NYU Stern School of Business

Undergraduate College

MKTG-UB.0001.009 (C55.0001): INTRO TO MARKETING

Fall 2012

Instructor Details

Bonezzi, Andrea


By appointment

Tisch 905


Course Meetings

TR, 2:00pm to 3:15pm

Tisch T-UC21

Final Exam: Wed, Dec. 19, 10am-11:50am


Course Description and Learning Goals

Marketing as a business discipline is highly misunderstood. People often think of marketing in terms of highly visible, specialized, tactical activities, such as advertising, promotions and sales. That is simply wrong. Marketing is much more than specialized tactics. Marketing is the art and science of managing value, a process that entails analytical, strategic and tactical activities. In the words of Peter Drucker, one of the most widely influential thinkers and writers on the subject of management theory and practice:

Marketing is the unique, central function of the business enterprise.

This course will provide you with a sound framework to understand marketing as a value management process. The course involves a mix of lectures and case-based discussions, that will teach you an analytical approach to understanding, identifying and creating value. To this end, you will learn how to (1) analyze the environment in which a company operates, (2) develop a marketing strategy, and (3) design actionable marketing tactics.

In this course you will:
- Familiarize yourself with the key concepts, analyses, and activities that comprise marketing as a value management process
- Learn how to think critically about marketing problems and plan marketing actions
- Sharpen your leadership, analytical and communication skills
- Build a solid foundation for courses in other departments and advanced electives in Marketing


Course Outline





Class Preparation



TU – Sept. 4


Chapter: 1

Information Form


TH – Sept. 6

Marketing Math

Note: Marketing Math



TU – Sept. 11

The Marketing Environment

Chapter 2-3

Quantitative Analysis


TH – Sept. 13

Customer Equity




TU – Sept. 18

Consumer Decision Making

Chapter: 5



TH – Sept. 20

Case Discussion: Dry Clean Express

Case: Dry Clean Express

Case Memo


TU – Sept. 25

Organizational Decision Making

Chapter: 6



TH – Sept. 27

Case Discussion: Universal Press

Case: Universal Press

Case Memo


TU – Oct. 2

Marketing Research

Chapter: 8



TH – Oct. 4

Marketing Research

Chapter: 8



TU – Oct. 9

No class in lieu of Guest Speaker #1




TH – Oct. 11

Quiz 1


Prepare for Exam


TU – Oct. 16

No class




TH – Oct. 18

Identifying target Customers

Chapter: 9



TU – Oct. 23

Developing a Value Proposition

Chapter: 9



TH – Oct. 25

Case Discussion: Calyx Flowers

Case: Calyx Flowers

Group Case Write-up


TU – Oct. 30


Chapter: 10-11



TH – Nov. 1


Chapter: 13-14



TU – Nov. 6


Chapter: 18-19-20



TH – Nov. 8


Chapter: 15-16



TU – Nov. 13

Case Discussion: Levi’s

Case: Levi’s

Case Memo


TH – Nov. 15

No class in lieu of Guest Speaker #2




TU – Nov. 20

Quiz 2


Prepare for Exam


TH – Nov. 22

No class




TU – Nov. 27


Note: Understanding Branding



TH – Nov. 29

International Marketing / Ethics

Chapter: 7



TU – Dec. 4

Case Discussion: Unilever in Brazil

Case: Unilever in Brazil

Individual Case Write-up


TH – Dec. 6

Marketing Yourself




TU – Dec. 11

Course Summary and Review




TH – Dec. 13

No class in lieu of Guest Speaker #3




Required Course Materials


Marketing- 11th Edition
R. Kerin, S. Hartley & W. Rudelius,

The eleventh edition is the latest edition. The NYU Bookstore is selling the regular hardback version of the textbook. McGraw-Hill also sells a loose-leaf version that you can put in your own binder, and an eBook version, which have lower prices. The eBook version allows you to search the entire book, print out pages you need, and highlight, make notes, and share them with your classmates. You can get information about the eBook at www.coursesmart.com, www.textbooks.vitalsource.com, or www.inkling.com



The course pack is available from the NYU bookstore and contains two notes and four cases.


Assessment Components

In Class Exams:
Quiz 1 - 12.5%
Quiz 2 - 12.5%
Final Exam - 25%

Home Assignments:
Quantitative Analysis Exercise - 5%
Group Case Analysis - 10%
Individual Case Analysis - 15%

Class Participation - 15%

Marketing Research Assignment - 5%


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.



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.



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



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:




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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