COURSE INFORMATION SHEET & SYLLABUS

Course Title:

Marketing Management

Course Number:

MKT 3000

Instructor:

Prof. Barry N. Rosen

Department:

Marketing

Phone:

(646) 312 3294

Office:

Room 11-282 VC, office hours Mon/Wed 5:30-7

E-Mail:

Barry.Rosen@Baruch.Cuny.Edu

Course Description: This course is a general survey of the principles & tools of
marketing management. Marketing is the key revenue generating activity of both profit
& nonprofit firms. While I recognize that many students in this course are not planning
careers in marketing, virtually all of you will be highly dependent on the success of
marketing activity for your livelihood. As such, it is critical for all of you to understand
how marketing works, what tools marketers use and how marketing interacts with other
firm activities.
Course Schedule:

Spring 2015 Academic Calendar

January
February

27
28
3

10
12
16
17

17

18

March
April
May

18
2
30
3-11
16
17
18-24
24
25

Specific Course Objectives:

The goal of this course will provide the students with a general overview of the
marketing process based on a four P's (pricing, product, placement and promotion
perspective. Students will learn the basic elements of marketing management from
market analysis, marketing strategy and positioning through research, product
development, testing and deployment.
BBA Learning Goals Addressed in this Course:
The following Zicklin Learning Goals will be addressed in this course:
Students will possess a deep understanding of and intellectual competence in at least
one business discipline.
Expectation from Students/Grades:
I will be testing you two times this semester, a midterm worth 45% and a final
worth 55% of your grade. I expect you to keep current with the material as I have
found that students (surprisingly) tend to put off their reading till the test. When
this happens I find that a great deal of time is spent reviewing prior material with
students who are unprepared. I expect students to review their reading and notes
before each class.
Finally, I do not allow use of electronics in class including phones, ipads, laptops,
etc.
Subject Pool
As a MKT 3000 student you are required to join the Marketing Departments Subject
Pool. Students in the Subject Pool participate in research studies conducted by
Marketing faculty and PhD students. You will get 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. Please note: not doing the study is a 5
pct deduct from your final grade. It is not an add-on to your grade. 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.
In other words:
Course requirements:
Loss if you do not participate in research

100%
5%

Grading Guidelines:
I wish to point out something important that is printed in the marketing faculty
handbook which applies directly to Marketing 3000 and determines what kind of
grades I am allowed to give:
our department has established the following grading guidelines:
MKT 3000 Marketing Foundations: 20-30% A or A-, 40-50% B(+/-), 25-30%
C+ or lower
Note that I highly value class participation. I reserve the right to consider factors
such as class participation and attendance in grading, notably in borderline
cases.
Students should read the Zicklin School of Business Written Assessment Criteria
Students are additionally expected to adhere to writing standards described in of The
Little, Brown Writing Handbook, (10th edition) by Fowler and Aaron
Academic Integrity:
Students are expected to know and adhere to the Baruch College Academic Honesty
Policy, found at HTTP://www.baruch.cuny.edu/academic/academic_honesty.html. It
states, inter alia, that:
Academic dishonesty is unacceptable and will not be tolerated. Cheating,
forgery, plagiarism and collusion in dishonest acts undermine the college's
educational mission and the students' personal and intellectual growth. Baruch
students are expected to bear individual responsibility for their work, to learn
the rules and definitions that underlie the practice of academic integrity, and to
uphold its ideals. Ignorance of the rules is not an acceptable excuse for
disobeying them. Any student who attempts to compromise or devalue the
academic process will be sanctioned.
Materials:
Book: Charles W. Lamb; Joseph F. Hair; Carl McDaniel : MKTG 8,.
The book is available at the bookstore and online. I strongly advise you to purchase
the book as early as possible. I have selected a very reasonably priced (under $70) and
it comes with access to many valuable practice materials.
Additional readings will be posted on the course blackboard site.

