NYU Stern School of Business

Undergraduate College

MKTG-UB.0001.011 (C55.0001): INTRO TO MARKETING

Fall 2012

Instructor Details

Jacoby, Jacob

jjacoby@stern.nyu.edu

212-998-0515

By appointment

Tisch 909

 

Course Meetings

MW, 2:00pm to 3:15pm

Tisch T-UC04


Final Exam:

Schedule exceptions
    Class will not meet on:
    Class will meet on:

 

Course Description and Learning Goals

Some peopleconsider "marketing"to beadvertising–ahighlyvisibleactivitybywhichorganizations trytopersuadeconsumerstobuyproductsandservices.However,marketingisconsiderably morethan advertisingandeventhemostskillfulmarketingcannotmakeconsumersbuythingsthatthey don'twant.

 

Marketinginvolvestwobasicsetsofactivities.Thefirstsetstartswithidentifyingconsumer needs andendswithpositioningtheproductorservicetosatisfythoseneedsanddifferentiateit fromcompetition.Inbetween,rigorousanalysisofthecompetition,thecustomer,the environment,andthecompany’sowncapabilitiesarerequired.Thesecondsetofactivities revolvesaroundthe“marketingmix”–lettingtheconsumerknowabouttheproductinan attention-getting,convincing,andmotivatingway,gettingit totheconsumerthroughthebest combinationofdistributionchannels,pricingit effectively,andofferingincentivestotry, purchase,andre-purchasethe product or service.Atanypointalongtheway,failuretogetoneoftheseactivities rightcanresultinthefailureoftheproduct.Positioningisthekeytoproductsuccess,butevena perfectproductwithbrilliantpositioningwon’tlastlongifitsbenefitsarenotclearly communicatedtotherightpeople,ifitspriceistoohighortoolow,ifit issoldthroughthe wrongretailers,ordisplayedpoorly.

 

Inthiscourse,youwillbeintroducedtotheprinciplesunderlyingtheseactivitiesandgiven opportunitiestotryyourhandatanalyzingmarketsandformulatingstrategy.Theobjectivesof thiscourseareto:

1.  Introduceyoutotheconcepts,analyses,and activitiesthatcomprisemarketingmanagement,

2.  Helpyousharpenyouranalyticalskillsandshowyouhowtousethemtoassessandsolve marketingproblems,

3.  Giveyouanopportunitytorefineyouroralandwrittencommunicationskills,and

4.  ProvideafoundationforadvancedelectivesinMarketing and coursesinotherdepartments.

 

Course Outline

COURSESCHEDULE:C55.0001,INTRODUCTIONTOMARKETING-Fall2012

Prof.Jacob Jacoby

 

Session

Date

Topic

Readings,Assignments&Details

1

W,Sept.  5

CourseIntroduction&Overview

Chapter1

2

M,Sept.10

MarketingStrategy MarketingMath

Chapter2

Noteonlow-techMarketingMath

3

W,Sept.12

The Marketing  Environment

 

Chapter3

Due:InformationForms

 

 

4

M,Sept.17

MarketingEthics

Chapter4

5

W,Sept.19

Lay People as Consumers

Chapter5

 Due:MarketingMath

6

M,Sept.24

Organizations as Consumers

Chapter6

7

W,Sept.26

No classinlieuofGuestSpeaker#1

 

 

8

M,Oct.  1

CaseDiscussion:   Mediquip

 

Case:Mediquip

 

9

W,Oct.  3

Marketing Research

 

Chapter8

10

M,Oct.   8

Segmentation,Targeting,Positioning

Chapter9

11

W,Oct.10

QUIZ1

Covers Ch 1-8

 

M,Oct.15

No class according to Stern calendar

 

12

W,Oct.17

Products: Developing New

Chapter10

13

M,Oct.22

Products: Marketing Established

Chapter11

14

W,Oct.24

Products: Services as

Chapter12

15

M,Oct.29

Price: Foundations

Chapter13

16

W,Oct.31

Price: Setting

Chapter14

17

M,Nov.  5

WrittenCaseAssignment#1 (groupcase)

Case:TBD

18

W,Nov.  7

Place: Distribution Channels

Chapter15

19

M,Nov.12

Place: Retailing

Chapter16

20

W,Nov.14

Promotion: Integrated Marketing

 

Chapter17

21

M,Nov.19

QUIZ2

   Covers Ch 9 -16

22

W,Nov.21

No ClassinlieuofGuestSpeaker#2

 

23

M,Nov.26

CaseDiscussion:TBD

Case:TBD

24

W,Nov.28

Promotion: Advertising

Chapter18

25

M,Dec.  3

WrittenCaseAssignment#2 due.

