NYU Stern School of Business

Undergraduate College

MKTG-UB.0001.005 (C55.0001): INTRO TO MARKETING

Spring 2012

Instructor Details

Cohen, Michael


By Appointment

Tisch 914


Course Meetings

TR, 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

This course introduces you to the concepts and skills you need to create and critique effective marketing strategy. Businesspeople in all areas need a solid understanding of marketing strategy to succeed. What is marketing? Simply put -


Effective marketing strategy satisfies consumer needs and creates consumer value while allowing the firm to achieve its objectives.


Usually the firm's ultimate objective is profit, but not-for-profit and government organizations are also major economic forces. Firms need customers who believe the firm satisfies their needs better than competitors - otherwise it will go out of business and the rest of business strategy is pointless. For simplicity this syllabus refers to a firm's offering as a "product," but this can refer to a tangible product or a service.


Marketing strategy covers several kinds of activities, each of which affects the others. Firms must resist the temptation to focus on one of these at the expense of the others. This creates an ineffective, unbalanced marketing strategy. Firms need to create a balanced, coordinated marketing mix, where all elements of its marketing strategy work together. Marketing strategy also requires combining qualitative and quantitative analysis. This course will give you experience in coordinating the marketing mix and combining quantitative and qualitative analysis. The course uses a combination of lectures, class discussion, case studies, assignments, and exams. The remainder of this syllabus describes the course and your responsibilities in it.


Course Outline




Prof. Michael Cohen




Readings, Assignments & Details


T, Sept. 6

  • Course Introduction & Overview

Chapters 1 and 2


TH, Sept. 8

  • Individual Consumer Decision Making I

Due:Personal Information Forms

Chap. 5; Chap. 12: 305-308


T, Sept. 13

  • Individual Consumer Decision Making II



TH, Sept. 15

  • Marketing Advantages over Competitors
  • Marketing Math – read handout. For very useful additional material, Chap. 14: 370-77.

Chap. 3; Chap. 4: 91-105

Handout: Essential Quantitative Analysis in Marketing


T, Sept. 20

  • Organizational Decision Making

Chap. 6

Case: Mediquip


TH, Sept. 22

  • Customer Segmentation Strategy

Chap. 9: 221-37

Due:Quantitative Analysis in Marketing Assignment


T, Sept. 27

  • Positioning Strategy and Market Maps

Chap. 9: 238-240; Chap. 11: 280-1


TH, Sept. 29

  • No class in lieu of Guest Speaker #1



T, Oct. 4

  • Overview of Market Research Process
  • Exploratory Research
  • Group Assignments for Red Lobster case

Chap. 8


TH, Oct. 6

  • Descriptive Research
  • Questionnaire Design
  • Introduction to Marketing Experiments

Continue with Chap. 8


T, Oct. 11

  • No class- NYU Columbus Day holiday



TH, Oct. 13




T, Oct. 18

  • Midterm Exam 1



TH, Oct. 20

  • Pricing Methods

Chapters 13 and 14


T, Oct. 25

  • Segmented Pricing
  • Price Promotion
  • Psychological issues in pricing

Continue from Chapters 13 and 14


TH, Oct. 27

  • Customer Value



T, Nov. 1

  • New Product Adoption and Diffusion
  • New Product Development

Chap. 10: 245-261

Chap. 11: 270-280, 288-291


TH, Nov. 3

  • Market Testing New Products

Chap. 10: 261-63


T, Nov. 8

  • Written Case Assignment #1 (group case)

Case:Red Lobster


TH, Nov. 10

  • Managing Existing Products
  • Branding Strategy

Chap. 11: 282-288

Case: James Patterson


T, Nov.15

  • Midterm Exam 2



TH, Nov. 17

  • Marketing Partners: Distributors

Chap. 15; Chap. 16: 405-11

Chap. 17: 429-41


T, Nov. 22

  • Marketing Partners: Salesforce Management
  • Personal Selling Skills
  • No class in lieu of Guest Speaker #2

Chap. 20


TH, Nov. 24

  • No class – Thanksgiving



T, Nov. 29

  • Marketing Partners: Choosing a Partner

Case: Z Corporation


TH, Dec. 1

  • International Marketing

Chap. 7


T, Dec. 6

  • Creating the Communications Message

Chap. 18: 457-60: Chap. 19: 485-93


TH,  Dec. 8

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

Case:  Tesco PLC


T, Dec. 13

  • Course Summary and Review

Chap. 18: 457-60: Chap. 19: 485-93


TH, Dec. 15

  • No class in lieu of Guest Speaker #3



M, Dec. 19 4PM – 6PM

  • Final Exam for all sections

Location to be announced


Assessment Components

Class participation                                           15%

Quantitative marketing assignment                5%

Two written cases                                           25%

Two midterm exams                                       25%

Market research assignment                            5%

Final exam                                                       25%


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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