29:630:301:01 Introduction to Marketing

Stacy Smollin Schwartz

Fall 2015
sschwartz@business.rutgers.edu
Ackerson Hall, Room 123 (NWK)
Office Hours: 1 WP, Room 1029A
Fri 11:00am-1:00pm
Friday 2:30-5:20pm
Teaching Assistants
Email: IntroMarketingRBS@gmail.com
Office Hours:
Mon 9:00-11:30am (1WP Room 514; except Tues 9/8 Room 230)
Mon 2:30-4:30pm (1WP Room 230)
Tues 10:00am-12:00noon (1WP Room 230)
Wed 4:00-6:00pm (1WP Room 230; except 9/23 Room 514)
Fri 10:00am-1:00pm (1WP Room 534)
COURSE DESCRIPTION
Marketing is the process of creating goods and services in response to customer wants and needs. Put
simply, the purpose of marketing is to get and keep customers. It is one of the most important business
activities because it has direct impact on an organizations effectiveness and profitability. Marketing is
vital for all organizations whether for-profit or nonprofit attempting to influence all types of
customers whether end consumers or business buyers.
This course provides a comprehensive overview of the marketing function of organizations. We will
begin by defining marketing and discussing the marketing process. With this background, we will
challenge ourselves to understand the marketplace and how customers decide when to select, acquire, use,
and discard specific products and services. Next, we will carefully explore the way marketers use this
information to design a customer-driven strategy and make marketing mix decisions related to product,
pricing, promotions, and distribution. Finally, we conclude with a thoughtful discussion around social
responsibility and ethics in marketing.
This course will consist primarily of:

Lecture presentations on key topics

In-class and out-of-class demonstrations of marketing principles
Case studies
Testing to reinforce learning.

COURSE MATERIALS
Blackboard:
It is your responsibility to ensure that you can log onto and access the course in Blackboard. I will use
Blackboard extensively to post everything from this syllabus, any assignments, class slides, notes, and
announcements. You will need to check it several times a week.
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Textbook:
Armstrong, G. and Kotler, P. Marketing: An Introduction (12th edition). Pearson Publishers.
ISBN: 978-0-13-345127-6
This book is available in a soft-back or loose-leaf edition. The 11th edition is similar enough so it may be
used as well. However, earlier editions are not appropriate.
Please read the assigned textbook chapters before coming to each class, so that we can then build upon
the basic concepts from the textbook. You wont need to carry the textbook to class.
Clickers:
You need to have your own clicker and bring it to every class (see attached Clickers Policies &
Procedures document for details).
Additional Articles:
A series of short articles related to various aspects of Marketing will be made available to you through
Blackboard. Please read assigned articles before coming to class so that we can discuss them together.
Class Notes:
Lecture slides in PowerPoint will be made available on Blackboard. Download them before class and
bring a printout with you to class so that you can add your own notes/comments to them, as you will not
be able to access slides electronically during class.

LEARNING OBJECTIVES
This course is designed to:

Develop and shape your basic skills and understanding of fundamental marketing principles
Demonstrate how these principles fit together to drive the objectives of an organization and
deliver value to customers.

ACADEMIC INTEGRITY
I do NOT tolerate cheating. Students are responsible for understanding the RU Academic Integrity Policy
at https://slwordpress.rutgers.edu/academicintegrity/wp-content/uploads/sites/41/2014/11/AI_Policy_2013.pdf. I
will strongly enforce this Policy and pursue all violations. On all examinations and assignments, students
must sign the RU Honor Pledge, which states, On my honor, I have neither received nor given any
unauthorized assistance on this examination or assignment. I will screen all presentations and
assignments through plagiarism detection services that compare the work against a large database of past
work.
Using someone elses clicker, or asking someone else to use yours, also violates the RU Academic
Integrity Policy. I will be monitoring in-class clicker usage closely, and will pursue all violations.
Dont let cheating destroy your hard-earned opportunity to learn. See http://business.rutgers.edu/ai for
more details.
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ATTENDANCE AND PREPARATION POLICY

