NYU Stern School of Business

Undergraduate College

MKTG-UB.0001.001 (C55.0001): INTRO TO MARKETING

Summer 2011

Instructor Details

Course Meetings

MW, 6:00pm to 8:55pm

Tisch T-UC19

Final Exam:

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


Important Information

Instructor               Tingting Fan

                                    Office:  Tisch 9-21

                                    Phone: (212) 998-0538

                                                E-mail: tfan@stern.nyu.edu

Office Hours            Monday and Wednesday 4:50 – 5:50 pm or by appointment



Course Website       The site is available through Blackboard at http://newclasses.nyu.edu  (don’t use a “www” prefix). The site will contain useful material including: PowerPoint slides from class lectures, syllabus, assignment guidelines, and other fun and useful things!

Important Dates

Personal Information Form (see last page)       May 20

Marketing Puzzles                                              June 1, June 13

Mid-Term Exam                                                June 8

Case Submissions                                              June 6, June 15

Marketing Research Experiments                      TBA

Quantitative Assignment                                   June 22

Final Exam                                                         June 29


Required Course Materials

Required Text          Kerin, Roger A.; Hartley, Steven W.; Rudelius, William, Marketing, 10th Edition, Irwin/McGraw-Hill.  2011. ISBN-13: 9780073529936.

            I reserve two copies of the 10th Edition book from NYU library under my name and course MKTG-UB 1


Required Coursepack

            We will use two cases in the course. The coursepack can be ordered at NYU bookstore with course #. The bookstore will give you a key code to access the digital coursepack, which is available at http://www.xanedu.com 


Course Description and Learning Goals

This course is designed to introduce you to the concepts and skills essential in marketing strategy. Marketing strategy involves two basic sets of activities. The first set starts with identifying consumer needs and ends with positioning a product or service to satisfy those needs and differentiate it from competition. In between, there is rigorous analysis of the customer, the competition, the environment, and the company’s own capabilities. The second set of activities revolves around the “marketing mix”, commonly referred to as the 4 P’s (product, placement, price and promotion). Marketing mix activities include: letting the consumer know about the product in an attention-getting, convincing and motivating way, getting it to the consumer through the best combination of distribution channels, pricing it effectively, and offering incentives to try, purchase, and re-purchase. Effective marketing strategy requires the firm to create a marketing mix in which all elements work well and work well with each other. Failure to do so may result in the failure of the product. Understanding marketing strategy is essential for success in number of fields, those within and outside of the traditional scope of marketing.


Course Objectives

In this course, you will be introduced to the principles underlying these activities and given opportunities to try your hand at analyzing markets and formulating strategy. The more specific objectives are:

To integrate marketing knowledge with other areas in business.


Professional Responsibilities For This Course

Class Format and Preparation

Class meetings will revolve around lectures, video presentations, case discussions and exercises. In order to get the most out of class sessions, it is important that you prepare for each class and actively participate in discussions and exercises.


In each class, the lecture and discussion will expand on concepts covered in the assigned reading, explore their implications, and examine how they affect us professionally and personally. It is strongly suggested that that you read the relevant chapter(s) before coming to class. The lectures and case discussions are based on the assumption that you are familiar with the material from the reading and will serve to supplement the basic theory introduced in the text. Notes for each lecture will be posted on the class website at least two days prior to the day they will be discussed. You may find it helpful to print out a set for note taking purposes.  



I would encourage you to be present in all classes because I believe that the classroom is a space for dialogue and it is not possible to have thought provoking discussions if there is no one present with whom to share ideas. Be assured that if you are absent I will miss you, and your point of view, in the class. If you know in advance that you will be absent, please send me an e-mail to let me know. Chronic, unexcused absences will negatively impact your class participation score.


Classroom Etiquette

Out of respect for the other students in our class, it is important that each of us focus our full attention on the class, for the entire class period. Please be mindful of the following guidelines:

•   Arrive to class on time, being certain to leave yourself enough time to get situated before class begins. Although you may believe that no one notices your arrival, some students find latecomers extremely distracting. You will not be penalized for rare, unavoidable tardiness; however, if tardiness becomes chronic it will be reflected in your class participation score.

