Intro to Marketing

What is Marketing?

Stacy Smollin Schwartz

sschwartz@business.rutgers.edu

Marketing is _____________.

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 Customers
Marketing is _____________.

Definition of Marketing:
“Process by which
companies create value
for customers and build
strong customer
relationships in order to
capture value from
customers in return.”

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Customers
Marketing is _____________.

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 Strategic
Marketing is _____________.

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Strategic
Marketing is _____________.

The Marketing Process

Analysis Decisions Outcomes

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 Strategic
Marketing is _____________.

The Marketing Process

Analysis Decisions Outcomes

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Revenue
Marketing is _____________.

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 Revenue
Marketing is _____________.

The Marketing Process

Analysis Decisions Outcomes

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Important
Marketing is _____________.

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Data Analytics
Marketing is _____________.

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 Data Analytics
Marketing is _____________.

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Data Analytics
Marketing is _____________.

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 Your Product
Marketing is _____________.

Product

Target
Market

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The Price
Marketing is _____________.

Product

Target
Market

Price

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 The Place
Marketing is _____________.

Product Place

Target
Market

Price

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The Promotion
Marketing is _____________.

Product Place

Target
Market

Price Promotion

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 Everywhere
Marketing is _____________.

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Everywhere
Marketing is _____________.

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 Everywhere
Marketing is _____________.

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Everywhere
Marketing is _____________.

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 Creative
Marketing is _____________.

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Fun
Marketing is _____________.

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 Magic
Marketing is _____________.

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Hiring
Marketing is _____________.

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 Hiring
Marketing is _____________.

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Hiring
Marketing is _____________.

https://aef.com/marketing-videos/

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 you?
Marketing is _____________

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Me
Marketing is _____________.

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 Stacy Smollin Schwartz
sschwartz@business.rutgers.edu
tw @smollinschwartz

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Intro to Marketing
Course Overview

Stacy Smollin Schwartz

sschwartz@business.rutgers.edu
The Course: Objectives

• Teach fundamental marketing principles.

• Explore the ways organizations use these
principles to reach their goals and deliver value
to customers.
• Make you more aware of marketing in the “real
world.”

To prepare more smart, hardworking

business students for successful careers
in (or near) marketing!

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The Course: What You Will Learn

Topics # Text
Weeks Chaps.
Analysis: Marketing Strategy 4 1-5
Decisions: Target Audience – Segmentation, 2 6
Targeting & Positioning
Decisions: Marketing Mix – Product, Price, 8 7-14
Promotion, (Place Ch10/11)

Note: Global marketing (Chap 15) and ethical considerations (Chap 16)
will be discussed throughout the semester, not as separate class sessions.

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 Grading
Research
Participation
5%

Class
Participation
15%

Exams
45%
MyLab HW
Assignments
15%

Lesson Review
Questions
20%

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Grading, continued
45% Exams 20% Lesson Review 15% Class
• 3 Exams Questions Participation
• Non-Cumulative
• Open-Book “Clicker • Discussion boards,
• Multiple Choice
Questions” at the end online exercises and
• Concepts and of each lesson other activities
Application of
• Not timed throughout the
Concepts semester.
• Graded on accuracy
• Closed Book
• Based on in-class
• Based on in-class slides, notes, articles,
slides, notes, articles, discussions & textbook
discussions & textbook

15% MyLab Homework Assignments 5% Research

• MyMarketingLab online assignments Participation
• Linked with Canvas • 2 Sessions
• Due dates indicated on syllabus, in Canvas and in
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myMarketingLab
Registering for myMarketingLab –
Linked with Canvas

If you need help…

• Access myMarketingLab online registration
support at
https://support.pearson.com/getsupport/s/
• Some tips:
– Avoid 2 week free trial if you can
– If not, make sure you don’t let your free trial expire
– Assignments don’t always go in chapter order
– Take your time! Assignments are graded based on
accuracy, and in most cases you only get 1 attempt at
each assignment.

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Class Format
• Asynchronous – there are no required live sessions.
• Class-Paced – there are weekly due dates to ensure
the class stays together on each topic.
• Weeks typically begin on Mondays (Day 1) 12:00am
ET and end on Sundays (Day 7) at 11:59pm ET. (Note
a few exceptions in syllabus)
• Typically 1-2 lessons are assigned per week
• Typical lesson:
– Review & Download: Lesson Overview page: Overview, slides,
articles, expectations
– Watch: Video Lectures related to that lesson
– Do: Lesson Review Questions, MyMarketingLab assignments,
class participation activities
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The Course: How You Will Learn It

• Schedule focused time for class (5-9hrs)
– Don’t wait until Sunday to look at everything
or the first time!
• Respect, honesty, integrity, and effort
• Prepare for each week’s lesson
– Syllabus
– Articles
– Assigned textbook chapters
– Download slides
– Really listen to the lectures (blanks on slides!)
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What You Can Expect from Me

• Weekly live office hours
• Fairness and respect
• Real world examples
• Lots of relevant videos
• Timely posting of class materials
• Timely responses to acceptable questions
• Accessibility (but please confirm availability via
email first!)
• To do my very best to make you love marketing!
• Prepare you for any career in business.

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 When you need assistance…

• Check Syllabus & Canvas materials first

• Attend weekly office hours
• Post course questions to Class Help Discussion
Board
• Email Course Assistants (Ashlee, Jason, Mariana,
and Valarie) with more personal student questions
at IntroMarketingRBS@gmail.com
• Email me at sschwartz@business.rutgers.edu
(Rutgers email preferred to Canvas mail)

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Stacy Smollin Schwartz

sschwartz@business.rutgers.edu
tw @smollinschwartz

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