Marketing Mix - Fairleigh Dickinson University

Marketing Mix
is in full swing this semester!
By Daniela Hlinka
Have you ever wondered what it is like to work for an NFL football
team, a luxury car company, or a television network? If you have, the
Marketing Mix is the student club for you!
This semester, our members are eagerly anticipating many
exciting events. We are planning on hosting the Director of Product
Planning of Maserati North America, Robert Allan, as well as Fairleigh
Dickinson alumnus Paul Scott who has started Idea Farm, a
marketing consulting company. We are also planning a visit to
Nickelodeon in New York City to tour the Viacom building and learn
more about their marketing and licensing strategies.
Our meetings are fun, interactive and provide great networking
opportunities for students. You can get involved with the club and at
the same time learn about exciting opportunities to intern at the
companies whose employees come and speak to us. We now have
students working with The New York Jets after we hosted one of their
representatives as a speaker in the spring. Another great company
where fellow students have interned is Ciao Bella Gelato, based right
here in Florham Park.
On campus, the Marketing Mix is establishing a real presence.
Already this semester members have participated in the Homecoming
Charity Carnival. The club built a tomato throwing game called
Marketing Mix Rotten Revenge. Carnival goers paid a dollar for two
throws to throw at willing members of the club. The booth was a big
hit, and all proceeds went to the Interfaith Food Pantry. We also
participated in Club Fair this fall and have recruited many new faces
to join the organization. However, we are always looking for new
members and ideas. Our meetings are open to all majors and are
held every other Tuesday at 5:00 pm in the Sammaratino Room.
Check us out on Facebook.com!
2011 USASBE Conference Dr. Ethné Swartz, Chair of the
Marketing and Entrepreneurship Department, will head the
annual United States Associate for Small Business and
Entrepreneurship (USASBE) Conference from January 13 to 16,
2011, at the Hilton Head Island in South Carolina. Dr. Swartz is
the Program Chair of the conference, and she leads a dedicated
team of entrepreneurship professors from different universities in
the United States. The keynote speakers for 2011 conference are
Marie Johns (Deputy Administrator of the US Small Business
Administration), William B. Gartner (Arthur M. Spiro Professor of
Entrepreneurship at Clemson University), Jennifer Prosek
(Founder and CEO of CJP Communications), Lee Rainie (Director
of the Pew Internet and American Life Project) and FDU alumnus,
Richard Sweeney (Co-Founder of Keurig, Inc.). The USASBE
conference is one of the premier gatherings of entrepreneurship
scholars and educators in the world. Please see the conference
site www.usasbe.org/2011 for more information.
Alumni Profile: Ms. Sidrah Qayyum,
class of 2009
Ms. Sidrah Qayyum
Class of 2009
Major: Marketing
Minor: Advertising
Major: Marketing
Minor: Advertising
Internships during college: Bill Blass,
New York; Points Medical, Somerset NJ
INSIDE THIS ISSUE
Marketing Mix 1
Alumni Profile: Undergraduate 1
2011 USASBE 1
Department Professors 2
Conversations with Students 3
New Jersey Green Association 4
FDU Alum, Joe Russo 4
Where can an FDU undergraduate
marketing degree take you?
First job out of college: Junior Marketing Analyst, Points
Medical, Internships Somerset during NJ college: Bill Blass,
New York; Points Medical, Somerset, New Jersey
Current job: Search Engine Marketing Manager, Zeta
Interactive, First job out New of York college: Junior Marketing Analyst, Points
Medical, Somerset, New Jersey
Best thing about my job: It's very engaging and requires a
lot Current of critical job: thinking Search to Engine make sure Marketing all projects Manager, are up Zeta to par
with Interactive, client's standards. New York Requires a lot of "out of the box"
thinking and new ideas to generate brand awareness and sales
leads. Best thing about my job: It's very engaging and requires
critical thinking to make sure all projects are up to par with
Worst client's thing standards. about Involves my job: "out It's of a lot the of box" work. thinking and new
ideas to generate brand awareness and sales leads.
Best course I took in college that helped prepare me for
work: Worst thing Consumer about Behavior my job: really It's helped a lot of me work. realize what the
user sees and what consumers are looking for from any
particular Best course brand. I took Basically in college what would that helped drive a consumer prepare me to for
make work: a decision, Consumer needs Behavior vs. wants really etc. helped It is me key realize to understand what the
this user when sees you're and what working consumers on creating are looking brand awareness.
for from any
particular brand. Basically what would drive a consumer to
Best make thing a decision, I did in needs college vs. wants, to prepare etc. It me is for key work: to understand
Internships this when you're and jobs working where on I learned creating about brand online awareness. marketing, ecommerce
and search engine marketing.