•   Once you are in your seat, leave the class only when absolutely necessary. This will go a long way in reducing classroom disturbances.

•   Please turn off your cell phone, Blackberry, and any other communication devices. Do NOT use your laptop. Many Stern students have mentioned that they are distracted by other students using laptops during class or sending and receiving SMS messages on their cell phones.


Assessment Components

1. Class Participation                                      15%

2. Case Analyses                                            20%

3.Exams                                                         40%

4.Quantitative Assignment                            10%

5. Marketing Puzzles                                      10%

6. Marketing Research Assignment                5%


Course Components

The course uses a combination of lectures, class discussion, recent press articles, case studies, assignments and exams, as follows:

1. Class Participation – 15%

Every session of the course will involve interaction in the form of class discussion. We will learn a great deal from each other by drawing on experiences, viewpoints, and opinions, which are unique to each individual. Participation will be monitored and credit will be given based on the QUALITY of your participation in the course. You don’t have to speak very frequently or in every class to earn the highest possible class participation grade. It is what you say and how it contributes to the class discussion that matters, not how much you say or how often you say something! The following are some guidelines for what is considered quality participation:

• Comments that add to our understanding of the situation.

• Comments that go beyond simple repetition of the facts.

• Displaying an understanding of the theories and concepts.

• Presenting ideas in a concise and convincing fashion.

• Most important—the points made are relevant to the discussion!

Some of you may be uncomfortable speaking in a large group setting. However, presenting your views in a group discussion is an essential management skill, and we can all benefit from practice. I will attempt to provide you an opportunities and an environment in which you can comfortably contribute to a class discussion. These opportunities may come in the form of in-class exercises or discussion questions that I pose to you directly.

Your class participation grades will also come from your class attendance. Whenever you know in advance that you will be absent, please let me know. If you miss class due to a pressing emergency, please provide me with the necessary documentation to excuse your absence. In either case, be sure to obtain copies of notes from your classmates to insure that you do not miss any important material.

2. Case Studies (Starbucks and IKEA)– 20%

We will use twocases in the course. These are a required part of the course, and are contained in thecourse case packet at the bookstore:

a. Starbucks: Delivering Customer Service(10%)

b. IKEA Invades America  (10%)


You are expected to prepare carefully for the two cases and be ready to discuss them in class. Assignment questions relevant to this case are posted on the class website. You will also submit individual written assignments for these cases. We will use cases to focus on identifying marketing problems, introducing marketing concepts and skills that can help solve these problems, and applying these concepts and skills to recommend a course of action. There is no “right” answer to a case, but some answers provide a more thoughtful approach to the problem at hand. The strength of the reasoning and analysis used to develop your recommendations are just as important as the recommendations themselves.

In addition to the content, written assignments will be graded on writing quality. It is important in business writing to be clear, direct, and persuasive. The overall impression is also very important. Spelling errors, sloppy formats, poor grammar, etc., give the impression of sloppy thinking, carelessness, and lack of regard for your ideas and the assignment. If you believe that you would benefit from some assistance, there are resources available to you. Good options within NYU are the Writing Center (411 Lafayette, 212-998-8866, http://www.nyu.edu/cas/ewp/html/writing_center.html)

Guidelines for the case analysis:

A good analysis should consider:

•   What are the important problems confronting this firm? This includes anticipating problems before they occur so the firm can take steps to prevent them, as well as identifying existing problems.

•   What information is available in the case that is useful in addressing these problems?

•   What are the different solutions to these problems? What are the strengths and weaknesses of each solution?

•   Which solution would you choose, and why is it better than the others?

•   How can this solution be implemented?


•12 point font

•Double spaced

•One inch margins

•Seven page max, including tables, charts and cover page

3. Exams – 40%

There will be a midterm and a final exam covering material from the class sessions and textbook.  Both exams areclosed-book and closed notes.  The midtermwill usually consist of multiple choice and short answer type questions.  The final exam will consist of multiple choice, short response and essay questions. The midterm counts for 20% of your final grade and will cover all the topics covered up to that point.  The final exam is cumulative, covering topics from the entire course and will account for 20% of your final grade.Sample exam questions will be posted on the Blackboard one week before the exam.

