Steve Westberg, Ph.D.
B.S. in Business Administration, U.C. Berkeley
M.S. and Ph.D. in Marketing Science, University of Texas
Dr. Steve Westberg has been teaching marketing and consumer psychology courses to graduate and undergraduate students for about 25 years, in parallel to his professional career as a marketing research and strategy consultant. He is an expert in both quantitative and qualitative research methods with experience in consulting and client-side positions in marketing research.
Academically, Dr. Westberg is Associate Professor of the Practice of Psychology in our MAPP program. He began teaching in MAPP in 2011 as the PSYC505 Research Methods instructor and then transitioned to PSYC552 Consumer Psychology and PSYC550B. He also works closely with students for treatise and with our veteran students. He is a Lieutenant Commander in the U.S. Navy. Prior to USC, Steve taught at UC Riverside, Cal State Fullerton, and UCLA.
Professionally, Dr. Westberg has been a partner and Executive Vice President at Hiner & Partners, Inc. a marketing diagnostics and strategy consultancy with clients in utilities, insurance, health care, and financial services. Previously, he was Manager of Market Research at Southern California Edison (SCE), responsible for all marketing research including customer satisfaction and value analysis, segmentation, new program and rate development, and communications. Prior to joining SCE, Steve was a Senior Research Executive for Wirthlin Worldwide, where he helped to establish one of the first research groups dedicated to applications of Means-End theory and benefits-based research.
Dr. Westberg teaches Consumer Psychology and Proseminar in our program.