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    Know Your Customer, Spot the Trend, Tell the Story
    In-person Program

    Know Your Customer, Spot the Trend, Tell the Story

    by USC Pre-College

    Study how demographics shape marketing and sales, then turn customer data into a team go-to-market plan, final report and presentation.

    Last verified: 5 Oct 2026Reviewed by:BSBen Stacy

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    Know Your Customer Spot the Trend Tell the Story at a glance: cost, dates and eligibility

    Current status

    Upcoming

    Eligibility

    High school; completed ninth grade

    Age range / Year group

    Ages 15-18

    Location / Region

    Los Angeles, California, United States

    Cost

    $8,130; $11,570; $12,208

    Duration

    4 weeks

    Format

    In-person

    Next session

    21 June-15 July 2027

    Save program
    Business & EconomicsSocial Sciences
    Accommodation: Shared university residence-hall rooms
    Meals: Residential: three dining-hall meals daily
    Campus experience: Libraries, computer labs and supervised activities
    Credit / Outcome: Three units of university elective credit
    Tutors / Faculty: USC faculty and experienced academic professionals
    Instruction / Cadence: 5-6 instructional hours daily
    Main deliverable: Final report and team presentation

    Know Your Customer Spot the Trend Tell the Story summary

    USC's marketing course connects demographic trends to customer behavior, marketing messages and sales strategy.

    You investigate population data, build customer personas and work with teammates on a product's go-to-market plan, final report and presentation.

    It suits students who enjoy both analytical thinking and explaining ideas to an audience.

    What is Know Your Customer, Spot the Trend, Tell the Story?

    Know Your Customer, Spot the Trend, Tell the Story is a USC Pre-College course about using demographics to make better marketing and sales decisions. Students explore Demography, Marketing, Sales, Business analytics, Audience segmentation and Storytelling through hands-on work with a product.

    The course moves from understanding population patterns to building customer personas and developing a persuasive business story. Students work in teams and finish with a report and presentation explaining their product, target customer and go-to-market plan.

    Why Succeed highlights Know Your Customer Spot the Trend Tell the Story

    • The curriculum connects population data to concrete customer and business decisions.

    • A neighborhood scavenger hunt gives demographic analysis a practical starting point.

    • The final report and presentation make students explain how their research supports a marketing strategy.

    • Teamwork and public speaking are built into the course rather than treated as optional extras.

    • Successful completion earns university elective credit.

    Who is Know Your Customer Spot the Trend Tell the Story for?

    Best for

    Students curious about why people buy who want to combine data analysis, customer research and persuasive presentation.

    Not ideal if

    You want a lightly scheduled summer activity or prefer working entirely alone; the course involves substantial daily instruction and teamwork.

    Is Know Your Customer Spot the Trend Tell the Story worth it?

    This course offers a useful way to test whether marketing interests you beyond advertising alone. Its strongest feature is the connection between customer data, a practical strategy and a presentation that requires you to defend your thinking.

    The financial and time commitments make subject fit especially important. College credit adds a concrete outcome, but transfer acceptance varies and participation does not guarantee university admission.

    Sean, founder of Succeed

    Sean

    Founder, Succeed

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    20 minutes · No obligation to enrol

    A practical overview of cost, accommodation, meals, dates and provider details to review before deciding.

    Cost and what is included

    $8,130; $11,570; $12,208; includes Course instruction and three elective credits upon successful completion., Textbooks, requested course materials and academic field trips., On-campus social activities and off-campus recreational trips., Student health-center access., Residential packages: shared residence-hall room and stated meal plan., International estimate: I-20 administration and required student health insurance..

    Accommodation

    Shared university residence-hall rooms

    Meals

    Residential: three dining-hall meals daily

    Supervision or safety information

    Residential advisors live in the halls and are available at all times. USC provides 24/7 public safety patrols, controlled hall access and a nightly curfew.

    Provider details

    Review the USC Pre-College provider page and official sources before making a final decision.

    Dates and logistics

    4 weeks; Los Angeles, California, United States.

    What to check before committing

    Confirm current dates, payment terms, travel arrangements, cancellation rules and what is included with the provider.

    Compare this program with similar options before deciding on dates, cost, format and fit.

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    How much preparation does Know Your Customer Spot the Trend Tell the Story need?

    Effort level

    High, with 5-6 instructional hours per day.