Must bedone individually

  Case: TBD

26

W,Dec.  5

Promotion: Social Media

Chapter19

27

M,Dec.10

Promotion: Personal Selling

Chapter20

28

W,Dec.12

No classinlieuofGuestSpeaker#3

 

 

 

GuestSpeaker#1:TBD

PaulsonAuditorium@12:40pm

 

 

GuestSpeaker#2:TBD

PaulsonAuditorium@12:40pm

 

8

 

GuestSpeaker#3:TBD

PaulsonAuditorium@12:40pm

                                                                  TBD = To Be Determined

 

8

M, Dec 17

FINAL EXAM

 

 

Required Course Materials

RequiredText:        R.Kerin,S.Hartley&W.Rudelius,Marketing,11th edition,Irwin/McGraw- Hill.Makesureyougetthe11th edition.

 

NOTE:TheNYUbookstoreissellingtheregularhardcoverversionofthe textbook.McGraw-Hillalsosellsa loose-leafversionandanebookversionfor lowerprices.Theebookversionallowsyouto searchtheentirebook,printout pagesyouneed,andhighlight,makenotes,andsharethemwithyourclassmates ToaccesstheeBookonlineyoucango towww.CourseSmart.comTo download theebookgo to http://textbooks.vitalsource.com.

 

OtherReadings:  Inadditiontothetext,thereisacasepack describedlaterinthesyllabus that isavailablefromtheNYU bookstore.   Insomeclasseswewill discussexamplesfromarticlesthathaveappearedinthepopularand businesspress,suchastheWallStreetJournal,NewYorkTimes,etc. Thesehelpcreateaninterestingclassdiscussionandshowhow marketingconceptsaffectcurrentevents.Whenpossible,wewill lookatanimageofthesearticlesinPowerPointinclass.Youcan getany oftheNewYorkTimesarticlesforfreeontheTimes’website.Youcan alsoobtainarticlesformostpublicationsfromtheNYUVirtualBusiness Library,athttp://library.nyu.edu/vbl/.Justclick “Journals/Newspapers/E-Books” ontheleftofthehomepage.Ifyouare takingSterncourses,takethetimetolearnhowtousethe VBL.

 

Assessment Components

D.GRADINGCOMPONENTS&WEIGHTS

 

Thegradecomponentsandtheassociatedweightsareasfollows:

 

A.

Exams

 

50%

 

2quizzes(12.5%each):

25%

 

Finalexam(cumulative):

25%

 

B.

ClassParticipation/Contribution

 

15%

C.WrittenCaseAnalyses                                                      25%

Groupcase                                          12.5% Individualcase                                                            12.5%

D.QuantitativeExercise                                                          5%

E.MarketingResearchAssignment/SubjectPool                   5%

100%

 

Group Projects

Guidelines for Group Projects

Business activities involve group effort. Consequently, learning how to work effectively in a group is a critical part of your business education.

Every member is expected to carry an equal share of the group’s workload. As such, it is in your interest to be involved in all aspects of the project. Even if you divide the work rather than work on each piece together, you are still responsible for each part. The group project will be graded as a whole:   its different components will not be graded separately. Your exams may contain questions that are based on aspects of your group projects.

It is recommended that each group establish ground rules early in the process to facilitate your joint work including a problem-solving process for handling conflicts. In the infrequent case where you believe that a group member is not carrying out his or her fair share of work, you are urged not to permit problems to develop to a point where they become serious. If you cannot resolve conflicts internally after your best efforts, they should be brought to my attention and I will work with you to find a resolution.

You will be asked to complete a peer evaluation form to evaluate the contribution of each of your group members (including your own contribution) at the conclusion of each project. If there is consensus that a group member did not contribute a fair share of work to the project, I will consider this feedback during grading.

 

Grading

At NYU Stern we seek to teach challenging courses that allow students to demonstrate their mastery of the subject matter.  In general, students in undergraduate core courses can expect a grading distribution where: 

Note that while the School uses these ranges as a guide, the actual distribution for this course and your own grade will depend upon how well you actually perform in this course.

 

Re-Grading

The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.

If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.

 

Professional Responsibilities For This Course

Attendance

 
Participation

In-class contribution is a significant part of your grade and an important part of our shared learning experience. Your active participation helps me to evaluate your overall performance.
You can excel in this area if you come to class on time and contribute to the course by:

 

Assignments

 

Classroom Norms

 

Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 

 

Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission. 

 

Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.

 

Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.

 

Recording of Classes

Your class may be recorded for educational purposes

 

Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.

 

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