MKT 3000 - MARKETING FOUNDATIONS - Fall 2017
Professor Ralph O. Irizarry
Office: NVC: 12-211-R – To be confirmed
Classroom: NVC 11-135
E-mail: ralph.irizarry@baruch.cuny.edu
Office Hours: Tuesday 12:15 – 1:15 PM by appointment. If the day and time are not
convenient, please contact me to set a date/time to accommodate your schedule.
Class Meets: Tuesday 10:45 - 12:00 noon
COURSE OBJECTIVES
This course is designed to introduce business students to the fundamental concepts and principles
of marketing. The knowledge you gain in this course should help you understand how wellthought out and carefully implemented marketing strategies can help businesses succeed in a
competitive environment.
This understanding and skills you will have to practice in this course (i.e., analytical, and
oral/written presentation skills) will help you to become a more valuable employee whether you
choose a career in marketing or in other fields.
For students majoring in marketing, this course will provide the foundations for more advanced
courses and work experience. For students majoring in other disciplines, this course will help
you understand how marketing impacts your functional area and will familiarize you with the
mindsets of marketers with whom you will interact professionally.
At a more personal level, this course will help you become a “better” and more “responsible”
consumer. Understanding basic marketing theories and practices, you will be able to make more
informed purchasing decisions. You will be able to identify unethical marketing practices and
know how to discourage such acts in the market place.
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LEARNING GOALS
Upon successful completion of this course, you will be able to:
Content-Related Outcomes:
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Explain the role of marketing in business
Explain how marketing puts customers at the center of their thinking in its quest for
profitability
Identify the important role of research in the marketing process
Identify basic marketing strategies and describe their underlying rationale.
Differentiate segmentation, target marketing, positioning and basic strategies in product,
promotion, pricing, and place areas.
Cognitive and Application Related Outcomes:
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Identify and analyze marketing problems; develop creative solutions to address them;
articulate reasons for choosing various solutions
Understand that there are rarely clear-cut situations in marketing; make sound
assumptions in dealing with uncertainties
Make effective presentations to persuade a target audience
Develop a coherent marketing plan for a product and provide sound rationale for chosen
strategies
Using simple marketing concepts, observation, and reasoning construct basic marketing
principles
Become a participating and effective member of a team
The above are consistent with Baruch’s BBA learning goals which are:
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Analytical and Technological Skills: Students will possess the quantitative, technological,
analytical, and critical thinking skills to evaluate issues faced in business and professional
careers.
Communication Skills - written: Students will have the necessary written communication
skills to convey ideas and information effectively and persuasively.
Communication Skills - oral: Students will have the necessary oral communication skills
to convey ideas and information effectively and persuasively.
Civic Awareness and Ethical Decision Making: Students will have the knowledge base
and analytical skill to guide them when faced with ethical dilemmas in business. Students
will have an awareness of political, civic and public policy issues affecting business.
Global Awareness: Students will know how differences in perspectives and cultures
affect business practices around the world.
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General Education: Students will acquire a foundation in the sciences, arts, and the social
sciences.
Business Knowledge/Integrative Abilities: Students will have knowledge of the basic
disciplines in business management, and be able to apply and integrate that knowledge
effectively in problem specification and problem solving.
Proficiency in a Single Discipline: Students will possess a deep understanding of and
intellectual competence in at least one business discipline.
Learning methods will include case and article discussions, class exercises, student presentations
and evaluations, written assignments, and short lectures by the instructor.
REQUIRED TEXT
M Marketing with Connect Plus, Dhruw Grewal and Michael Levy,
Mc-Graw-Hill Irwin, (5th edition).
Connect Course URL: http://connect.mheducation.com/class/r-irizarry-fall-2017-hybrid
Here are links that will help you register for Connect and explain SmartBook:
Student—Connect Classic:
How to register for Connect Classic (1:30)
Connect Classic Courtesy Access Upgrade (0:41)
SmartBook:
SmartBook Video Series Playlist
SmartBook Overview (4:09)- This video provides a brief overview of the resources available in
SmartBook and the adaptive learning and reading experience.
SmartBook Read Phase (4:02)- This video describes the Read Phase and how SmartBook
highlights the most impactful concepts the student needs to know in that moment.
SmartBook Practice Phase (3:34)- This video describes the Practice Phase and reinforcing the
students comprehension of what they just read.
