MK411 Marketing Management

for U1J 2006

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Mission Statement: The mission of Park University, an entrepreneurial institution of learning, is to provide access to academic excellence, which will prepare learners to think critically, communicate effectively and engage in lifelong learning while serving a global community.

Vision Statement: Park University will be a renowned international leader in providing innovative educational opportunities for learners within the global society.


MK 411 Marketing Management


U1J 2006 DN


Lane, Frank E.


Senior Instructor


MA Management & Supervision,  Central Michigan University
BS Marketing, Missouri State University

Office Location

Not located on campus

Office Hours

On an appointment basis will meet outside of class time

Daytime Phone

816-694-2224    9AM - 9PM  Monday - Saturday (mobile phone)


Semester Dates

June 5, 2006- July 29,2006

Class Days


Class Time

5:30 - 9:50 PM



Credit Hours


Peter & Donnelly, Marketing Management: Knowledge and Skills, 8th edition, Irwin.  ISBN 0-07-313763-4

Note: This is a new 8th edition version not used before.

Textbooks can be purchased though the MBS bookstore

Textbooks can be purchased though the Parkville Bookstore

Additional Resources:
Library and outside business research of the company and product for your marketing plan.

One week before our first class meeting please sign on to ,click on MK411, click "doc sharing" tab across the top and you will find the copies of this document, grading system, power points and other class documents you can download if you wish.

Course Description:
Study of the theoretical foundations, the methods and the environment of  marketing, management.  Topics include: consumer behavior, product policy,  channel management, pricing and promotion.  Prerequisite:  MK351.  3:0:3

Educational Philosophy:
The basic goal of this course is to provide you with a solid foundation for applying the concepts and theories learned in other marketing courses. This class will provide you with a mix of critical analysis, application, various factors that influence marketing management, and the key components of a marketing plan. The course should help you to develop insight about management decisions related to product, price, promotion,  place to meet the needs of a target market, and the other key elements of the marketing management process.

  Instructor Learning Outcomes

  1. Demonstrate a basic knowledge of the terms and processes involved in marketing and how to plan within the strategic environment.
  2. Explain the five management philosophies.
  3. Define the marketing information system and discuss its relevance to modern marketing.
  4. Utilize the four steps of the strategic marketing planning process in the development of a basic marketing plan.
  5. Define the three steps of target marketing: segmentation, market targeting, and market positioning.
  6. Describe the stages of the product life cycle and how strategies change during the cycle.
  7. Identify the major channel alternatives open to a company.
  8. Explain how companies adapt their marketing strategies.
  9. Create a basic (product-oriented) marketing plan.
Class Assessment:
Case studies provide an opportunity to apply marketing concepts and practices in a wide range of industrial settings.  Cases necessitate meaningful numerical and financial analysis. Examinations give the student the ability to demonstrate his or her grasp of the information.  The marketing plan assignment allows the student demonstrate their understanding of the material and ability to present in front of a group. We will follow the outline in the text.  In class application exercises will be used with selected chapters to enhance the learning experience.

GRADING PLAN:         %'s are approximates
•45% Tests will be derived of information from class discussion and chapters. (multiple choice & essay format)  
•15% Attendance/participation
•15% Case solution will be turned in writing and an oral discussion made (schedule at first meeting based upon enrollment size)

•25% Marketing Plan will be turned in and an oral business presentation made.
Points will be awarded for both oral and written work.

A complete point system schedule will be furnished during our first class meeting. “Extra Credit” is not available.
A complete point system schedule will be covered during your first class meeting. A (90%), B (80%), C (70%) D (60%) F (less than 60%) all based upon total points.    "Extra Credit" is not available.  Grades will not be held while waiting for your class requirements. At the end of the term, any student who has not completed all work will only receive an "incomplete" if a valid reason exists and there are unusual circumstances to consider

Late Submission of Course Materials:
Assignment/test not turned in by the end of the scheduled class meeting due will result in a 10% grade deduction. If not submitted during the following class meeting, it will no longer be accepted and zero points will be awarded. The student is responsible to verbally communicate with the instructor before the next meeting to learn of assignments made during one's absence.  

If late work is associated with an "excused absence" (agreed to and granted by this instructor) makeup arrangements must be met on time or the student's submission will be classified "late".

Classroom Rules of Conduct:
Use of cell phones in the classroom is prohibited.  This is a case discussion class and rules of etiquette will be discussed the first meeting.

Class Meeting

Pre-work Assignments

Tentative Class Schedule

Meeting - 1
June 6

• Read chapter and cases

• Chapter 1, Chapter 2  
Appendix: Portfolio Models
Section VII, Case 2:  McDonald's Corporation

Meeting - 2
June 13

• Read chapter and prepare case

Class Schedule:
• Chapter 3, Chapter 4

Meeting - 3
June 20

• Read chapter and prepare case

Class Schedule:
• Chapter 5, Chapter 6
• Assigned Case Study

Meeting - 4
June 27

• Read chapter and prepare case

Class Schedule:
• Chapter 7, Chapter 8
• Assigned Case Study

Meeting - 5
July 4

• Read chapter
Study for exam

Class Schedule:
•Midterm Exam (Chapters 1-7)
• Chapter 9

Meeting - 6
July 11

• Read chapter and prepare case and work on marketing plan

Class Schedule:
• Chapter 10, Chapter 11
•  Assigned Case Study

Meeting - 7
July 18

• Read chapter and prepare case and complete marketing plan

Class Schedule:
•Chapter 12, Chapter 13
•Assigned Case Study
•Turn in Marketing Plan (ink on paper & digital version)

Meeting - 8
July 25

•Study for Test
•Prepare presentation Attendance  mandatory for class meeting #8.

Class Schedule:
•Marketing Plan Presentations
• Final Exam (Chapters 8 – 13, Financial Analysis)




Academic Honesty:
Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life.   Park University 2005-2006 Undergraduate Catalog Page 85-87

Plagiarism involves the use of quotations without quotation marks, the use of quotations without indication of the source, the use of another's idea without acknowledging the source, the submission of a paper, laboratory report, project, or class assignment (any portion of such) prepared by another person, or incorrect paraphrasing. Park University 2005-2006 Undergraduate Catalog Page 85-87

Attendance Policy:
Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.

  1. The instructor may excuse absences for valid reasons, but missed work must be made up within the semester/term of enrollment.
  2. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  3. In the event of two consecutive weeks of unexcused absences in a semester/term of enrollment, the student will be administratively withdrawn, resulting in a grade of "WH".
  4. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  5. Students receiving Military Tuition Assistance or Veterans Administration educational benefits must not exceed three unexcused absences in the semester/term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.
  6. Report of a "F" grade (attendance or academic) resulting from excessive absence for those students who are receiving financial assistance from agencies not mentioned in item 5 above will be reported to the appropriate agency.

Park University 2005-2006 Undergraduate Catalog Page 89

Disability Guidelines:
Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page: .


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Last Updated:4/30/2006 8:29:24 PM