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MK 351 Principles of Marketing
Ford, Paul


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.

Course

MK 351 Principles of Marketing

Semester

U1T 2006 DL

Faculty

Ford, Paul

Title

Sr. Instructor

Degrees/Certificates

BSME
MBA

Office Location

Little Rock, Arkansas

Office Hours

24 x 7

Daytime Phone

501.472.7930

Other Phone

501.336.8731

E-Mail

paul.ford@park.edu

pford1@aristotle.net

Semester Dates

6/5/06 -- 7/30/06

Credit Hours

3


Textbook:
Basic Marketing: A Global-Managerial Approach, 15 ed., by Perreault and McCarthy

Textbooks can be purchased though the MBS bookstore


Course Description:
Examines factors relevant to the marketing mix (product, promotion,  distribution, and price) and to marketing management. 3:0:3

Educational Philosophy:
Welcome to Marketing on line! Along with your fellow on-line students, you will be a partner in pioneering higher education. Through "electronic teams," you will work with students many miles apart to complete projects and discuss marketing issues. I will serve as your facilitator and will encourage you to take responsibility for your learning processes. You will discover how to perform research for your papers and discussion topics using the World Wide Web, an extraordinary resource that is almost inexhaustible, and one that is available to you regardless of weather, holidays, or time of day. The four basic goals of this course are to provide you with:

A broad introduction to marketing concepts,  
An in-depth understanding of the role of marketing in society and the firm,
An overview of the various factors that influence marketing decision making, and
The development of a strong  insight about decisions related to product, price, promotion, and place to meet the needs of a target market.  
These goals can only be achieved through a joint "on-line" effort. I will work to stimulate your interest and learning. However, you will be expected to display initiative and a program of self study as well. As a result, another objective of the course is to provide you with an environment that will reward your own intellectual effort.

Each week, we will focus on marketing issues, problems, etc., encountered by the marketing professional through our on-line conferencing discussions; these issues are reinforced and expanded in readings in our text, Basic Marketing by Perreault and McCarthy, 15th edition.

Learning Outcomes:
  Core Learning Outcomes

  1. Explain the importance of the marketing mix.
  2. Describe and analyze the marketing management functions.
  3. Explain the elements of a marketing plan.
  4. Describe the stages of the product life cycle.
  5. Explain and analyze the advantages and disadvantages of entering international markets.
  6. Explain the impact of e-commerce on the marketing functions.


Core Assessment:

A comprehensive marketing case analysis is the chosen
assessment device for the Principles of Marketing course. The case is
to be assigned during week 13 or 14 of a sixteen week course and during
week seven during an eight week course.

Link to Class Rubric

Class Assessment:
The three most important grading criteria for your work will be breadth, depth, and application/synthesis of course concepts. For purposes of this course, the following definitions will apply to each of these terms:

Breadth (B): Refers to the "number" of chapter and lecture concepts that you apply to the homework questions, conference postings, and report.
Depth (D): Refers to the degree you provide "detailed" analyses to the homework questions, conference postings, and report.
Application/Synthesis (A): Refers to the chapter and lecture concepts and higher order thinking you "apply" to your homework questions, conference postings, and report. You can accomplish this by referencing page numbers, concepts such as market segmentation, etc. and utilizing higher order thinking.
Each time you submit work, I will respond (In the comment section) to the work you submit with either a B, D, A, or combination thereof. For example, if you need additional Depth and Application as they relate to your work, I will provide the following comment:

Areas for additional focus: D1/A2.  Note:  A number (1, 2, or 3) by the letter indicates the degree to which additional focus is needed.  For example, D1, indicates a small amount of additional depth is needed, a D2  indicates a moderate amount is needed, while a D3 indicates a substantial amount is needed.  In terms of relating the above to point deductions, the following can be used as a guideline (Actual point deductions may vary somewhat)