SmartBook Recharge Phase (2:15)- This video describes the Recharge Phase and showcases how
students are asked to review key concepts from previous chapters to push that content to longterm memory.
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SmartBook Student Reports (2:18)- This video describes the SmartBook Student Reports and
how students can use these to study more efficiently.
For more YouTube instructions click here
http://www.youtube.com/playlist?list=PLqmcJVdRMoi2vH6bg19WbdDp5_T-RIHmf
And for a ppt showing more info about the concept of Connect (Plus), including support
phone number, click here
http://highered.mcgraw-hill.com/olc2/dl/866234/Connect_FDOC_Presentation.ppt
REQUIRED NEWSLETTER
AdWeek Morning Digest: This is a respected daily Trade newsletter, and is available free, here:
http://www.adweek.com/newsletter-preferences/
SUPPLEMENTAL READING
From time to time I may submit articles of interest for reading and/or class discussion.
COURSE REQUIREMENTS
Exams (25% x2):
Marketing Plan Presentation (Group):
Online Assignments:
Research participation (subject pool requirement):
50%
25%
20%
05%
In order to succeed in this course:
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Read assigned material and do the online assignment prior to class in which it will be
discussed.
Attend class regularly. Class discussions will give you opportunity to apply concepts
discussed in the text. Class activities will give you a deeper understanding of the material
and sharpen your analytical, problem solving, and reasoning skills.
Ask questions and participate in class discussions and activities.
Apply the marketing concepts we discuss in your everyday life. For example, think about
the reasons you buy certain brands of sneakers and not others. Think about why the
brands you know of are priced the way they are. Think about whom the product is
intended for and why, when you watch commercials.
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Exams:
Exams will have a multiple choice format. These questions will be application oriented and will
not typically test your recall of facts but will assess your understanding of marketing concepts
and their applications. All topics and materials (including articles distributed or assigned)
discussed in class, the textbook, on McGraw Hill Connect, or posted on Blackboard, could be
included in the exams. Exam 2 is not cumulative – it covers topics discussed after exam 1.
Online Assignments:
You will have access to McGraw Hill Connect website upon purchase of the book. You will
have to read the chapters and then do the online exercises, cases, and quizzes. The goal of these
assignments are three-fold:
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students get to apply marketing concepts to real-world cases;
students get to check how well they learned the concepts; and
the instructor gets to verify how well the class (and each student individually) grasped the
main concepts of each chapter.
Note that there are 2 types of online assignments: LearnSmart (textbook reading) and other
“Assignments (homework and quizzes)”. Your grades for those assignments will be based on the
grade (% of correct answers) that you get on each exercise. You must do both: LearnSmart and
the other assignments you see under each chapter in Connect.
Therefore, the general guidelines for the assignments are:
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Read the chapters
Do the LearnSmart assessments
Review key concepts on the book
Finish the remaining assignments
Marketing Plan Assignment (Group Project):
You will work in groups and develop a marketing plan for new product.
Your marketing plan for your video presentation should include the following:
1. Company (an existing company) and new Product Description
2. SWOT analysis that explains why this product is a valid choice for the company
3. Marketing objectives
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4. Target Market, and Positioning of the new product (STP analysis)
5. Marketing Mix Strategy (Product, Price, Distribution, Promotion) and your justification for
the chosen strategies
Everyone in the group needs to participate in the presentation. Each group will have 15 minutes
MAXIMUM for presentation. Criteria that I will use to assess marketing plans are listed below.
Groups are required to provide me with a 4 to 5 page executive summary of the marketing plan,
including details on the 5 major points of the video presentation. Groups should also provide as
an attachment to the executive summary all the presentation material such as slides, references,
secondary research, mock-ups of product/package, commercial videos etc.
Presentations and other files including executive summaries etc. need to be uploaded as
attachments to Blackboard (under Discussions, there is a forum for this purpose). When you
upload, just create a thread for your team and attach the files.
The oral presentation should be recorded using a camera. If no member of your team has a
camera to film the presentation, please contact the instructor and alternative arrangements will be
made.
Team Journal:
As part of your project, your team is required to turn in a journal of your group interactions. The
journal will include:
1. The times and dates when the team members met in person (or conference call or chat room).
List the names of those present at each meeting. Also, list the topics that were covered in that
meeting.