In accordance with Rutgers University regulations, attendance is expected at all regularly
scheduled meetings of the course, and you are expected to arrive to class on time and stay for the
entire period.
Absences due to (a) religious observances, (b) participation in university-sponsored events or activities
(e.g., intercollegiate athletics, case competitions, etc.), or (c) personal reasons (e.g., chronic or acute
medical issues, immediate family members death) require documentation and in some cases, the Deans
approval. When documented, these are treated as excused absences.
That said, I realized that unexcused absences are sometimes unavoidable. You are allowed up to two (2)
unexcused absences without affecting your grade. Note that arriving to class late or leaving early will
count toward your unexcused absences, and may affect your grade. See attached Clicker Policies and
Procedures document for details on attendance policy and credit.
For information on delays or cancellation of classes (e.g., due to weather), check the Rutgers website for
the latest information. If I need to cancel class for any reason, I will notify the class via Blackboard.
As a student, you are expected to:

Attend class regularly, arrive in on time and stay for the entire class.
Spend approximately 6 hours per week outside of class keeping up with this course material.
Complete all reading assignments on time.
Produce college-level quality writing, if required.
Earn your grade: you are not entitled to it simply for showing up. Actively participate in class.
Sitting in a seat in class without taking notes, multi-tasking and not actively engaging in whats
going on harms yourself and those around you who are trying to learn.

CLASSROOM CONDUCT
Class will start promptly so you need to arrive on time, be ready to actively participate, and stay for
the duration of class. This includes completing all reading assignments prior to the start of class.
I enforce a strict no-electronics policy in class. That means ALL electronic devices (cell phones,
tablets, computers, etc.) should be put away before the start of class, and you should take written notes on
paper or printed presentation slides. This will encourage your personal and eliminate distractions for
others. I take this class very seriously, and expect you to do the same.

EXAM DATES AND POLICIES

There will be three (3) exams during this semester, administered roughly every 4 to 5 weeks according to
the attached schedule. The final exam is the third exam given during the final-exam period. Your scores
on the 3 exams will be weighted 75% toward the total points you can earn for the course.

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These exams are non-cumulative. You will be allotted 75 minutes of class time to complete each exam,
beginning from the start of a class. Please arrive early on these dates so we can get started right away. If
you come in late, you will NOT be given any additional time to complete it.
If you miss an exam without prior approval from me based upon a legitimate reason, you will receive zero
(0) points for that exam. If you miss an exam for a documented and approved reason, you will be
administered a make-up exam, which will be partly oral in nature (i.e., you will be required to answer
questions verbally that I will ask you in person). I will give you a non-negotiable date by which this
make-up needs to be completed.

GRADING POLICY
The following grade components add up to 100 points, but there is an opportunity to gain a few extra
participation points:
Exams:
Attendance:
Participation:
Research Participation:

75 points
10 points
10+ points
5 points

(3 exams @25 points each)

(through clicker)
(through clicker)

Your points from each component will be summed. The final course grade will be as follows.
A
B+
B
C+
C
D
F

90 and above
87.0 - < 90.0
80.0 - < 87.0
77.0 - < 80.0
70.0 - < 77.0
60.0 - < 70.0
< 60

Exams (75 points):

