Day10 | Departure |
Application
Jul.13 - Jul.22, 2025
Los Angeles, USA
14-18 years old
Application Requirements
- English language level equivalent to IELTS level 5.5 or TOEFL 70
- A recommendation letter from your teacher as proof of English proficiency or a phone or online interview with an ASEEDER teacher (since the program is conducted entirely in English).
* Students who have received global or national awards in international mathematics, physics, chemistry, biology, business, and English assessments organized by ASEEDER are given priority for admission.
Fee
■ Include：Tuition, learning materials, accommodation (twin room at USC dormitory), extracurricular activities and visits fees; official certificate, breakfast, ASEEDER group leader service fee (assembly and unitedly departure from Beijing/Shanghai/Shenzhen/Hong Kong with the group leader), bus transport during the program (including two days of round-trip transportation between airports and accommodation and cultural exploration in LA), and international insurance.
* During the program, students will reside in on-campus dormitories at USC. Accommodation will be in shared rooms for two students, equipped with WIFI, laundry facilities, and a lounge for academic communications, leisure, and relaxation.
* The University of Southern California Summer School determines the list of accommodation assignments. Students do not have the right to choose their assigned dormitory or change it at will. Due to the USC's rich history, accommodations are modest. Embrace the authentic academic and daily life experience with an open mindset.
■ Exclude:
1. International transportation costs to and from LA (departure and arrival from Beijing/Shanghai/Shenzhen/Hong Kong, you can use a third-party service or ASEEDER's unified service; please confirm with the ASEEDER teacher before purchasing tickets);
2. Visa and visa service fee (optional)(ASEEDER's VIP visa service promises that if the visa is refused for reasons other than the client's own, the visa service fee will be fully refunded or the client will have the right to a second visa application free of the service fee, and the program fee will also be fully refunded);
3. Lunch and dinner during the program.