    Best started

    Begin essay, recommendation and transcript planning when November's application information arrives; allow several weeks for documents and longer for international travel.

    Main challenge

    Turning demographic observations into a convincing customer strategy.

    Typical preparation

    • Practice explaining one customer trend using a simple chart and a clear conclusion.

    • Ask a teacher, counselor or mentor about a recommendation and arrange school transcript access.

    • Plan for a laptop, the listed software requirements and presentation clothing.

    • Discuss accommodation, travel and the full budget with your family before committing.

    Useful if

    You want to test your interest in marketing through practical analytical work.

    What do students do on Know Your Customer Spot the Trend Tell the Story?

    You move from investigating who customers are to explaining how a product should reach them. The work combines demographic research, customer personas, marketing storytelling and a final team project.

    Step-by-step process

    1. 1

      Explore demographic patterns through a real-world “Know Your Zip” scavenger hunt.

    2. 2

      Group customers by their priorities and build a detailed persona.

    3. 3

      Translate marketing and sales data into an actionable message and strategy.

    4. 4

      Develop a team go-to-market plan for your product.

    5. 5

      Produce a final report and present your customer, plan and story.

    Know Your Customer Spot the Trend Tell the Story dates and deadlines

    Summer 2026 domestic application deadline

    8 May 2026

    Past

    Summer 2026 international application deadline

    13 March 2026

    Past

    Summer 2026 domestic

    22 June-17 July 2026

    Domestic application deadline; program ran 22 June-17 July 2026.

    Past

    Summer 2026 international

    22 June-17 July 2026

    International application deadline; program ran 22 June-17 July 2026.

    Past

    Summer 2027

    21 June-15 July 2027

    USC Summer Programs calendar; application information expected in November.

    Upcoming

    Eligibility and requirements

    • High school students who have completed at least ninth grade.

    • Applicants should pursue a rigorous high school curriculum.

    • Domestic and international students may apply.

    • Full class attendance is required; late arrivals cannot be accommodated.

    • International applicants need accepted English-proficiency evidence or a waiver.

    • International students and domestic students living abroad must reside on campus.

    • Commuters live with parents or guardians in Los Angeles or Orange County.

    How much does Know Your Customer Spot the Trend Tell the Story cost?

    Application fee

    $85 — Nonrefundable; paid separately.

    Funding or discounts

    • Domestic commuter: $8,130 — 2026 estimated total.
    • Domestic residential: $11,570 — 2026 estimated total including room and board.
    • International residential: $12,208 — 2026 estimated USC total.
    • Deposit: $1,000 — Nonrefundable; credited toward the program total.
    • Financial aid: Not offered

    What's included

    Course instruction and three elective credits upon successful completion., Textbooks, requested course materials and academic field trips., On-campus social activities and off-campus recreational trips., Student health-center access., Residential packages: shared residence-hall room and stated meal plan., International estimate: I-20 administration and required student health insurance.

    How to apply to Know Your Customer Spot the Trend Tell the Story

    1. 1

      Create an account or log in to the official USC Summer Programs application portal.

    2. 2

      Select your course preferences; you can repeat this course for all three choices.

    3. 3

      Write the required 300-500 word essay yourself.

    4. 4

      Request the online recommendation from a teacher, counselor or mentor.

    5. 5

      Ask a school official to upload your PDF high school transcript.

    6. 6

      Provide accepted English-proficiency evidence or a waiver if required.

    7. 7

      Pay the $85 application fee, complete every task and submit the application.

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    What does Know Your Customer Spot the Trend Tell the Story cover?

    The program covers the following focus areas.

    Demography, sales and marketing

    Investigate who customers are through population patterns and a neighborhood scavenger hunt.

    Customer segmentation and personas

    Group customers by their priorities and develop a detailed customer persona.

    Marketing and sales strategies

    Practice storytelling and translate data into a framework for business action.

    Leadership and final presentation

    Work in teams to present your product, target customer and go-to-market plan.

    Curriculum may be adjusted based on participant interests and current developments.

    What is a typical day on Know Your Customer Spot the Trend Tell the Story?

    A typical day during the program.

    Classes

    The general daily class window includes breaks and 5-6 instructional hours.

    Residential activities

    Residential advisors and staff supervise social, movie and game activities.

    Recreational trips

    Program excursions may visit local beaches, theme parks or sports events.

    Residential curfew

    Residents return to their assigned hall by 10 p.m. and observe lights out at 11:30 p.m.