2. If some team member(s) do not return phone calls or emails in a timely manner, it will be
recorded in the team journal, along with the dates of the phone calls or messages.
3. If you do substantial discussion over email, record in the journal the topics you discussed on
specific dates or time periods.
Your project will not be complete without a team journal, so in order to receive credit for your
project, you must turn in your journal, as a separate document, when you turn in your project.
Peer Evaluation:
Each group member will complete a peer evaluation form (attached at the end of the Syllabus) at
the end of the semester. Team members receiving low scores from their team mates will be
penalized accordingly, so their project grade will be reduced proportionally to the scores they
receive.
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Research Participation (subject pool assignment):
Please read the last section on this syllabus and follow the instructions to qualify for the five
points. At the beginning of the term, the subject pool assistant will visit the class to answer your
questions. If you run into any problems, the person to contact is the subject pool assistant, NOT
the instructor.
Date
August 29
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September 5
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September 12
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Lesson(s)
McGraw Hill – CONNECT
Presentation
Class overview
Form Groups/Teams
Chapter 1 – Overview of Marketing
Chapter 2 – Developing Marketing
Strategies and a Marketing Plan
Chapter 5 – Analyzing the Marketing
Environment
Chapter 6 – Consumer Behavior
Chapter 8 – Global Marketing
Team Name and Rep. Due
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On Line Assignments
Read: Chapters 1, 2 , and 5.
Exercises: Chap. 1
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Read Chapter 6 and 8
Exercises: Chapter 2 and 5
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Exercises: Chapters 6 and 8
Read Chapter: 3 - Social and
Mobile Marketing
Chapter 4 – Marketing Ethics
Exercises: Chapters 3 and 4
Read: Chapters 9 and 10
September 19
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NO CLASS – Self Study – Chapters 3
and 4
September 26
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Review/Q&A; Chapters 3 and 4
Chapter 9 – Segmentation, Targeting,
and Positioning
Chapter 10 – Marketing Research
Name of Company/New Product
Description Due.
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Read: Chapter 13
Exercises: Chapters 9 and 10
Chapter 10 Continued (if necessary)
Chapter 13 – Services: The Intangible
Product
Review – Exam 1
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Exercises: Chapter 13
Study: Exam 1
Exam 1
Chapter 11 – Product, Branding, and
Packaging
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Read: Chapter 11
Read Chapter: 12
Exercises: Chapter 11
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October 3
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October 10
October 17
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October 24
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October 31
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Chapter 12 – Developing New
Products
Chapter 14 - Pricing Concepts for
Establishing Value
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November 7
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Read: Chapter: 14
Exercises: Chapter12
Read: Chapter 16 AND
Chapter 17
Exercises: Chapter 14
Chapter 16 – Retailing and Omni
Channel Marketing
Chapter 17 – Integrated Marketing
Communicatioms
Chapter 18 – Advertising, Public
Relations, and Sales Promotion
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Read Chapter: 18
Exercises: Chapter 16 AND
Chapter 17
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Exercises: Chapter 18
Read Chapter 19
November 14
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November 21
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NO CLASS – Self Study Chapter 19
Work on Team Project
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Exercises: Chapter 19
Work on Team Project
November 28
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Chapter 19 Review – Personal Selling
Work on Team Project
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Work on Team Project
December 5
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Review: Exam 2
Work on Team Project
LAST DAY OF CLASS
Exam 2
Team Project Due
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Study: Exam 2
Work on Team Project
Work on Team Project
December 12
December 19
NOTE: SCHEDULE IS SUBJECT TO CHANGE. ALL CHANGES WILL BE
ANNOUNCED IN CLASS AND/OR ON BLACKBOARD.
CLASS ETIQUETTE
Please turn off or silence mobile phones before class. Students involved in ongoing
conversations, texting and/or answering cell phones during class will be asked to leave without
warning!
ATTENDANCE/LATENESS
Attendance is mandatory and will be recorded using sign-in sheets every class session. Since this
is a Hybrid Class and we have a limited number of classes, your attendance is especially crucial.
