SYLLABUS Fall 2011
MKT 3000 MARKETING FOUNDATIONS
Zicklin School of Business
Baruch College, CUNY
Department of Marketing and International Business
Course: MKT 3000 Section: EMW
Classroom: 23-1323
Hours: M &W 2:30-3:45 p.m.
Instructor: Prof. Mahima Hada
Office: Room 11-289 Newman Vertical Campus
Phone: 203 – 364 - HADA
E-mail: mahima.hada@baruch.cuny.edu
Office Hours: M & W: 1:00 – 2:00 p.m. and by appointment
REQUIRED TEXT
Marketing, Dhruv Grewal and Michael Levy, Mc-Graw-Hill Irwin, 3rd edition
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 three skills you will have to practice in this
course (i.e., analytical, oral and written communication) will make you 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:
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 principles 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:
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 oral 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 participating and effective member of a team
The above are consistent with Baruch’s BBA learning goals which are:
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.
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.
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Learning methods will include article discussions, class exercises, student presentations and
evaluations, written assignments, and short lectures by the instructor.
COURSE REQUIREMENTS
REQUIREMENT
Exams
Mid Term Exam
Final Exam
Marketing Plan (Group)
Executive Summary
Presentation
Assignments (Group)
In-Class Assignment I
In-Class Assignment II
Attendance
Research Participation (subject pool requirement)
WEIGHT (%)
25%
25%
10%
20%
5%
5%
5%
5%
In order to succeed in this course:
1) Read assigned material prior to class in which it will be discussed.
2) 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.
3) Ask questions and participate in class discussions and activities.
4) Apply the marketing concepts we discuss in your every day 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 who the product is
intended for and why, when you watch commercials.
Exams (50%):
Mid-term exam will be held in class and will cover topics discussed till date. Final exam covers
topics discussed after the mid-term exam. Multiple choice questions will be application oriented.
Marketing Plan Assignment (Group Project) (30%)
This semester you will work in groups of five and develop a marketing plan for a product. You
may choose to work on a new product/brand/business of your choice or use an existing relatively
weaker product - which you believe can be improved by a new marketing plan. You can also
select an existing product and work on its global expansion in your marketing plan. I am giving
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you the flexibility to choose your own project, but if you have hard time finding what you want to
work on I can assign you a project.
The group project will consist of a written executive summary (10%) and a presentation (20%)
Executive Summary. An executive summary can make or break your case with the reader of the
plan. It tells the reader – in brief – the purpose of your marketing plan (why are you writing a
plan; e.g., to launch a new product, to modify an exisitng one etc.), the challenges (e.g., changing
customers, new compeititors), and your proposed actions. The executive summary should be one
page long (single-spaced).
Presentation. Your marketing plan class presentation should include the following:
1) Product Description
2) SWOT analysis for the product
3) Target market, segmentaiton and positioning of the your chosen product
4) 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
for presentation. Criteria that I will use to assess oral presentations of marketing plans are listed
on page 9-10 of this syllabus.
Note: due dates for all deliverables for the marketing plan are given in the course outline.
In-Class Assignments (Group) (10%)
Two in-class assignments will be held, the tentative schedule is given in the course outline. The
purpose of each lab is to apply and test your understanding of frameworks and strategies
presented in class. I will divide students into teams of about three to five, and present them with
a problem/situation for analysis. Each group will turn in a concise, written report at the end of
class.
Late submissions: The total points of your assignment will reduce by 25% each day the
assignment is late. Therefore, if you submit the assignment five days late, you will not get a grade
for it.
Research Participation (subject pool assignment):
Please read the document in the Appendix and follow the instructions to qualify for the five points!
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TENTATIVE COURSE OUTLINE
Session and Date
Topic
1 - Aug 29
Class orientation, overview of the course
2 – Aug 31
Chapter 1: Marketing
3 – Sep 7
Chapter 2: Marketing Strategy
4 – Sep 12
Chapter 2: Marketing Plan
5 – Sep 14
Chapter 3: Marketing Ethics
6 – Sep 19
Chapter 4: Environment
7 – Sep 21
Chapter 5: Consumer Behavior
8 – Sep 26
Chapter 6: B-to-B Marketing
9 – Oct 3
10 – Oct 5
Chapter 8: Segmentation, Targeting and
Positioning
In-Class Assignment I (approximate date)
11 – Oct 12
Chapter 9: Marketing Research
12 – Oct 17
13 – Oct 19
Chapter 9: Marketing Research (contd.)
Review Session (for Mid-term)
MID-TERM EXAM
14 – Oct 24
Chapters 10-11: Product Strategy
15 – Oct 26
Chapters 10-11: Product Strategy (contd.)
16 – Oct 31
Marketing Plan Group meeting (in class)
17 – Nov 2
Chapter 13-14: Pricing
18 – Nov 7
Chapter 13-14: Pricing (contd.)
19 – Nov 9
Chapter 15-16: Channels
20 – Nov 14
Chapter 15-16: Channels (contd)
21 – Nov 16
Chapter 17-18-19: Integrated Marketing
Communications
22 – Nov 21
Chapter 17-18-19: Integrated Marketing
Communications
23 – Nov 23
In-class Assignment (II)
24 – Nov 28
Marketing Plan Group meeting; preparation for
presentations (in class)
25 – Nov 30
Marketing Plan presentations
26 – Nov 30
Marketing Plan presentations
27 – Nov 30
Marketing Plan presentations
28 – Nov 30
Marketing Plan presentations and class wrap-up.
Additional Deliverables (if any)
Group Assignments for Marketing Plan.
Start and finish In-class assignment I
Progress on Marketing Plan: Chosen
product, market and segmentation
stratgey
Start and finish in-class assignment II
ALL Groups: Marketing Plan Executive
Summary and Presentations due
BEFORE CLASS.
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CLASS ETIQUETTE: Pay attention. No use of laptops (except during pre-specified group
activities), smartphones or tablet devices.
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.
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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.
Blackboard Website
This course will have a Blackboard website. Please check this website regularly - I will post all
messages to class on the Blackboard website. The website will show assignments, article
readings, discussion questions, cases, etc. so get in the habit of visiting Blackboard regularly and
frequently.
I have prepared this syllabus to be as complete and thorough as possible. However, there may
still be some changes as the semester progresses. Any changes to this syllabus will posted on
Blackboard.
***Please prepare your own home page and post it on blackboard by the second
week of the semester. The instructions are provided at the end of this syllabus.
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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
emailsubjectpool@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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How to Create your own Home Page in Blackboard*
The main purpose of this homepage is to allow your professor and your classmates to get to
know you better. Please use a professional writing style and include only relevant information.
In the Tools area in Blackboard, you will find the button “Create your Homepage.” Fill out all
the sections according to the following instructions:
In the Personal Information box, provide information that will help us get to know you. Write
about things that you think your peers and your professor might want to know.
You must upload a picture of yourself. The purpose of the picture is to link your face to your
name. Please do not use a group photo where it is hard to tell who you are. You can use any
picture you want, as long as it clearly shows your face. The optimal size of the picture is about
150 x 150 pixels (you can resize it with any photo program) and it should be saved as a jpeg file.
Click Submit at the bottom of the screen to save what you have written. (If you forget to click
Submit, everything you wrote will be lost!)
To view someone else's Home Page, click the Roster & E-Mail button on the left side of the
screen, click Roster, and click Search. Then click the name of the person whose Home Page you
want to view.
*instructions are prepared by Prof. R.B-Fic
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