Introduction to Marketing

Class code

MKTG-UB 9001 & 008

Instructor
Details

Professor Vincent-Wayne Mitchell, [email protected],

Class Details

Fall 2015 Normally Wednesdays 10-1 or 2pm-5pm except where indicated on Fridays

Available; 1-2 and 5-6pm Wednesdays, when teaching

Location; Room 104 AM and PM

Prerequisites

No prerequisites

Class
Description

Classes will be 3 hours with a 20-30 minute break in the middle

Classes will involve; Lecture presentations, group discussions, case studies, questions and answer
sessions, videos, student presentations, paired exercises and self-assessment questionnaires. Sometime,
students will work in their groups of 3-4 to complete in-class discussions on their chosen UK company.
Students will need to do one oral presentation which will be assessed and form groups of 2-4 for in-class
group discussion work which will not be assessed.
You will be REQUIRED to read the relevant chapters of the book as indicated for the session before the
session and do the self test quiz at the end of each chapter.

Desired
Outcomes

1. To define and explain important marketing concepts and topics

2. To understand how marketing inter relates with other business disciplines.
3. To develop an understanding of how marketers think and the marketing philosophy.
4. To be aware of ethical issues in marketing.
5. To develop oral presentation skills and how to market yourself as a product as well as self-awareness of
your disposition as a consumer and employment candidate.

Assessment
Components

Page 1 of 7

1.

20% for a Personal Marketing Plan due in week 7.

This one assignment is designed to extend your knowledge of marketing. It involves learning how to
write a marketing plan and requires synthesizing from various parts of the course.
The Personal Marketing Plan provides an opportunity for you to apply the concepts learned in class to
the creation of a strategic marketing plan for yourself, to guide your efforts in your career and job
search. The word limit for the Personal Marketing Plan is 1,000 plus or minus 10%. This does not
include references or tables and figures which you should put in the appendices. As a rule of thumb,
the details, of say the SW|OT, go in the appendix, your conclusions go in the report. Be sure to follow
all guidelines for written assignments. You may follow the outline in the assignment description or, if
you are sure you have included all of the information in the outline, you may present it in another
format (perhaps one that does a better job of reflecting who you are!). To help you working on your
Personal Marketing Plan, students are advised to go on-line and take two tests: the VALS 2 test
(described in the text and accessible via the address given in the WebLink or via
http://www.strategicbusinessinsights.com/vals/presurvey.shtml and the Keirsey inventory (accessible

via http://www.Keirsey.com/).

2.

20% for a 10 minute in class oral presentation about applying a framework to a UK

company case with handouts and powerpoint/prezi. You should prepare a draft of the
presentation which is over 50% complete in power point a week before to show to the
Professor.

For the presentation you will chose a topic/concept or model from on the relevant subject for that week
you are presenting. You should conduct research to see if if there is any theory or marketing
frameworks behind the new idea, and include in your presentation the key marketing concepts being
used and show how the company used them. You do not need to cover all the concepts relating to your
topic, only those which are relevant to your UK company and the information you can find on your
companys activities. The presentations should be deep not broad i.e., have a lot of information about a
few topics rather than a little information about a lot of topics. Your main resources will be the internet,
personal observation and company literature from the company website and annual report. You could
also contact their press department for info and to ask specific questions. In addition you should
consult market reports such as Mintel and Keynote, Marketing magazines such as Marketing,
Campaign, Marketing Weekly and any trade magazines such as Retail Week, the Grocer or any other
related to the industry you choose. You can contact the trade association for you company as well as
search newspaper reports on their activities via such things as Factiva.com. Finally, there might already
be a case study written about the company so look for these in places such as ECCH. The presentation
needs to include and agenda slide, one slide on what the company does, several slides on the theory or
framework you are applying which needs to be drawn from the book or from the additional material
provided in the supplementary lecture notes. For each aspect of the theory, you must show how the
company used or applied it in the companys activities. You will be graded on how well you explain
the marketing concept being applied and amount and quality of the company information you find, as
well as clarity and style of your presentation. You should also include some activity to engage the
audience in active learning. During your practice of the presentation you should video yourself and do
some self-evaluation.
3.

30% on the results of Who wants to be a Millionaire? New Business Marketing Plan for
NYU Introduction to Marketing Students which you will complete in groups of 4. The group
will represent themselves as a commercial unit trying to gain funding for a new business. The
marketing plan will consist of 2 elements.