4. Quantitative Assignment – 10%

This assignment gives you a chance to use basic quantitative analysis in Marketing to analyze afirm’s operations. Quantitative concepts are important in marketing, and also are the basic “language” usedto analyze a firm’s revenues and marketing expenditures.  This assignmentis posted on the Blackboard.

5. Marketing Puzzles- 10%

As a consumer, you experience and observe marketing activities everyday. Some marketing phenomena, if you think about them deeply, are in fact very interestingly puzzling to consumers and/or marketers. For example, why do drug stores (such as Rite Aid) place their store brand (i.e., private label) facial cream products right next to the national brands (such as L'Oreal)? Will this hurt both the store brand and the national brand, or hurt one but benefit the other, or be a win-win?  Another example, it is a common sense that a company prefers to monopolize a market rather than put itself in a heavily competitive market. However, contrary to this common sense, most jewelry/diamond companies in New York City locate their retail stores along the 47th Street between 5 and 6 Avenue. Why this happens and what are reasons for such location management? Don’t these jewelry/diamond companies prefer monopoly and try to avoid competitions?

The ‘Marketing Puzzles’ assignment gives you a chance to show the sharpness of your observations and thoughts. You are asked to come up with two marketing phenomena which in your opinions are puzzling but important to consumers and/or marketers, describe the phenomena, and provide reasonable explanations for the phenomena. We will (try to) discuss everyone’s puzzle in class. So be ready to discuss your work and defend your opinions in class.

The first marketing puzzle assignment is due on June 1 and the second one is due on June 13. Each marketing puzzle assignment will take up 5% of the final grade. A sample of “marketing puzzle” is provided on the Blackboard.

Your ‘marketing puzzle’ assignment will be graded on the follows:

a: how well you describe the marketing puzzle? --- The phenomenon should be concrete, specific, real, and interesting so that your classmates can visualize what you are talking about and would like to exchange ideas with you (better with real products/brands examples).  

b: why you think the marketing phenomenon is puzzling? --- The phenomenon should involve something that an ordinary person will feel counter-intuitive or/and surprised. It could be something counter –intuitive, or contrary to theories, or contrary to the industry trend/norms.   

c: why you think this issue is important to consumers and/or marketers?---- The issue should be of managerial importance to marketers and/or consumers, otherwise why waste time thinking so hard about it?  

d: how sharp and logical you thoughts are for the puzzle? ---- You are expected to provide reasonable explanations for the puzzle (e.g., why it exists and in what condition it may not exist).    

e: formatting: one page max,12 point font, double spaced, and one inch margins.

6. Marketing Research Assignment – 5%

The Marketing Research Assignment consists of two options (you choose one) and is designed to enrich your understanding of the value of research to the formulation of a sound marketing strategy.

Option 1: Subject Pool Participation(dates and location TBA)The first option is participation in the Marketing Department Subject Pool. This gives you an opportunity to be part of marketing research in action and later evaluate it with the advantage of firsthand experience.  With this option, you will be a subject (participant) in one or twoexperiments(up toan hour each) currently being conducted by Marketing Department faculty. (Note that while the people running the studies are usually Ph.D. students, they are conducting the research for or with members of the Marketing Department faculty, who supervise them closely.) Once these studies are finished, you will receive written debriefings on each.  It is also likely that we will discuss the purpose, design, implications, etc., of at least one of these studies in class as an example of what can be learned about consumers through research.

Participation in the Subject Pool is easy and enjoyable, for most students.  All you have to do is show up at the assigned time and follow instructions.  I will announce the schedule for each experiment, and describe the sign-up procedure, as soon as it becomes available.

Option 2: Case Analysis (TiVo in 2002: Consumer Behavior).The case is atcoursepack. Questions relevant to the case will be posted in the Blackboard. You are expected to submit your individual write-up for the case in threepages (no cover sheets please), before the June 29 class.



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.


Stern Policies

General Course Policies

Students often ask about course policies in a number of areas, such as keeping current with the class, missed exams and quizzes, regrading, and the honor code. These are very important for you to know and observe. Please read the following very carefully. Please also be sure to read the Stern School policies that affect all Stern classes, athttp://w4.stern.nyu.edu/academic/affairs/policies.cfm?doc_id=7511

The following grade distribution guidelines have been adopted by the Stern faculty for core

courses in the Stern Undergraduate College. These guidelines help insure that the distribution of

grades is similar across all core classes.