Accordingly, I will deduct 5% off your grade upon your third, unexplained absence, and an
additional 5% for every additional two absences thereafter. On time attendance is equally
important. Tardiness is disruptive and inconsiderate . Accordingly, if you are more than 10
minutes late, I will ask that you sign a “late attendance” sheet” and will deduct 1.5% from your
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final grade the third, unexplained time you are late, and an additional 1.5% for every two
additional classes you are late thereafter.
CHEATING AND PLAGIARISM
Cheating and plagiarism are serious offenses. The following definitions are based on the
College’s Academic Honesty website:
Cheating is the attempted or unauthorized use of materials, information, notes, study aids,
devices or communication during an academic exercise. Examples include but are not limited to:
Copying from another student during an examination or allowing another to copy your work.
Unauthorized collaborating on a take home assignment or examination using unauthorized notes
during a closed book examination. Using unauthorized electronic devices during an examination.
Taking an examination for another student. Asking or allowing another student to take an
examination for you. Changing a corrected exam and returning it for more credit. Submitting
substantial portions of the same paper to two classes without consulting the second instructor.
Preparing answers or writing notes in a blue book (exam booklet) before an examination.
Allowing others to research and write assigned papers including the use of commercial term
paper services. Signing for another student on the attendance sheet.
Plagiarism is the act of presenting another person’s ideas, research or writing as your own:
Copying another person’s actual words without the use of quotation marks and footnotes (a
functional limit is four or more words taken from the work of another) Presenting another
person’s ideas or theories in your own words without acknowledging them. Using information
that is not considered common knowledge without acknowledging the source. Failure to
acknowledge collaborators on homework and laboratory assignment
My policy is to give a failing grade to any assignment that has been plagiarized or an exam in
which you have cheated. If I catch a person cheating on the attendance sheet my policy is to give
a zero to the cheating student for his/her attendance grade. In addition, I am required by College
policy to submit a report of suspected academic dishonesty to the Office of the Dean of Students.
This report becomes part of your permanent file.
STUDENTS WITH DISABILITIES
Students with disabilities may receive assistance and accommodation of various sorts to enable
them to participate fully in courses at Baruch. To establish the accommodations appropriate for
each student, please alert me to your needs and contact the Office of Services for Students with
Disabilities, part of the Division of Student Development and Counseling. For more information
contact Ms. Barbara Sirois, Director of this office in NVC 2-271 or at (646) 312-4590.
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_____________________________________________________________________________
Group Presentation and Executive Summary Evaluation Criteria and Feedback
1) Executive Summary: (25%)
Excellent/ Very Good/ Good/ Needs Improvement/ Poor (excellent: Executive summary presents
necessary information in a direct and organized manner. Reader can easily understand the main
strategic decisions of the marketing plan as well as have a complete understanding of the
reasoning behind decision making. Poor: Executive summary is too long and presents
information in an unorganized fashion. The reader cannot grasp the main strategic decisions of
the plan and the reasons behind the decisions are missing and/or unclear)
2) Presentation Organization: (6.25%)
Excellent/ Very Good/ Good/ Needs Improvement/ Poor (excellent: presentation is clear, logical,
and organized. Time is appropriately allocated among topics; Poor: presentation is difficult to
follow, arguments are confusing, organization haphazard, and improper allocation of time among
topics)
3) Presentation Use of Visuals: (6.25%)
Excellent/ Very Good/ Good/ Needs Improvement/ Poor (excellent: visuals are professional,
attention getting, organized, details are minimized; Poor: visuals are uninteresting,
unprofessional, cluttered, contain too many unimportant details).
4) Presentation Use of Language (6.25%)
Excellent/ Very Good/ Good/ Needs Improvement/ Poor (excellent: proper language, technical
language appropriate for the audience, sentences are grammatical, correct enunciation; Poor:
frequent grammatical errors, incomplete sentences, vocabulary limited, improper language)
5) Presentation Style (6.25%)
Excellent/ Very Good/ Good/ Needs Improvement/ Poor (excellent: presentation is well paced
for audience understanding, body language reflects comfort interacting with the audience,
smooth transitions among group members, the speakers are enthusiastic and confident, speaking
volume is comfortable for the audience to follow, presentation maintains audience interest,
reading from notes is minimized, personal appearances are completely appropriate for the
occasion; Poor: presentation is either too slow or too fast, speakers looks nervous and uneasy, the
transitions are rough, speakers are uninterested and insecure, presentation is dull and boring,
volume is too low or too high, there is too much reading from notes, personal appearances are
not appropriate for a business setting).