Your mission is to develop a marketing plan for a new business to make you a millionaire. The source
of the business idea, which needs to be launched in the UK, will come from either;
www.springwise.com or http://creativity-online.com/ ; http://www.trendhunter.com/, an idea youve
seen in the US and think it could work in the UK or your own ideas. To protect your ideas checkout
http://www.ipo.gov.uk/. You will work in a team of 4 to prepare a 2,000 word marketing plan and
follow the steps, guidance and example in the book to develop your report. A sample marketing plan is
given in Appendix A of the book and at the end of each chapter there is an exercise on how to build
your marketing plan. Each week as we cover the topic in the lecture you need to set aside an hour with
your group to discuss what implications that subject has for your business and your marketing plan.
The final plan needs to be very tightly argued and well thought through such that you could go to an
investor to ask for money to start your business. The plan needs to focus on a new business so some
elements of the plan can be excluded, so focus only on sections 3,4,5,6. Check out www.startups.co.uk
and http://articles.mplans.com/category/how-to-write-marketing-plan/ for interesting help in writing
the plan and http://www.mplans.com/sample_marketing_plans.php for some examples of plans. You
will also be required to do a 5 minute oral presentation of the plan in class which should be a pitch of
your idea to potential investors, as well as the 2000 word report to be handed in on the day of the
presentation on. Winners will get a course prize.
4.

Page 2 of 7

10% for course participation.

Class participation means contributing to class discussion in a way that benefits your classmates and
helps them learn. You don't have to speak frequently or in every class to earn the highest possible class
participation grade. Some of you may be shy about speaking out, but you still need to participate.
Marks will also be given for participation in various class exercises including the Museum visit, and
preparation of small pieces of work prior to class including the assigned self-assessment
questionnaires. There is about 8% for participation plus 2% for the pecha kucha. Each week, each pair
will circulate to the class a pecha kucha on Whatever you find interesting in marketing, i.e.,
something they have found which they think is new and potentially impactful. It can be a new metric, a
new way of communicating, a new product, a new research technique or just a new idea. For example,
you might chose to look at 3D printing and its effect on new product development or mobile
advertising and the effects on ethical marketing. The idea is to present something which is new and
potentially impactful in marketing. You will have to prepare the pecha kucha before class and simply
run the powerpoint or prezzie with a pre-recorded voice over so that it can be uploaded onto youtube.
Make sure the check the sound on the recording so it is loud enough. See www.pechakucha.org/.
Ideas can be taken from anywhere, but might include; www.marketingmagazine.co.uk;
www.marketingweek.co.uk; www.themarketer.co.uk.
5.

20% for the Final Examination of 1 hour containing 40 MCQs which will come from the
book and cover chapters after week 7 and 10 short answer questions which will come
from the lecture hand outs after week 7.

The test is not negatively marked and each week there will be a short 10 question test put online to help you
self-test your learning and prepare for the exam.
Assessment
Expectations

Grade A: Excellent work difficult to improve upon showing excellent subject knowledge
Grade B: Good work with minor areas for improvement showing sound subject knowledge
Grade C: Satisfactory work with some areas for improvement showing adequate subject knowledge
Grade D: Passable work with major areas for improvement showing limited subject knowledge
Grade F: Poor work with major flaws and inadequacies showing very little subject knowledge

Grade
conversion

NYU in London uses the following scale of numerical equivalents to letter grades:
A=94-100
A-=90-93
B+=87-89
B=84-86
B-=80-83
C+=77-79
C=74-76
C-=70-73
D+=67-69
D=65-66
F=below 65
Where no specific numerical equivalent is assigned to a letter grade by the class teacher, the mid point
of the range will be used in calculating the final class grade (except in the A range, where 95.5 will be
used).

Page 3 of 7

Grading Policy

NYU in London aims to have grading standards and results similar to those that prevail at Washington
Square.
At NYU Stern, we strive to create courses that challenge students intellectually and that meet the Stern
standards of academic excellence. To ensure fairness and clarity of grading, the Stern faculty have
adopted a grading guideline for core courses with enrolments of more than 25 students in which
approximately 35% of students will receive an A or A- grade. In core classes of less than 25
students, the instructor is at liberty to give whatever grades they think the students deserve, while
maintaining rigorous academic standards.
A guideline is not a curve. A guideline is just that-it gives an ideal benchmark for the distribution of
grades towards which we work.