Homework Point Deductions

B1 or D1 or A1  =  1 point deduction
B2 or D2 or A2  =  2 point deduction
B3 or D3 or A3  =  3 point deduction
B1/A1, etc. = 2 point deduction
B1/A2, etc. = 3 point deduction
B1/A3, etc. = 4 point deduction
B2/A2, etc. = 4 point deduction
B2/A3, etc. = 5 point deduction
B3/A3, etc. = 6 point deduction
B1/A1/D1, etc. = 3 point deduction
B1/A2/D1, etc. = 4 point deduction
B1/A2/D2, etc. = 5 point deduction
B1/A3/D3, etc. = 7 point deduction
B2/A2/D2, etc. = 6 point deduction
Etc.
Case Point Deductions

B1 or D1 or A1  =  2 point deduction
B2 or D2 or A2  =  4 point deduction
B3 or D3 or A3  =  6 point deduction
B1/A1, etc. = 4 point deduction
B1/A2, etc. = 6 point deduction
B1/A3, etc. = 8 point deduction
B2/A2, etc. = 8 point deduction
B2/A3, etc. = 10 point deduction
B3/A3, etc. = 12 point deduction
B1/A1/D1, etc. = 6 point deduction
B1/A2/D1, etc. = 8 point deduction
B1/A2/D2, etc. = 10 point deduction
B1/A3/D3, etc. = 14 point deduction
B2/A2/D2, etc. = 12 point deduction
Etc.
I will submit "summary" grades via email to you after the first two weeks, after the next three weeks, and then after the final three weeks. You are more than welcome to contact me any time you wish to discuss your grades-to-date. Also, your participation grade will be determined by your positive responses to the case postings of others and your timeliness in terms of submitting your work, etc. Note: Five point penalty for late work

IMPORTANT!! Your grade for each case posting will be determined not only by the "B-D-A" of your postings, but also by your positive responses to the postings of your team members. Please respond to at least one posting of another student for each case analysis. Failure to do so will result in a loss of five points for each case you post in the Discussion Area.

Grading:
I will provide you with ongoing progress reports of your average grade throughout the term. Course grades will be based on a weighted composite of performance evaluations in the areas contained in the following table: Note:  All work will be graded with respect to depth, breadth, and 'application' of responses.

Assignment  Points Due Date  
Homework (2 questions/chapter)  160 Each Week
Report #1 (See Course Requirements)   50 Week 3  
Report #2 (See Course Requirements)   50 Week 7  
Case Conferencing (Six mini cases)  240 Weeks 1, 2, 3, 5, 6, and 8
Exam 1 (To be E-Mailed)  150 Week 4  
Exam 2 (To be E-Mailed)  300 Week 8  
Class Participation   50 Continually  

Course Grading Scale:

A =   900 -- 1000 points
B =  800 -- 899 points
C =    700 -- 799 points  
D =  600 -- 699 points  
F =  < 600 points


Proctored final examination - A computerized examination will be taken in a proctored testing environment during the 8th (or 16th) week at one of the Park University sites around the country or at an alternative location.  For proctored examinations, photo identification is required at the time of the test.  Guidelines for selecting an acceptable proctor can be found on the Park University Website.  

Other Information on proctored exams:

It will be the responsibility of the student to arrange for a proctor, by the 6th week of the term, who is accepted and approved by the course instructor.  
Approval of proctors is the discretion of the Online instructor.  
A proctor request form will be made available to you during the first week of class so that you can send your requested proctor to your instructor for approval.  
Failure to take a final proctored exam (or submit your final project for some online graduate courses) will result in an automatic "F" grade.  
Some Graduate Online courses may not require a proctored Final Examination.

Late Submission of Course Materials:
Submission of Late Work: Ten points will be deducted for late work (The points will be deducted from your overall score). Note:  Late work is defined as work submitted beyond Sunday evening, 12:00 AM, your time.

Course Topic/Dates/Assignments:
The following is an abbreviated schedule.  I am available to assist you at each step along the way.  Just send me an email or give me a call at the number in the upper left hand corner of this syllabus.