    Who teaches on Know Your Customer Spot the Trend Tell the Story?

    USC Summer Programs courses are taught by USC faculty and experienced professionals from the university's academic community. Teaching combines lectures, interactive workshops and other course-specific activities.

    Where do students stay on Know Your Customer Spot the Trend Tell the Story?

    Residential plan

    • Shared residence-hall rooms: Students live in shared university rooms with gender-specific roommate and floormate assignments.
    • Residential meal plan: Room and board covers three daily dining-hall meals, with specific field-trip meal arrangements.
    • On-site support: Residential advisors live in the halls and are available at all times, alongside 24/7 campus patrols.
    • Supervised campus activities: Evening activities and weekend excursions complement academic attendance.

    Non-residential plan

    • Local commuter option: Eligible commuters live with a parent or legal guardian in Los Angeles or Orange County.
    • Activities and excursions: Commuters may join evening activities with parent permission and weekend excursions using program transportation.
    • Commuter dining: Commuters purchase meals separately; dining halls do not accept cash.

    Roommate requests cannot be accommodated. International participants and domestic participants living abroad must reside on campus.

    What happens after Know Your Customer Spot the Trend Tell the Story?

    After completing this program, participants often pursue:

    Complete a report and presentation explaining a product's customer strategy.

    Earn three units of university elective credit upon successful completion.

    Request an official graded transcript through the USC Registrar.

    Explore whether marketing and business suit your future studies.

    Develop faculty connections that may support a future recommendation.

    Recommendations are potential outcomes; participation does not guarantee university admission or credit transfer.

    Where does Know Your Customer Spot the Trend Tell the Story take place?

    The course takes place at USC in Los Angeles, with University Park Campus resources including libraries, computer labs and the student health center. Academic and recreational field trips use program transportation.

    International participants arrange their own travel; USC does not provide early-arrival or late-departure accommodation.

    Know Your Customer Spot the Trend Tell the Story FAQs

    Demography, Marketing, Sales, Business analytics, Audience segmentation and Storytelling. Activities connect population data to customer personas, marketing messages and sales pitches.

    A final report and presentation showcasing your product, customer segment and go-to-market plan. The final project is developed and presented in teams.

    Successful completion earns three units of university elective credit. Other colleges decide whether to accept those credits.

    Eligible local participants can commute while living with a parent or legal guardian in Los Angeles or Orange County. International participants and domestic participants living abroad must live on campus.

    Bring your own laptop and a ChatGPT subscription; ESRI is also listed as a requirement. Bring business casual clothing for field trips and business professional clothing for the final presentation.

    USC Summer Programs does not offer financial aid or assistance. The application fee cannot be waived.

    Residential advisors live in the halls and are available at all times. USC provides 24/7 public safety patrols, controlled hall access and a nightly curfew.

    No. Participation can help you explore an academic interest, but it does not guarantee admission to USC or its schools.

    Alternatives to Know Your Customer Spot the Trend Tell the Story

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    Students comparing marketing with other business interests

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    Ben Stacy

    Content reviewed by

    Ben Stacy

    Co-founder, Succeed | Former secondary teacher and educational leader

    Ben works at the intersection of education, technology and school adoption, with expertise in how secondary schools evaluate data-driven tools and how education technology is used in practice.

    View author page

    Sources & verification

    Source types reviewed

    • Summer Programs Application Management
    • USC Summer Programs Transcripts | USC Pre-College
    • USC Summer Programs Policies | USC Pre-College
    • USC Summer Programs FAQs | USC Pre-College
    • USC Summer Programs International Application | USC Pre-College
    • USC Summer Residential and Commuter Experience | USC Pre-College
    • USC Summer Programs Overview | USC Pre-College
    • USC Summer Programs Application and Admission | USC Pre-College
    • USC Summer Programs | USC Pre-College
    • Marketing Summer Program | USC Pre-College

    Succeed uses official provider information where available, but keeps this public page focused on comparison and planning inside Succeed.

    What we verified (on 5 Oct 2026)

    • Official course page checked

    • Application requirements reviewed

    • Historical deadlines verified

    • Published fee options compared

    • College credit terms reviewed

    • Residential safety policies reviewed

    How Succeed uses this information

    We use source material to verify core facts, then show older cycle dates as reference when a current cycle is not available. Always check current application instructions before applying.