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MK 351 Principles of Marketing
Venable, William R.,, III


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

FA 2008 HOA

Faculty

Venable, William R.

Title

Assistant Professor - Marketing and Management

Degrees/Certificates

BS, Journalism - University of Kansas
MBA, Marketing - Rockhurst University
MPA, Public Policy; ABD PHD - University of Missouri, Kansas City

Office Location

Library - 416H

Office Hours

Mon, Tue, Thur, Fri: 10:00 am - 11:00 am.  Mon: 1:30 - 4:00 pm and by appointment.

Daytime Phone

816-584-6851

E-Mail

william.venable@park.edu

Web Page

http://captain.park.edu/wrv3/index.htm

Class Days

Mon and Fri

Class Time

11:00 AM - 12:15 PM

Credit Hours

3


Textbook:



Required:

Kotler, Philip and Gary Armstrong (2006), Principles of Marketing, 12th edition, Prentice-Hall.
 
Recommended:

In Search of Excellence: Lessons from America's Best-Run Companies (Collins Business Essentials) (by Thomas J. Peters, Robert H. Waterman; Paperback: 400 pages Publisher: Collins; Reprint edition (March 2, 2004) Language: English ISBN: 0060548789

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

Supplemental Reading List:

 

Baier, Martin and Ruf, Kurt, Contemporary Database Marketing: Concepts and Applications, (2001).

Kelly, Kevin, New Rules for the New Economy, (1998).

 

Ogilvy, David, Ogilvy on Advertising, (1983).

 

McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.
Career Counseling - The Career Development Center (CDC) provides services for all stages of career development.  The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.
Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email helpdesk@park.edu or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.

http://www.marketingpower.com/
http://www.interbrand.com/
http://www.cuel-kc.com

Course Description:

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

Students will be introduced to the fundamental concepts of marketing. The course will provide students with an integrated approach to marketing and a familiarization with various marketing tools and programs, for the development of successful marketing strategies. Throughout this course, students should become better at organizing and presenting their marketing thoughts so that they can communicate them via a well contructed marketing plan. Students should be able to improve their analytical skills through case studies and team projects.

Educational Philosophy:
The facilitator’s educational philosophy is one of interactiveness based on lectures, readings, quizzes, dialogues, examinations, internet, videos, web sites, guest professionals, and writings. The facilitator will engage each learner in what is referred to as disputatious learning to encourage the lively exploration of ideas, "real world" issues and contradictions. 

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. This case will be the final exam and is designed to gauge your knowledge of the core outcomes of the class. This will be a closed book, closed note examination held during the designated final exam slot for this section in a proctored environment. Students are expected to spend approximately 45 minutes reading the case and 1 hour and 15 minutes developing an essay that addresses the core outcomes relative to the firm information presented in the case. This test will count for at least 20% of your grade. This course is part of the University-wide assessment evaluation, and all sections will receive the same case for analysis.

Link to Class Rubric

Class Assessment:

 

                                   

 

Points 

Percent of Grade

Class Participation:

100

10%

Assignment 1

100

10%

Assignment 2

100

10%

Assignment 3

100

10%

Midterm:

200

20%

Team Market Plan:

100

10%

Final exam:

300

30%

 Total

1000

100%

 

 

Final Exam December 8, 2008 - 10:15 a.m. The comprehensive final exam will be a case study that is designed to gauge your knowledge of the core outcomes of the class. This course is part of the University-wide assessment evaluation, and all sections will receive the same case for analysis. This will be a closed book, closed note examination held during the designated final exam slot for this section.  The final exam will count 30% of the grade, and will be closed book/closed note. 

Grading:

 

A:

90%

or

more

B:

80%

to

89%

C:

70%

to

79%

D:

60%

to

69%

F:

Less

than

60%

 

The grading system is based on percentage of total points available as listed in the Class Assessment section of the syllabus.

 

 

The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.

All final exams in all School of Business and Management courses will be comprehensive and will be closed book and closed notes. They will constitute 30% of the total course grade and will not be a take-home exam. They will be completed during the test week in the period designated by the registrar or by the Proctor in the case online courses. If calculators are allowed, they will not be multifunctional electronic devices that include features such as: phones, cameras, instant messaging, pagers, and so forth. Electronic Computers will not be allowed on final exams unless an exception is made by the Dean of the School of Business and Management.

Late Submission of Course Materials:
Please have your work completed on time.

Classroom Rules of Conduct:
NO CELL PHONES

Course Topic/Dates/Assignments:

DEFINING MARKETING AND THE MARKETING PROCESS.


Week 1 -
 
         Introduction
         Marketing vs. Sales
         Careers in Marketing
         Marketing in the Digital Age


Week 2 - 

         Chapter 18: Creating Competitive Advantage.
         Chapter 19: The Global Marketplace.    
         Chapter 20: Marketing Ethics and Social Responsibility.
 

Week 3 - 

         Chapter 1: Marketing: Managing Profitable Customer Relationships.
 

Week 4 - 

         Chapter 2: Company and Marketing Strategy:
Partnering to Build Customer Relationships.
 

UNDERSTANDING THE MARKETPLACE AND CONSUMERS.


Week 5 -
 
         Chapter 3: The Marketing Environment.
 

Week 6 -
 
         Chapter 4: Managing Marketing Information.
 

Week 7 -
 
         Chapter 5: Consumer Markets and Consumer Buyer Behavior.
         Chapter 6: Business Markets and Business Buyer Behavior.
 

DESIGNING A CUSTOMER-DRIVEN STRATEGY AND MARKETING MIX.


Week 8 -
 
         Chapter 7: Customer-Driven Marketing Strategy.
 

Week 9 -
 
         Chapter 8: Product, Services, and Branding Strategies.
         Chapter 9: New-Product Development and Life-Cycle Strategies.
 

Week 10 -
 
         Chapter 10: Pricing Considerations and Approaches.
         Chapter 11: Pricing Strategies.
 

Week 11 -
 
         Chapter 12: Marketing Channels and Supply Chain Management.
         Chapter 13: Retailing and Wholesaling.
 

Week 12 -
 
         Chapter 14: Communicating Customer Value:  Integrated Marketing Communication Strategy.


Week 13 -
 
         Chapter 15: Advertising and Public Relations.


Week 14 -
 
         Chapter 16: Personal Selling and Sales Promotion.
         Chapter 17: Direct and Online Marketing:  Building Direct Customer Relationships.


Week 15 -
 
Team Marketing Plan Presentations

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 2008-2009 Undergraduate Catalog Page 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 2008-2009 Undergraduate Catalog Page 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 "F".
  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 2008-2009 Undergraduate Catalog Page 89-90

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 .


Attachments:
Student Profile Questionaire

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. 

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Last Updated:8/15/2008 10:17:41 AM