Week 1: Marketing's Role Within The Global Economy, Firm, and Nonprofit Organization

· Readings:

Text: Read Chapters 1 and 2
Lecture Notes/PPT Overviews for week 1
· On-Line Discussion Assignment: Read McDonald's "Seniors" Restaurant, page 680,  and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish. Also, please post your E-mail address, along with a brief work and/or educational background to the Introduction thread

· Homework: Answer any one question at the end of each chapter assigned for week 1, and the internet exercises on page 22 and on page 52, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 1: Homework



 Week 2: Finding and Evaluating Target Market Opportunities with Market Segmentation

· Readings:

Text: Read Chapters 3 and 4
Lecture Notes/PPT Overviews  for week 2
· On-Line Discussion Assignment: Read Pillsbury Haagan-Das, page 681, and post to the Discussion Area, your response to the questions at the end of the case (Note: Their web page is certainly worth visiting). You may provide any other comments you wish.

· Homework: Answer any one question at the end of each chapter assigned for week 2; the internet exercises on page 82 and page 98, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 2: Homework.



Week 3: Demographic and Behavioral Dimensions of Global Consumer Markets
· Readings:

Text: Read Chapters 5 and 6
Lecture Notes/PPT Overviews  for week 3
· On-Line Discussion Assignment: Read Murhpy's Ice Land, page 688, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

· Report #1: Report #1 (See the Report 1 Folder for details) is due the end of this week. It summarizes your search of the web pages of various companies. You are to select one company, and report on their Product offerings and Promotional strategies. This may require you to E-Mail that company to obtain additional information. The report should be no longer than 1200 words (about 3 pages). You will need to submit it to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 3: Report 1.

· Homework: Answer any one question at the end of each chapter assigned for week 3; the internet exercises on page 130 and page 161 (What is your VALS profile?), and and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 3: Homework.



Week 4: Business and Organizational Customers and Their Buying Behavior And Improving Decisions With Marketing Information
· Readings:

Text: Read Chapters 7 and 8
Lecture Notes/PPT Overviews  for week 4
· On-Line Discussion Assignment: None for this week.

· Homework: Answer any one question at the end of each chapter assigned for week 4; the internet exercises on page 200 and page 227, and and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 4: Homework

· Exam #1: Check the Exam Folder under Week 4 for the exam. After completing it, please submit it to the Dropbox -- Week 4:Exam 1.



 Week 5: Elements of Product Planning and Product Management

· Readings:

Text: Read Chapters 9 and 10
Lecture Notes/PPT Overviews  for week 5
· On-Line Discussion Assignment: Read Applied Chemistry Corp, page 690, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

· Homework: Answer any one question at the end of each chapter assigned for week 5; the internet exercises on page 262 and page 282, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 5: Homework.



Week 6: Place and Development of Channel Systems, and Retailers, Wholesalers, and Their Strategy Planning
· Readings:

Text: Read Chapters 11 and 13
Lecture Notes/PPT Overviews  for week 6
· On-Line Discussion Assignment:Read Multi Media Corral, page 691, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

· Homework: Answer any one question at the end of each chapter assigned for week 6; the internet exercises on page 314 and page 358, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 6: Homework.



Week 7: Promotion and Personal Selling
· Readings:

Text: Read Chapters 14 and 15
Lecture Notes/PPT Overviews  for week 7
· On-Line Discussion Assignment: None.

· Report #2: Report #2 is due the end of this week. It will consist of visits to various web sites to obtain marketing research information such as demographic statistics, etc. You should describe a hypothetical product and market you wish to target, then access the Internet to determine the information that is available to you to help you determine the location, size, etc., of your target market. The report should be no longer than 1200 words (about 3 pages). You will need to submit it to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 7: Report 2. Note: This is a "Support Team" prepared report.  See the Administrative area for specific instructions.