Attendance
Policy

Study abroad at Global Academic Centres is an academically intensive and immersive experience. Learning in
such an environment depends on the active participation of all students. As classes typically meet once a week,
even a single absence can cause a student to miss a significant portion of a course.
To ensure the integrity of this academic experience, class attendance is mandatory and unexcused absences
will be penalized with a two percent deduction from the students final course grade. Students are
responsible for making up any work missed due to absence. Repeated absences in a course may result in failure.
How to report an absence
Absences from class must be reported to NYU London administrative staff using the online Absence Form:
http://tinyurl.com/nyulabsence
Absences can ONLY be excused if they are reported using this form. Students should NOT approach their
class instructor for an excused absence. However, students should contact their class instructor to catch up on
missed work.
Medical absences
If you are unable to attend a class due to ill-health, you must provide details of your illness and class(es) missed to
NYUL staff using the online Absence Form WITHIN SEVEN DAYS of your return to class.
Please do not use the form to report a medical emergency or to request urgent assistance. In a medical
emergency call 999 and ask for an ambulance. NYU London staff are available to offer support, whatever time of
day. If you would like to speak to a member of staff urgently to request support with a medical problem, please
call 0800 316 0469, selecting option 2.
Non-medical absences
If you have to miss class for an unavoidable, non-medical reason you must provide details to NYUL staff using the
online Absence Form at least SEVEN DAYS PRIOR to the date(s) in question. Examples of valid non-medical
reasons are as follows: religious holiday; family wedding; scholarship competition; family emergency. If in doubt
please speak to a member of Academics staff or email [email protected]. Failure to provide requested
documentation for these types of absences will result in the absence remaining unexcused.
Further information regarding absences
NYU London staff carefully monitor student attendance and absence records. In most cases full completion
of the online Absence Form will be sufficient to excuse your absence. However, in certain circumstances, you will
be asked to provide additional information/verification before it can be excused. If we notice that you have
multiple absences you will be contacted to arrange a meeting with a member of staff.
Unexcused absences from exams are not permitted and will result in failure of the exam. Students may not
take an exam before or after other students in the class, and may not leave the programme before all course work
has been submitted.
Please refer to the NYU Wikis Page for the full absence policy: https://wikis.nyu.edu/x/awRgAw

Late

Page 4 of 7

Written work due in class must be submitted during the class time to the professor. Late work should be submitted
in person to a member of NYU London staff in the Academic Office (Room 308, 6 Bedford Square) during office

Submission of
Work

hours (Mon Fri, 10:30 17:30). Please also send an electronic copy to [email protected] for submission to
Turnitin.
Work submitted within 5 weekdays after the submission time without an agreed extension receives a penalty of 10
points on the 100 point scale.
Written work submitted more than 5 weekdays after the submission date without an agreed extension fails and is
given a zero.
Please note end of semester essays must be submitted on time.

Plagiarism
Policy

At NYU, a commitment to excellence, fairness, honesty, and respect within and outside the classroom is essential
to maintaining the integrity of our community. By accepting membership in this community, students take
responsibility for demonstrating these values in their own conduct and for recognizing and supporting these values
in others.
At NYU London, students will submit electronic copies of their written work to Turnitin via their NYU Classes
course site. Instructions will be provided to you separately.

Required
Text(s)

Supplemental
Texts(s)

"Kerin Berkowitz Hartley Rudelius Marketing 11th Ed McGraw-Hill/Irwin

ISBN 0078028892.

http://highered.mcgraw-hill.com/

Real People, Real Decisions Solomon, Marshall, Stuart, Barnes and Mitchell, 2013,
2nd European Edition, Pearson Prentice Hall

Internet
Research

No specific guidelines

Additional
Equipment

A laptop. IT policy, is that mobile phones and laptops should remain switched off during the class
unless they are required for a particular activity as instructed by the Professor.

Session 1

Course introduction, assessment, expectations and how to handle course feedback. Appointment of
course representatives to create a facebook page for the course to showcase student work and allow
students to share materials.

2 Sept 2015

You are REQUIRED to read Chapter 1 Creating customer relationships and value through marketing
and do the test questions at the end of it.
Presentation skills. Organising for presentations. VAK learning styles self-assessment.
Session 2
9 Sept 2015

You are REQUIRED to read Chapters 2 Developing successful marketing and corporate strategies and
3 Scanning the marketing environment.
Student group exercise using ANSOFFS matrix.

Session 3

You are REQUIRED to read Chapter 4. Ethics and social responsibility in marketing.