Attendance Policy
All students are required to attend every session of their courses. If a freshman
or sophomore is absent in excess of twice, the instructor must give the student a WU
grade, which counts as an F. The instructor may give a junior or senior a WU grade (the
equivalent of an F) for more than two absences. The Registrars office requires that
students who have attended no classes before week 5 be dropped from the class.
Some More Points
I would like you read this document very carefully so as to make the use of the class
time more efficient.
If you have questions, please dont email them to me; leave them for class as others
may have the same questions and I will answer them in class. Indeed, to nearly all
emails about class content and procedure I receive during the semester, I give the same
answer. Please limit emails to issues that relate only to you.
Important: About my philosophy
I have been a professor for over 30 years. As do other instructors, I believe that my
course reflects my own thinking, style and approach to the topic. In my case, I advocate
a very hands-on, practical approach to the topic. While we will spend plenty of time
learning the theory of marketing, I will spend extensive time in class reviewing real-life
examples of the power and effective use of marketing both from personal experience
and what I have learned by observation during my years as a professor. I expect you to
bring your own experiences to the discussion.
At the same time, in order to be able to understand and communicate regarding
marketing, you need to be familiar with the structure and terminology of marketing.
Much will be reviewed in class but some you will learn on your own from the text. Both
class teaching and the text are material for exams. I cannot possibly review in class
every point in the text. If I tried to, we might be able to finish three chapters by the end
of the semester. I do not assign homework so I expect that the time that would normally
spend on homework, should be spend reading. Note also that I frequently call on
people in class to comment on class topics. If you come to class, I assume you are
there to participate!!!!
In the syllabus section of the blackboard I have provided a couple of readings which I
would like you to look at before class as they reflect my philosophy and approach.
While I have found that the vast majority of students will find the class useful and
interesting, there will be a small minority of students who wont for a variety of reasons.
Even the best companies never have 100% market share. For example, Apple, the

worlds most valuable company, has only about 11% of the personal computer market.
I accept this as a fact of life but feel that even those students who are not enthusiastic
about my teaching or the subject of marketing will find something to take away from the
experience and I ask you try your best.

.
RESEARCH PARTICIPATION REQUIREMENT
(Marketing Subject Pool)
For information: http://baruchmarketing.info/subpool/Students Email: subjectpool@baruch.cuny.edu
As a MKT 3000 student, 5% of your course credit is allocated to Research Participation (Marketing
Subject Pool). You can earn this credit by 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), all conducted by
Marketing faculty and PhD students. These studies often involve filling out one or more questionnaires
and completing tasks such as viewing ads 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.
a)

b)
c)

WHY PARTICIPATE?
Your participation in these research studies provides you with several important benefits:
(1) Much of what you are learning in MKT 3000 comes from such research studies, conducted at
universities. Thus, your participation would help advance knowledge in Marketing, which you continue
to benefit from.
(2) Being a good marketer depends on your ability to obtain useful information from consumers.
Participating in these studies gives you hands-on experience and understanding of this consumer
research process.
(3) The reputation of business schools is based, in part, on the quality and quantity of its knowledge
creation. By helping in this process of knowledge creation, you are helping Baruchs reputation and
ultimately, your attractiveness to employers.
HOW TO GET CREDIT?
d) 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.
e) Your instructor will not know whether you participated in the two research studies or submitted a
written assignment.
f) 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.
g) 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.
IMPORTANT: Please remember that studies are scheduled by different faculty and PhD
students as soon as they are ready. This means that the number of studies scheduled varies
from week to week. If no studies are scheduled during certain weeks, particularly towards the
beginning of the semester, be patient. Keep checking for new studies so that you may
complete the requirement in a timely manner.

h) 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.
i) When you complete a study, you will get a receipt for participation from the researcher. Make sure
that you get a receipt and keep it with you until you have received credit for the study (see How to
check if you got credit below).
j)

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.

k)

HOW TO SIGN UP FOR A WRITTEN ASSIGNMENT?

Go to http://baruchmarketing.info/subpool/Students/signupc1.asp

l)

HOW TO CHECK IF YOU GOT CREDIT?

Credit is usually posted within 2 weeks of completing a study. Do check shortly thereafter to ensure that
you have received credit. To check if you received credit, go to
http://baruchmarketing.info/subpool/Students/ckcred1.asp

m)

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), the last 8 digits of your CUNY ID, and the
MKT3000 section you are enrolled in.