Best thing I did in college to prepare me for work:
Best Internships course and I took jobs in where college I learned that helped about online prepare marketing, me for
life: e-commerce Too many and to search name, engine but I think marketing. all the MKTG courses that
focused on thinking outside of the box (Marketing Research,
Consumer Best course Behavior, I took Advertising) in college that and Professional
helped prepare me for
Communications.
life: Too many to name, but I think all the MKTG courses that
focused on thinking outside of the box (Marketing Research,
Best Consumer advice Behavior, for current Advertising) FDU students: and Professional Participate in as
many Communications.
internships as you can and make a lot of contacts so they
can be a point of reference once you graduate and begin your
job Best hunt. advice for current FDU students: Participate in as
many internships as you can and make contacts so they can be
Best a point advice of reference for people once going you graduate into my and field: begin Keep your up job to date
with hunt. the news and changing events, as many companies are
either being bought out or merging.
Best advice for people going into my field: Keep up to
date with the news and changing events, as many companies
are either being bought out or merging.

Introducing Adjunct Professors:
Lindsey Greene
Barrett
(lindsey_greene
@fdu.edu)
Lindsey Greene Barrett is president of
Women Throughout Time, an
organization that provides a series of
lectures, seminars and workshops for and
about women. She founded Women
Throughout Time to further women‟s
history education and provide programs
for businesswomen and women
entrepreneurs. Barrett graduated from
the University of Virginia in 2000 with a
B.A. in English and a history minor. After
graduation, she began working for
Singleton Browne Corporation, an
entrepreneurial venture in industrial and
residential construction and development
started in 1965 by her father. For the last
eight years, she has acted as manager of
the firm‟s industrial holdings in Upper
Saddle River, NJ. Barrett received her
M.B.A. from Fairleigh Dickinson
University in 2007, and is currently an
adjunct faculty member at FDU teaching
two entrepreneurial classes, Women as
Entrepreneurs and Business Ventures
Capstone. She resides in Wyckoff with
her husband Nicholas. She is active in
several local organizations on a volunteer
basis, including the Hermitage (a historic
house museum and history education
center), the Girl Scouts and FDU‟s Sands
of Time: Exposure to Greatness.
Find out more about the
Entrepreneurship and Marketing
professors at the Entrepreneurship and
Marketing Department, Silberman
College of Business site at
www.fdu.edu
Learn more, have fun and build your network! Join the clubs supported by the Entrepreneurship and Marketing Department:
GRADUATE BUSINESS CLUB
Jason Blumstein, President (fdu.gbc@gmail.com)
Dr. Ethné Swartz, Advisor (swartz@fdu.edu)
Professor Ann Huser, Advisor (ahuser1@gmail.com)
Next meeting will be on October 27, Wednesday,
6:00pm at the Rutherford Room, Madison Campus
Raymond Capozzi
(raymond_capozzi
@fdu.edu)
Raymond Capozzi became an adjunct
professor at Fairleigh Dickinson University
in 2005, and has taught Marketing
Research, Marketing Concepts, Business
Forum and Advanced Marketing
Management at the undergraduate and
graduate levels and for the Executive MBA
and the MBA Verizon Wireless programs.
His teaching experiences have also taken
him to Africa, where he served as a Peace
Corps teacher in Ethiopia. Ten years later,
he came back and served as a marketing
coordinator and taught entrepreneurial and
cottage-industry skills for developing
practical revenue streams for the university
in Ethiopia. Capozzi has traveled in more
than 90 countries as a consultant and
tourist. Outside of the classroom, he held
positions at American Cyanamid‟s
Consumer Products Division and the Post
Division at General Foods. He specialized in
new-product development and test
marketing for many different packaged
goods. In addition, he had his own
company, offering marketing
research/services to many large and small
corporations, including Johnson & Johnson,
Nabisco, Burger King, Taco Bell, L‟Oreal and
Alberto Culver. “My teaching style is to be
myself by bringing to the classroom my
personal life experiences and „real world‟
business experiences,” Capozzi said. “I
always keep remembering, when dealing
with students, that at one time I was a
student on the other side of the desk, with
similar anxiety and goals. I try to place the
course content into perspective, recognizing
the pressures facing young people today.”
Capozzi earned his B.S. and MBA in
business management and marketing at
FDU.