Your scores on 3 non-cumulative exams, worth 25 points each, will comprise 75% of your grade for the
course.
Attendance & Participation (20+ points):
Attendance and class participation (including accuracy of clicker responses) count for an additional 20%
of the points you can earn for the course, evenly divided between the two activities.
Attendance (10 points):
Attendance by itself counts for 10% of your grade. There may be times when you cannot attend a class for
whatever reason. Hence, you can have a maximum of two (2) unexcused absences without penalty. For
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grading purposes, you will start with 10 attendance points, and each unexcused absence beyond the
allowable level will reduce your attendance score by 2 points. I will take attendance via the clickers twice
during each class session, so if you are late for session or need to leave early, you will only be deducted
one point rather than the full two points for the day.
So, it is important that you not only attend at least 12 class sessions, but also that you stay for the entire
class session in order to receive full attendance credit. It is important to realize, as well, that missing a
class means you also miss any opportunities to earn participation points for responding to clicker
questions asked during that meeting (which account for another 10% of your grade). There are no makeups for missed clicker questions.
Participation (10+ points):
Participation is measured through your clicker answers to in-class questions, and is also worth 10% of
your grade. You will earn 1 participation point per class session for an accuracy level of at least 50%
correct answers for that session. So, if you receive participation credit for 10 classes (by answering inclass questions with at least 50% accuracy for 10 sessions), you will receive 10 full points participation
credit.
There is opportunity to earn extra credit here, in that you can continue earning 1 participation point per
class even after you reach the full 10 points.
See the Clicker Policies & Procedures document for more details on clicker usage.
Research Participation (5 points):
To help facilitate the research of RBS faculty members across various disciplines (e.g., marketing, supply
chain, management, finance), and ultimately, the reputation of RBS itself, a few departments have started
to require student participation in research as part of course requirements in selected classes.
This course requires two hours of research participation, which will constitute 5% of your grade. You will
be granted 2.5 points for every hour of research in which you participate. If you cannot commit to time in
the lab, you may be approved to complete an alternative assignment. Students that fail to complete their
behavioral lab research requirements (time in the lab or an alternative assignment) before the end
of the semester will receive a zero for this portion of their grade.
Please review the attached sheet for more information about the RBS Behavioral Lab participation
requirements. You may also visit the lab webpage at http://business.rutgers.edu/rbl.
Note that your final grade is not subject to negotiation.
If you feel I have made an error, submit your written argument to me (along with supporting
documentation) within one week of receiving your final grade. If I have made an error, I will gladly
correct it. But I will adjust grades only if I have made an error. I cannot give you a grade that you did not
earn, and it is dishonest to attempt to influence me to do so.

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CLASS SCHEDULE
Please note I reserve the right to make changes to this course schedule, including topics, assignments,
schedules, and dates of activities. I will only do this if necessary, and will give you plenty of notice
should it become warranted.

Session
1
2
3
4
5
6
7
8
9
10
11
12
13

14

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Date

Topic

Assignments Due

9/4/15
Fri
9/11/15
Fri
9/18/15
Fri
9/25/15
Fri

Introductory Overview
The Marketing Process

(Textbook: Chap 1)

10/2/15
Fri
10/9/15
Fri
10/16/15
Fri
10/23/15
Fri
10/30/15
Fri
11/6
Fri
11/13/15
Fri
11/20/15
Fri
11/25/14
*Wed*
11/27/15
Fri
12/4/15
Fri
12/11/15
Fri
12/18/15
Fri

The Marketing Process

Marketing Strategy
Marketing Strategy
Consumer Behavior

Textbook: Chap 2
Textbook: Chap 3
Article: See Blackboard
Textbook: Chap 4

Consumer Behavior

Textbook: Chap 5
EXAM #1

Segmentation
Targeting

Positioning
Marketing Mix:
Product

Marketing Mix:
Product
Marketing Mix:
Pricing

Textbook: Chap 6
Article: See Blackboard
Textbook: Chap 7
Textbook: Chap 8
Article: See Blackboard
Textbook: Chap 9
Article: See Blackboard
EXAM #2

Marketing Mix:
Promotion
Marketing Mix:
Promotion
Marketing Mix:
Promotion
Marketing Mix:
Place

Textbook: Chap 13
Textbook: Chap 12
Textbook: Chap 14
Textbook: Chap 14
Article: See Blackboard
Textbook: Chap 10
Article: See Blackboard

NO CLASS: THANKSGIVING BREAK

Bringing it All
Together

Article: See Blackboard

NO CLASS: READING DAY

EXAM #3
3:00-4:20pm, in Class
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SUPPORT SERVICES
If you need accommodation for a disability, obtain a Letter of Accommodation from the Office of
Disability Services, which provides student-centered and student-inclusive programming in compliance
with the Americans with Disabilities Act of 1990, the Americans with Disabilities Act Amendments of
2008, Section 504 of the Rehabilitation Act of 1973, Section 508 of the Rehabilitation Act of 1998, and
the New Jersey Law Against Discrimination. https://ods.rutgers.edu
If you are a military veteran or are on active military duty, you can obtain support through the Office of
Veteran and Military Programs and Services. http://veterans.rutgers.edu/
If you are in need of mental health services, please use our readily available services.
Rutgers University-Newark Counseling Center: http://counseling.newark.rutgers.edu/
If you are in need of physical health services, please use our readily available services.
Rutgers Health Services Newark: http://health.newark.rutgers.edu/
If you are in need of legal services, please use our readily available services: http://rusls.rutgers.edu/

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