A or A- 25% - 35% Earned for excellent work

B+, B, or B- 50% - 70% Earned for good or very good work

C+ or below 5% - 15% Earned for adequate or below

Mid Term and Final Exams

Inform me in writing (e-mail is fine) of any legitimate conflicts at least one week in advance.  If I do not receive written notice at least one week before the exam, you will not be given an opportunity to take it at another time.

If you miss an exam due to illness or injury, a make up will not be scheduled for you unless I receive a letter from your doctor (on letterhead) indicating the date and time of the medical problem that prevented you from taking the test. You are responsible for contacting me concerning the missed exam as soon as possible, preferably before the exam.  If you are unable to take a make up exam before the next class session, your doctor’s letter must also indicate the date through which your medical incapacity extended.  If you have a letter from your doctor, I will give you a substitute exam that is as similar in scope and difficulty level to the original exam as possible.

Grade Rebuttals

If you feel that a calculation or judgment error has been made in the grading of a quiz or the exam, please write a note describing the error and give it to me (in class or in my mailbox) with the original graded document.  If it’s a judgment issue, you should also include documentation in support of your opinion (e.g. a photocopied page from the textbook with the relevant information highlighted).  I will get back to you as quickly as possible with an answer (ideally, by the next class session).  Please note that any request for reassessment of a grade usually results in a review of the ENTIRE assignment or exam.  This means that if errors are detected in the grading of other sections, they will also be corrected, whether they are in your favor or not.  Students have one week from the date an assignment/exam is returned to submit a grade rebuttal—after one week, no rebuttals will be accepted.

PLEASE NOTE:  I will not discuss or consider changing the grade on any assignment that has not first been submitted as a formal, written rebuttal. If you go through the rebuttal process, but are still unsatisfied with the outcome, you may then make an appointment to see me so that we can discuss the issue further.There are absolutely no exceptions to this policy.


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.


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.


Course Outline


MKTG-UB 1, Class# 1233, Summer 2011








Readings, Assignments & Particulars

(Do the assigned readings BEFORE class)



M, 5/23


Overview of Marketing

Course Introduction



Chapters 1, 2, and 3

Due (May 20): Personal Information Form (last page)


W, 5/25

Consumer Behavior

Chapters 5 and 6


M, 5/30

No Class (Memorial Day)


W, 6/1

Segmenting, Positioning, and Forecasting Markets  


Chapter 4, 8, and 9

Due: First Marketing Puzzle

M, 6/6


Starbucks Case Discussion

Conducting & Using Marketing Research

Chapter 7

Due: Starbucks Case Analysis


W, 6/8

Mid-Term Exam

Services Marketing

Chapter 12


M, 6/13

Pricing Decisions


Chapter 13 and 14

Due: Second Marketing Puzzle

W, 6/15

IKEA Case Discussion

Product Development  


Chapters 10 and 11

Due: IKEA Case Analysis 


M, 6/20

Packaging, Distribution, and Retailing


Chapters 15, 16, and 17


W, 6/22

Advertising & Promotions

Chapters 18 and 19

Due: Quantitative Assignment


M, 6/27

Course Summary and Conclusion

Integrated Marketing

Chapters 18, 19



Recording of Classes

Your class may be recorded for educational purposes


Personal Information Form

Due: May 20

Email it to Tingting Fan: tfan@stern.nyu.edu


Your Name:

Name you prefer to be called:




Year in school:

Preferred email:

Phone # :












1) What are your expectations for this course?



2) Briefly, what are your 5 and10-year career goals? What fields and/or industries most interest you?





3) What is your current or recent work experience?



4)  What are you doing this May and Juneother than taking this course (working, takingother courses, relaxing, traveling, etc.)?



5) We will discuss a lot of brands in class. List 5 to 10 brand names that you wish to be discussed in class.



6) Tell me something else about yourself that is important to you and/or makes you unique (your interests, hobbies, background, talents, collections, etc.)



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