Gina Tedesco
(gina_tedesco
@fdu.edu)
Gina Tedesco is an entrepreneur, a
private investor, a business consultant
and a professor. She is the founder and
President of Opus International, a
consultancy offering services in business
strategy, mergers and acquisitions,
strategic planning, product licensing,
valuation analysis, due diligence and
entrepreneurial financing, as well as
providing industry expertise and analysis
on the pharmaceutical and biotechnology
industries. Tedesco's career of 24 years
includes co-founding three successful
start-up ventures after holding various
senior level management positions in a
global pharmaceutical company which
included postings in Paris, France, and
Sao Paulo, Brazil. Tedesco earned a B.S.
in mechanical engineering from the
University of Massachusetts at Amherst
(Pi Tau Sigma) and an MBA from George
Washington University (magna cum
laude) as well as an additional MBA
certificate in entrepreneurship from
Fairleigh Dickinson University. Tedesco is
a member of Jumpstart, a private,
member-led angel group that invests in
early-stage technology companies in the
mid-Atlantic region. She has served on
the boards of both public and private
ventures and currently serves as a
trustee of the Somerset Hills Educational
Foundation. She is a member of the
advisory board for the Rothman Institute
of Entrepreneurship at FDU. Professor
Tedesco teaches graduate classes in
entrepreneurial finance and leads the
MBA Business Ventures Capstone course
for the department.
MARKETING MIX CLUB
Daniela Hlinka, President (dhlinka@student.fdu.edu)
Professor Ann Huser, Advisor (ahuser1@gmail.com)
Dr. Caroline Munoz, Advisor (Munoz@fdu.edu)
Meetings are open to all majors and are held every other
Tuesday at 5:00pm in the Sammaratino Room, Madison Campus

Richard Metting is a young entrepreneur who started his
business at the age of 21. His company, Computer Medic LLC, was
established in October 2008. The company offers in-house as well
as business services. Richard completed his undergraduate studies
as a finance major. He was recently selected as the winner of an
NJSEA (New Jersey Student Entrepreneur Awards) award.
Q: What were your most formative work experiences?
Richard: I was 18 when I started working for Erickson Retirement
Community. As a resident technician for the company, my duty
was to assist senior citizens with their computers and cable
services. I offered to work voluntarily for a couple of weeks to get
my shoe in the door. They saw my ambition so they put me on the
payroll right away. After 2½ years of service I left the job to
pursue my lifelong dream of setting up my own business.
Q: Who is your inspiration?
Richard: My father is my inspiration and he is an alumnus of FDU.
He motivated me to start a business and pushed me to go into
computers.
Q: What services do you offer your customers?
Richard: Computer Medic LLC has four employees including me.
Our revenue is about $10,000 per month. Most of our clients are
from Erickson Retirement Community. They have always loved my
services and continue to give us business. Computer Medic LLC
provides technical solutions to people who need help. These
services are typically training, consulting, and repair. I love taking
risks, so recently I made a contract with a cable company by the
name “Arledge.” They lost their good reputation because of
lackluster customer service. My crew and I have decided to rebuild
their business plan and improve Arledge‟s image.
Q: What are your near-future plans?
Richard: Currently, I am working to expand my existing business. I
am opportunity driven, so if I find a new opportunity I will start a
new business.
“Listening to a professor tells you how to apply your
classroom knowledge to the real world. In my Marketing
Concepts class, I learned the basics of marketing that I
applied in my internship.” - Angeline
Conversations with Students
By Mayur Gandhi
“My father is my inspiration and he is an alumnus of
FDU. He motivated me to start a business and pushed
me to go into computers… Currently, I am working to
expand my existing business. I am opportunity
driven, so if I find a new opportunity I will start a new
business.” - Richard
Angeline Shen (left) is an aspiring MBA student at the College
of Florham majoring in entrepreneurship. This summer she
completed an internship at the footwear company, Lindsay
Phillips, Inc.
Q: What was the duration of your internship and what
responsibilities did you have at this company?
Angeline: My internship period was from May 24 to August 27,
2010. It started with a training day, where I was told about the
internship structure and the job description. The three-month
internship was divided into three stages. In stage 1, I had to
interact with the customers and provide them with web based
customer services. These services include processing an order,
helping customers to track their order(s) and explaining to them
about the return policy on an order. In a day, I attended
approximately 20 phone calls and worked on about 20 email
inquiries. The company had a very satisfactory performance
appraisal for me during this stage. My next task was to train a
newly hired full-time employee, which I completed successfully.
In stage 3, the company expected me to carry out the
marketing tasks.
Q: How could you link FDU’s classroom experience to this
opportunity?
