Baruch College/CUNY
Zicklin School of Business
Department of Marketing and International Business
MKT 3000 Marketing Foundations
Fall 2011
Tuesdays and Thursdays 4:10pm-5:25pm (Room VC9-150)
Instructor: Yoshiko DeMotta
Office: VC12-250E
Phone: (646) 312-3425
Email: yoshiko.demotta@baruch.cuny.edu
Office Hours: Tuesdays and Thursdays 5:30 – 6:30pm or by appointment
Course Objectives
This course is designed to introduce students to the fundamental concepts and principles of marketing. The
knowledge you gain in this course will help you to understand how well thought-out and carefully implemented
marketing strategies can help businesses succeed in a competitive environment. This understanding, combined
with three skills you will practice in this course—analytical, communication (oral and written), ethical decision
making—will help you become a valuable employee whether you choose a career in marketing or in other fields.
For students majoring in marketing, this course will provide the foundation for more advanced courses and work
experience. For students majoring in other disciplines, this course will help you to understand how marketing
impacts your functional area and will familiarize you with the mindsets of the marketers with whom you will
interact professionally.
At a more personal level, this course will help you to become a more responsible consumer. By 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.
Learning Goals
Students who have successfully completed this course will have acquired the following learning outcomes:
Content-related Outcomes:
• Understand the role of marketing in business and society
• Know basic marketing principles and their underlying rationale
• Know that marketing puts customers at the center of its thinking
• Recognize the importance of research in the marketing process
Cognitive and Application Related Outcomes:
• Identify and analyze marketing problems
• Develop skills to make sound assumptions in dealing with uncertainties
• Make effective presentations to persuade a target audience
• Develop a coherent marketing plan for a product
• Develop skills to be a participating and effective member of a team
The above learning goals are consistent with Baruch College’s BBA learning goals
(www.baruch.cuny.edu/assessment/Learning_Goals.htm).
Required Textbook
M: Marketing, Grewal, Dhruv and Michael Levy, 2nd ed., McGraw-Hill Irwin.
Grading
Class participation 10%, Midterm exam 30%, Final exam 30%, Group project 25% (presentation 15% and
summary 10%), Research participation (subject pool activities) 5%
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In order to succeed in this course:
1) Read assigned material prior to class in which it will be discussed. PowerPoint slides should guide you
through key issues that we will discuss in class, but are not an adequate substitute for proper class
preparation and participation.
2) Attend class. Class discussions and exercises 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.
3) Ask questions and participate in class discussions and activities.
4) 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 to whom the product is marketed and why, when you watch commercials and
see advertisements in magazines, newspapers, subway cars, billboards, and other media.
Class Participation
It is expected that you attend class and participate in class discussions and activities. Attendance will be taken at
the beginning of each class. Students who show up late, leave early, or show no respect to other students can be
marked for a full absence. Each student must actively participate in class discussions in order to earn his/her
"class participation" grade. Sometimes, I will call on students to answer questions and discuss class materials. I
encourage everyone to contribute to the learning experience. If there are any issues you may have with a
particular scheduled class date and time, please speak to me prior to the class.
Exam
The exam will have a combination of multiple choice and short-essay questions. Anything covered in class and
any assigned reading can be on the exam. There will not be any make-ups available. In the event of a true
emergency, please speak to me as soon as possible with proper documentation.
Group Project (Marketing Plan Presentation and Report)
The field of business places a large emphasis on the ability to work with groups of people in a team environment.
In order to better obtain a sense of the field beyond that provided by the lectures and textbook of this course,
students will complete a group project. Groups will be established during the 4th class (September 8th) when we
will discuss more details on the project.
Research Participation (subject pool assignment)
Read the document in the appendix (page 4) and follow the instructions to qualify for 5% of the course grade.
Class Materials
This course has a Blackboard website for students to access class materials such as PowerPoint slides,
assignments, and newspaper articles. Please check this website regularly.
Academic Integrity
It is expected that all students abide by the university’s guidelines regarding cheating and plagiarism. My policy is
to give a failing grade to any assignment that has been plagiarized or any exam on which you have cheated. 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. 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
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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
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
Tentative Course Schedule
Date: Activities
8/30: Course overview
9/1: Introduction (Chapter 1)
9/6: Developing Marketing Strategies (Chapter 2)
9/8: Marketing Environment (Chapter 4), Group formation and group project details
9/13: Chapter 4 continued
9/15: Consumer Behavior (Chapter 5)
9/20: Chapter 5 continued, NYT articles (1 & 2), Group Meeting 1
9/22: Segmentation, Targeting, and Positioning (Chapter 8)
9/27: Chapter 8 continued, Group Meeting 2
10/6: Product, Branding, Packaging Decisions (Chapter 10)
10/11: New Product Development (Chapter 11)
10/13: Group Meeting 3
10/18: Pricing (Chapter 13)
10/20: Marketing Research (Chapter 9)
10/25: Midterm Exam
10/27: Supply Chain Management, Retailing (Chapter 14 & 15)
11/1: Chapter 15 continued, Group Meeting 4
11/3: Integrated Marketing Communications (Chapter 16)
11/8: Chapter 16 continued, Group Project Survey
11/10: Advertising, PR, and Sales Promotions (Chapter 17)
11/15: Chapter 17 continued, Group Meeting 5
11/17: Global Marketing (Chapter 7)
11/22: Marketing Ethics (Chapter 3)
11/29: Marketing Plan Presentations
12/1: Marketing Plan Presentations
12/6: Marketing Plan Presentations
12/8: Marketing Plan Presentations
12/13: Review and Wrap-up
12/15: Final Exam (3:30-5:30pm)
There may be some changes made to this schedule throughout the semester.
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Research Participation Requirement (Marketing Subject Pool)
For information: http://baruchmarketing.info/subpool/Students
Email: 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. ―Walk-ins‖ 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 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 http://baruchmarketing.info/subpool/Students/signup.asp
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
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
http://baruchmarketing.info/subpool/Students/ckcred1.asp
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 and
explain the problem. Make sure to provide information about the study you participated in (Study Code, date and
time).
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STUDENT INFORMATION SHEET
MKT 3000 Marketing Foundations
Fall 2011
(Due September 1st)
Photo
Name:
School Year:
Major or Intended Major:
Email Address:
Expected Graduation Date:
Career Goals:
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