NYU Stern School of Business

Undergraduate College

MKTG-UB.0001.002 (C55.0001): INTRO TO MARKETING

Spring 2012

Instructor Details

Hershfield, Hal



By Appointment



Course Meetings

MW, 9:30am to 10:45am

Tisch T-UC24

Final Exam:

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


Course Description and Learning Goals

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 much more than advertising and even the most skillful marketing cannot make consumers buy things that they don't want.


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 objectives of this course are to:

1.     Introduce you to the concepts, analyses, and activities that comprise marketing management,

2.     Help you sharpen your analytical skills and show you how to use them to assess and solve marketing problems,

3.     Give you an opportunity to refine your oral and written communication skills, and

4.     Provide a foundation for courses in other departments and advanced electives in Marketing.


Course Outline



Prof. Adam Alter




Readings, Assignments & Details


T, Sept. 7

·        Course Introduction & Overview

Chapter 1


TH, Sept. 9

·        The Marketing Environment

·        Competitive Forces

·        Marketing Math

Chapters 2, 3

Note on low-tech Marketing Math



T, Sept. 14

·        Marketing Customers and Value

Due: Information Forms


TH, Sept. 16

·        Marketing Ethics

Chapter 4


T, Sept. 21

·        Consumer Behavior

Chapter 5


TH, Sept. 23

·        Consumer Behavior

Chapter 6


T, Sept. 28

·        Case: Discussion Mediquip

Case: Mediquip


TH, Sept. 30

·        Segmentation, Targeting, Positioning

Chapter 9


T, Oct. 5

·        Segmentation, Targeting, Positioning

Chapter 9


TH, Oct. 7

·        No class in lieu of guest speaker #1



T, Oct. 12

·        Quiz 1



TH, Oct. 14

·        Segmentation, Targeting, Positioning

Chapter 9


T, Oct. 19

·        Conducting and Using Market Research

Chapter 8


TH, Oct. 21

·        Conducting and Using Market Research

Chapter 8


T, Oct. 26

·        Conducting and Using Market Research

Chapter 8


TH, Oct. 28

·        Product Decisions

Chapters 10 and 11


T, Nov. 2

·        Written Case Assignment #1 (group case)



TH, Nov. 4

·        Product Decisions

Chapters 10 and 11


T, Nov. 9

·        Quiz 2



TH, Nov. 11

·        Distribution Decisions and Retailing

Chapters 15 and 17


T, Nov. 16

·        Promotion Decisions

Chapter 18 and 19


TH, Nov. 18

·        Promotion Decisions

Chapter 18 and 19


T, Nov. 23

·        Case Discussion: BWM Films

Case: BMW Films


TH, Nov. 25

·        No class in lieu of Guest Speaker #2



T, Nov. 30

·        No class – Thanksgiving



TH, Dec. 2

·        International Marketing

Chap. 7


T,  Dec. 7

·        Written Case Assignment #2 due, to be done           individually

Case:  MontGras: Export Strategy for a Chilean Winery


TH, Dec. 9

·        Course Summary and Review



T, Dec. 15

·        No class in lieu of Guest Speaker #3




·        Guest Speaker #1

        Brent Hodgins, Mirren Business Development – date TBA

Paulson Auditorium @ 12:40pm



·        Guest Speaker #2

        Date and speaker TBA

Paulson Auditorium  @ 12:40pm



·        Guest Speaker #3   Robert Aquilina             Estée Lauder Inc. – Date TBA

Paulson Auditorium  @ 12:40pm


Assessment Components

The grade components and the associated weights are as follows:


A.  Exams                                                                               50%

            2 quizzes (12.5% each):                     25%

Final exam (cumulative):                   25%

B.  Class Participation/Contribution                                      15%

C.  Written Case Analyses                                                     25%

            Group case                                          12.5%

            Individual case                                   12.5%

D.  Quantitative Exercise                                                         5%

E.  Marketing Research Assignment/Subject Pool                 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.


Required Course Materials



Course Pre-Requisites



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