Angeline: It was a good learning experience. Listening to a
professor tells you how to apply your classroom knowledge to
the real world. In my Marketing Concepts class I learned the
basics of marketing that I applied in my internship. I also
created a customer database in Excel to ensure accuracy of
customer information, track customers‟ replacement and log
customer contact by telephone or computer. The tool helps the
company to monitor and maintain high customer service levels.
Q: Who is your inspiration? Why?
Angeline: My mother is my inspiration. She is a businesswoman
who imports fresh foods from Vietnam to China. In the future, I
would like to be a successful businesswoman like her.

The New Jersey Green Association (NJGA), a nonprofit
association dedicated to the preservation of New Jersey‟s
environment, hosted their quarterly meeting at Fairleigh
Dickinson University in July. FDU was a perfect selection for
this particular meeting entitled “The greening of Governor
Christie” as it echoes the University‟s “Green Campus” policy.
It was attended by large and small businesses interested in
sustaining New Jersey‟s green environment. The guest
speaker was Mr. Bob Martin, New Jersey‟s newly appointed
Department of Environmental Protection (DEP) Commissioner.
Commissioner Martin discussed the DEP‟s vision for the next
four years, with priorities that include cultural change,
regulatory reform, a license site profession program, water
protection, promotion to use wind and solar energy and
protection of parks and wildlife.
The meeting moderator was Mr. Eric Orlando, Vice
President of Kaufman-Zita Group. Mr. Orlando noted that after
getting elected, Governor Christie opened the office of
Economic Development and Green Energy in NJDEP. The
primary mission of this office is to help businesses develop
more opportunities for wind and solar power. Mr. Orlando also
enumerated the three main goals of the Governor‟s Energy
Policy as: 1) reducing the cost of energy through increases in
efficiency, 2) increase in in-state energy production and
storage and 3) outreach to renewable energy companies to
encourage their relocation to NJ. He then briefly reviewed the
list of pending legislations that can influence the undertakings
of NJGA and its members.
In addition, NJGA Executive Director, Mr. Allan Fliss,
discussed the growing membership of the Association and
some of the new initiatives of NJGA. Overall, the event was in
interest for the green businesses and entrepreneurs who are
looking to get into the State‟s growing green industry.
Professor Domenick Celentano represented Fairleigh Dickinson
University at this event.
In photo, Eric Orlando speaks before the attendees of the forum. At the bottom is a photo
of NJGA organizers.
About NJGA It is a non-profit organization committed to the improvement and
longevity of the environment within the state of New Jersey. The Association is comprised
of senior representatives from environmentally friendly industries, academic institutions
and state government organizations, dedicated to the preservation and maintenance of the
environment. The New Jersey Green Association aspires to make the Garden State live up
to its name.
Find out more about NJGA and how you can become a member at
www.nj-green.org
On April 16, Joe Russo, an FDU Alumnus, joined Professor Richard
Archambault’s Business Planning Forum course and visiting honors students
from Teaneck High School. Mr. Russo brought and presented a real-life
problem that his dairy supply company was trying to solve. The students were
given sales/demand data and were divided into teams to brainstorm
alternative growth strategies. At the end of the fast paced exercise, readouts
by each team and awards of prizes to the best team, all the students were
treated to a wide variety of their favorite ice cream treats! The objective was
to introduce students to an external company with a real business problem as
well as to celebrate an event held each spring – World Entrepreneurs Day –
celebrated on April 16.
Dingman’s Dairy is a wholesale ice cream, topping and dessert distributor in
Paterson, New Jersey, that has been a household name for the last 50 years
and continues to serve its 2,000 business customers in the New Jersey, New
York and Pennsylvania areas with over 1,500 different types of ice creams and
toppings. The company was acquired by new owners in 2007. They want to
expand the current operation not only in ice cream and topping, but other
related industries. It currently has 30 employees and intends to continue
hiring as the operation expands. The goal of the exercise was to create a
marketing plan that will flatten the company‟s sales cycle and will provide
additional incremental profits.
In the photos, from the top:
1) Joe Russo, explaining the
ice cream business cycle.
2) Teaneck high school
teacher, Ms. Katie Cannao,
discussing with FDU
professors Ethné Swartz and
Richard Archambault.
3) Students getting ice cream
from the cart.
4) The best team for the
exercise.
Marketing & Entrepreneurship Department
Ethné Swartz, Chair
Patti Albanese, Administrative Assistant
Metropolitan Campus
(V) 201-692-7213; (F) 201-692-7219
Maribeth Kenworthy, Administrative Assistant
College at Florham
(V) 973-443-8850; (F) 973-443-8870
Graduate Assistants:
Donna Isabel Averion
Mayur Gandhi
Bryan Gray
Tolu Malik