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6) Executive Summary and Presentation Depth of Content (weight 50%)
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Company and Product: Excellent/ Very Good/ Good/ Needs Improvement/ Poor
SWOT Analysis: Excellent/ Very Good/ Good/ Needs Improvement/ Poor
Market Segment, Target Market, and Positioning: Excellent/ Very Good/ Good/ Needs
Improvement/ Poor
Product Strategy: Excellent/ Very Good/ Good/ Needs Improvement/ Poor
Price Strategy: Excellent/ Very Good/ Good/ Needs Improvement/ Poor
Promotion Strategy: Excellent/ Very Good/ Good/ Needs Improvement/ Poor
Distribution Strategy: Excellent/ Very Good/ Good/ Needs Improvement/ Poor
(Excellent: In-depth and accurate analysis, strategies are realistic and appropriate, full
justification is provided for chosen strategies, justification consistent with material learned in
class, assumptions are clearly spelled out; Poor: Analysis is shallow, strategies are unrealistic,
assumptions are not explicitly spelled out, justification for decisions are not provided, weak
reasoning underlying the choice of strategies)
Guidelines for Marketing Plan Presentations:
1. Company and New Product Description:
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Describe the company briefly making reference to the industries that it operates in, its
products, its market share(s), trends in sales etc.
Describe the new product idea/concept – if it is difficult to describe/understand it in
words, use visuals, a skit, video etc. Please do not bore the audience with technical
properties – rather tell us how these properties translate into benefits and value for
customers. Compare the new product idea to substitute/competitive products on the
market.
2. SWOT Analysis - State the strengths and weaknesses of the company in relation to the new
product; state the opportunities and threats in the environment that make launching this product
desirable/risky for the company.
3. Marketing Objectives for the new Product:
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What does the firm aim to achieve with this product?
State marketing objectives for the first year with respect to market share, sales, or profits
Debate whether these goals are realistic…
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4. Target Market and Positioning: define the intended target market for the product. Make sure
that you use relevant demographic variables to describe your target market so that one can assess
the potential size of the segment (if appropriate, describe your target market using psychographic
variables as well). Explain your rationale underlying your target market selection.
Explain how you will position the product to the target market: identify the most important
product attribute(s) and where you want your product to be perceived by your target market with
respect to these attributes.
5. Marketing Mix Strategy (Product, Price, Place, and Promotion) and your justification
for the chosen strategies:
a. What is the rationale for choosing the specific brand name that you picked?
b. Will the product come in different versions, sizes, models, colors, etc? Justify your selections.
c. Describe the product’s packaging. If necessary, use visuals.
d. What kind of pricing strategy will you use? Why - explain (i.e.: value pricing, cost-plus
pricing, break even pricing, penetration pricing, skimming pricing, competitive pricing…etc.).
e. What will be your distribution strategy i.e. intensive, selective or exclusive distribution; how
many different channels will be used?
Diagram the levels for each channel; what type of retailers will sell your product? ). Justify all
your decisions.
f. Describe your Communications Strategy: Your unique selling proposition (common theme
or slogan you plan in your advertising campaign – if necessary use visuals, skits etc.). Which
advertising media will you use? Pick the most important medium in your plan and give details
(for example if you use tv advertising, what time will the ad be broadcast, in which tv programs
and why; if print media which specific ones and why?). Are there any special sales promotions
planned for the introduction of the product? Which ones? Why?
Important:
Go over the evaluation criteria listed above while you prepare your marketing plan! Your Plan
will likely evolve as the Semester progresses.
Practice as a group till you get the timing right.
Each member must have a speaking role during the Oral Group Presentation
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Do not spend more than 5 minutes to discuss Parts 1, 2, and 3 (make sure however that the
product idea is well understood). The bulk of the presentation should be on Parts 4 and 5.
Any/all secondary research used in developing your Marketing Plan, product assumptions,
demographic information, etc..must be footnoted. For example, if you define a market as
projected to grow “X” % over the next several years, what is the source of that projection?