16 Sept 2015

Presentation guidelines. Marketing ethics self-assessment.

Page 5 of 7

Session 4

You are REQUIRED to read Chapter 5 Consumer behaviour and do the self test at the end of it

23 Sept 2015

Student presentations. Approach or avoidance self-assessment.

Session 5

You are REQUIRED to read Chapter 8 Turning market information into action.

30 Sept 2015

Student Presentations.

Session 6

You are REQUIRED to read Chapter 9 Identifying market segments and positioning.

7 Oct 2015

MCQ test revision advice. Group segmentation exercise for their company. Student presentations.
.

Session 7
You are REQUIRED to read Chapter 10 Developing new products.
14 Oct 2015

Student presentations. Brainstorming; Group exercise on developing new products for their company.

Hand in Personal Marketing Plans; What did you learn from the exercise?
Session 8
21 Oct 2015

Interim course evaluation. Belbins team roles. Student Pecha Kuchas. Locus of control selfassessment.

Session 9
You are REQUIRED to read Chapter 11 on Managing the Product; Branding
28 Oct 2015

Student presentations.

Session 10

You are REQUIRED to read Chapter 12 on Services

11 Nov 2015

Discussion of importance of service marketing. Student presentations.

Elevator pitch preparation and Marketing plan guidance.

Session 11

You are REQUIRED to read Chapter 18 on Advertising, Sales and PR

18 Nov 2015

Student Presentations. Transactional Analysis self-assessment.

Session 12

You are REQUIRED to read Chapter 19 on Social Media

25 Nov 2015

Student Presentations. Social Desirability self-assessment.

Session 13

Page 6 of 7

You are required to read Chapter 21 Implementing Interactive and Multi Channel Marketing
2 Dec 2015

Student Presentations. Q&A for Marketing Plan report.

Session 14

Museum of Brands and Advertising site Visit

9 Dec 2015

Questions on course feedback answered. Who wants to be a Millionaire Marketing Plan Presentations
and report due. Q&A for final examination.

Session 15

You are REQUIRED to read Appendix C Planning a career in Marketing

16 Dec 2014

Final examination worth 20%. 1 hour. 40 MCQs and 10 short answer questions.
The questions will be based on chapters covered since the mid-term exam. Guest Speaker
Course evaluation and feedback.

Classroom
Etiquette

Eating is not permitted in any classrooms in 6 Bedford Square or at Birkbeck College. Please kindly
dispose of rubbish in the bins provided.

Required Cocurricular
Activities

Observe if possible and find information on your company of choosing throughout the course.

Suggested Cocurricular
Activities

Be observant about the marketing activities students see around them in their daily lives. Read some
marketing related newspaper and magazine stories. Reflect on the experiences students have with the
companies they buy products from and see if they are satisfied and what improvements to products and
services could be made.

You are also required to attend the Museum of Advertising, Packaging and Brands and all the features it has
to offer.

Your instructor, Vincent-Wayne Mitchell, is Professor of Marketing Cass Business School, City University London. His did
his PhD in Professional Services Marketing and he has published over 200 academic and practitioner papers in journals
such as Harvard Business Review, Journal of Consumer Psychology, Journal of Economic Psychology, Journal of Business
Ethics, British Journal of Management and has won 8 Best Paper Awards. He sits on the Editorial Boards of six
international journals as well as being an Expert Adviser for the Office of Fair Trading and Head of Marketing at Cass. He
has undertaken work for numerous organisations and received research funding and support from; the DTI, Cooperative
Bank, British Brandowners Group, Coca Cola, Boots, KPMG, Viatel, Hillier Parker May and Rowdon, Tesco, The
Solicitors Journal, Addenbrookes Hospital and his research has been extensively reported in Financial Times, Times,
Guardian, The Daily Telegraph, THES, Radios 1 and 4, Granada TV, BBCs Inside Story, Ten Oclock News, Working
Lunch and a regular on Watchdog. His new Introduction to Marketing textbook called Real People, Real Decisions won
Financial Times/Pearson Prentice Hall Higher Education Book of the Year Award 2010.
http://www.cass.city.ac.uk/experts/V.Mitchell
Twitter @Prof_V_Mitchell
Google scholar; http://scholar.google.co.uk/citations?hl=en&user=-ay_unUAAAAJ
Linkedin; https://www.linkedin.com/profile/view?id=11911706&trk=nav_responsive_tab_profile

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