NYU Stern School of Business

Undergraduate College

MKTG-UB.0001.003 (C55.0001): INTRO TO MARKETING

Summer 2011

Instructor Details

Bae, Sang


Tuesdays 6-730pm

Tisch 920


The best way to contact me is via e-mail.  I check it very frequently.  You should know that I want to be as accessible to you as possible, so please feel free to set up an appointment if the office hours don’t suit you.


Course Meetings

MW, 6:00pm to 8:55pm

Tisch T-UC21

Final Exam:

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


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.




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.


Course Outline


What is marketing? People often define "marketing" as advertising – a highly visible activity by which organizations try to persuade consumers to buy products and services. However, marketing is not the same thing as advertising or personal selling but a far broader integrated process.  Simply put -


Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.


Marketing involves two basic sets of activities. The first set starts with identifying consumer needs and ends with positioning the product or service to satisfy those needs and differentiate it from competition. In between, rigorous analysis of the competition, the customer, the environment, and the company’s own capabilities are required.


The second set of activities revolves around the “marketing mix” – 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 purchase more. At any point along the way, failure to get one of these activities right may result in the failure of the product. Positioning is the key to product success, but even a perfect product with brilliant positioning won’t last long if its benefits are not clearly communicated to the right people, if its price is too high or too low, if it is sold through the wrong retailers, or displayed poorly.


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:



Required Course Materials


Textbook:              Kerin, Hartley&Rudelius, Marketing, 10thEdition, Irwin/McGraw-Hill 

                              Make sure you get the 10th edition!(ISBN-10: 0073529931)


The tenth edition is the latest edition, and it is cheaper than the previous edition. If you have purchased the 9th edition to use in the class, you can use it but you are responsible for determining any material that you might miss that is in the 10th edition. A second option that is available but suggested ONLY if you are comfortable reading eBooks is to purchase an electronic copy from www.CourseSmart.com. Simply visit the website and search for the ISBN above.

Case Packet:   We will use four cases in the course, and these are a required part of the course.

You are expected to prepare carefully for all four cases and be ready to discuss them in class.  You will also have one group presentation on one of them and short written assignments for another (choose one among the other three).


Assessment Components


Your grade is a composite of the following (discussed in more detail in the next section):


1. Class Participation                                      15%

2. Case Analysis & Presentation                     25%

3.Exams                                                         35%

4.Quantitative Assignment                            10%

5. Marketing Puzzles                                       10%

6. Subject Pool Participation                           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.






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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