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APPENDIX: RESEARCH PARTICIPATION REQUIREMENT (Marketing Subject Pool)
For information: https://baruchmarketing.sona-systems.com
https://baruchmarketing.sona-systems.com/
Email: subjectpool@baruch.cuny.edu <mailto:subjectpool@baruch.cuny.edu>
As a MKT 3000 student you are eligible to join the Marketing Department’s “Subject Pool”.
Students in the Subject Pool participate in research studies conducted by Marketing faculty and
PhD students, and can earn up to 5% course credit for participating in 2 research studies, each up
to 60 minutes long (a study that is less than 60 minutes still counts as a full 60-minute study).
Research studies often involve filling out one or more questionnaires and completing tasks such
as viewing advertisements or product descriptions, or listening to audio material.
Participation in these studies is voluntary. If you choose not to participate in the research studies,
you can still get the 5% course credit by completing a written assignment. The assignment
involves reading a case study and submitting a 3-page (typed) report on it.
HOW TO GET CREDIT?
a) You can get the 5% course credit by participating in two research studies, each taking up to 60
minutes, OR by completing a 3-page written assignment.
b) Your instructor will not know whether you participated in the two research studies or
submitted a written assignment.
c) Course credit for a research study will only be given if you sign up online in advance. “Walkins” are NOT permitted. See “How to sign up for studies” below.
d) Research studies will be scheduled throughout the semester after the first 3 to 4 weeks of
classes. You will be informed when studies are scheduled.
e) For the written assignment, you can sign up anytime during the semester (see “How to sign up
for a written assignment” below), but you must submit it (drop it on subject pool mailbox located
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on marketing department, 12th floor) within 2 weeks of signing up, and before the last day of
class.
f) When you complete a study, you will get a “receipt for participation” from the researcher.
Please keep this receipt with you until you have received credit for the study (see “How to check
if you got credit” below).
HOW TO SIGN UP FOR STUDIES?
Go to https://baruchmarketing.sona-systems.com
https://baruchmarketing.sona-systems.com/
IMPORTANT: when signing up for studies, you must use the same ID number (the last 8 digits
of your CUNY ID number) each time. This will ensure that you get the proper credit.
How to sign up for a written assignment
Go to http://baruchmarketing.info/subpool/Students/signupc1.asp
http://faculty.baruch.cuny.edu/subpool/Students/signup.asp
HOW TO CHECK IF YOU GOT CREDIT?
Credit is usually posted within 2 weeks of completing a study. To check
if you received credit, go to https://baruchmarketing.sona-systems.com
https://baruchmarketing.sona-systems.com/
WHAT TO DO IF YOU DID NOT GET CREDIT?
If you did not get credit within 2 weeks of completing the study, please email
subjectpool@baruch.cuny.edu <mailto:subjectpool@baruch.cuny.edu>
and explain the problem. Make sure to provide information about the study you participated in
(Study Name, date and time).
Credit: MKT 3000 Syllabus authored by David Luna, Chair, Aaronson Dept. of Marketing, Baruch College, CUNY.
Used with permission.
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Team Project Peer Evaluation
Instructions:
The peer evaluation is being done to reward those members of your team who have
done more for their team than the rest. The peer evaluation will be strictly
confidential. Be honest in your appraisal and do give credit where it is due. Please
follow the instructions below.
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Write your name and team name (Argentina, etc.) in the appropriate space.
Identify the person (this could be you) who contributed the most to the team
effort. This person should be assigned 100 points, and you will be assigning
points to all other team members relative to this top rated person.
Identify the person who contributed the second most to your team's effort. Award
this person a certain number of points (between 0 and 100, both inclusive), such
that the number reflects the amount of work done by this person in relation to
what the top rated student did. For example if you give the number 2 student 90
points, it means that the 2nd rated student did 90% as much work as the top
rated student did.
Continue in a similar manner with the rest of the team.
More than one team member can be awarded the same number of points.
You have to evaluate all members of your team, and that includes
yourself.
If you want to explain why you gave certain scores to certain team members, you
can use the space provided under 'Comments' to elaborate.
Sign your name and turn in the completed form to me.
#1 team member
____________________________________
Score
100
#2 team member
____________________________________
Score __________
#3 team member
____________________________________
Score __________
#4 team member
____________________________________
Score __________
#5 team member
____________________________________
Score __________
Comments (optional):
Your name ____________________________________
Team ____________
Class Day/Time (e.g., Tues/Thurs at 2:00):___________________________
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