· Homework: Answer any one question at the end of each chapter assigned for week 7; the internet exercises on page 382 and page 420, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 7: Homework



Week 8: Advertising, Sales Promotion, and Price Setting
· Readings:

Text: Read Chapters 16 and 17
Lecture Notes/PPT Overviews  for week 8
· On-Line Discussion Assignment: Read Heritage Furniture page 701, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

· Homework: Answer any one question at the end of each chapter assigned for week 8; the internet exercises on page 446 and page 477, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 8: Homework

· Exam #2: The second and final exam must be taken in person before the end of the this week at one of the Park University sites around the country or at an alternative location approved by the University where Park University sites are not available. It will be the responsibility of the student to arrange for a proctor who will be accepted and approved by the instructor. Park University site administrators or adjunct faculty are preferred, but K-12 school officials or senior personnel at the place of employment are usually acceptable. For the proctored examination, photo identification is required. A proctor information form will be provided.

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:
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.
ONLINE NOTE: An attendance report of "P" (present) will be recorded for students who have logged in to the Online classroom at least once during each week of the term. Recording of attendance is not equivalent to participation. Participation grades will be assigned by each instructor according to the criteria in the Grading Policy section of the syllabus.

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: http://www.park.edu/disability .



Rubric

CompetencyExceeds Expectation (3)Meets Expectation (2)Does Not Meet Expectation (1)No Evidence (0)
Evaluation                                                                                                                                             
Outcomes
2,5, 6                                             
The student's case analysis demonstrates the student's ability to analyze six or more alternative solutions.  The student will choose what they consider best alternative for solving the case and show how to implement their one best alternative. The student's case analysis demonstrates the student's ability to analyze four or five alternative solutions that will solve the case.  The student will pick their best alternative for solving the case. The case analysis demonstrates the student's ability to analyze two or three alternative solutions.  The student will pick an alternative for solving the case. The case analysis does not show the student's ability to analyze alternative solutions. 
Synthesis                                                                                                                                              
Outcomes
1,2,3                                              
The student's case analysis demonstrates the student's ability to synthesize information from the case and from at least six other professional sources. The student's case analysis demonstrates his/her ability to synthesize information from the case and from four or five professional sources. The case analysis demonstrates the student's ability to synthesize information from the case and from three professional sources. The case analysis fails to demonstrate the student's ability to synthesize information from the case. 
Analysis                                                                                                                                               
Outcomes
1,2,5                                              
The student's case analysis demonstrates the student's ability to identify and analyze six or more alternative solutions that could potentially solve the case. The case analysis demonstrates the student's ability to identify and analyze four or five alternative solutions that could solve the case. The case analysis demonstrates the student's ability to identify and analyze two or three alternative solutions.  The student will pick an alternative for solving the case. The student's case analysis does not analyze alternative solutions and just retells the details of the case. 
Application                                                                                                                                            
Outcomes
1,2,3,5                                            
The case analysis demonstrates the student's ability to apply marketing principles. The case analysis demonstrates the student's ability to apply marketing principles in a basic way. The case analysis shows the student's ability to apply a few marketing principles. The case analysis not show the student's ability to apply the marketing terms. 
Content of Communication                                                                                                                               
Outcomes
1,2,3,4                                            
Correctly demonstrates a comprehensive understanding of marketing terminology. The student demonstrates a basic understanding of marketing terminology.  One or two errors in terminology are acceptable. The student often demonstrates a basic understanding of marketing terminology.  Three or four errors are noted. The student does not show a basic understanding of the terminology of marketing.  Five or more errors are noted. 
Disciplinary Competency                                                                                                                                
Outcomes
3,4,5,6                                            
The case analysis shows excellent knowledge of marketing and includes four or more examples of correct marketing terminology. The case analysis shows good knowledge of marketing and includes three examples of correct marketing terminology. The case analysis shows basic knowledge of marketing and includes two examples of correct marketing terminology. The case analysis does not show basic knowledge of marketing and includes one or fewer examples of correct marketing terminology. 
Disciplinary Competency                                                                                                                                
Outcomes
1,2                                                
The case analysis shows excellent knowledge of the marketing management functions and the marketing mix. The case analysis shows good knowledge of the marketing functions and the marketing mix. The case analysis shows basic knowledge of the marketing functions and the marketing mix. The case analysis does not show basic knowledge of the marketing functions and the marketing mix. 

Copyright:

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Last Updated:5/16/2006 1:23:15 PM