MK 351 Principles of Marketing
F1J 2008 DN
O'Connor, Jeremy J.
5:30 - 9:50 PM
Marketing, Principles and Perspectives, 5th Edition, Bearden
Textbooks can be purchased through the MBS bookstore
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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. 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; these issues are reinforced and expanded in readings in our text.
Learning Outcomes: Core Learning Outcomes
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 RubricClass Assessment:
The three most important grading criteria for your work will be breadth, depth, and application/synthesis of course concepts. 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 participation in class discussions and your timeliness in terms of submitting your work, etc.
All work will be graded with respect to depth, breadth, and 'application' of responses.
· Homework: The homework will consist of your responses to specific questions assigned throughout the semester.
· Report 1: Is a report due week three as discussed in the Content Menu for Week 3
· Report 2: Is a team based report as discussed in the Content Menu for Week 7
· Exam 1: Exam 1 is due at the conclusion of Week 4.
· Final: You must make 60% or above on the proctored final exam (a case analysis) in order to pass the course.
· Participation: Participation will be evaluated on a continual basis throughout the term.
Point and Corresponding Percentage Assignments
Percentage of Grade
*Note: You must make 60 or greater on the final exam to pass the course
A = 900 -- 1000 points
B = 800 -- 899 points
C = 700 -- 799 points
D = 600 -- 699 points
F = < 600 points
Proctored final examination: Failure to take a final exam (or submit your final project for some online graduate courses) will result in an automatic "F" grade.
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.
Week 1: Marketing's Role Within The Global Economy, Firm, and Nonprofit Organization
· Homework: Answer questions assigned in class.
Week 2: Finding and Evaluating Target Market Opportunities with Market Segmentation
· In-class Discussion: Assigned in class.
Week 3: Demographic and Behavioral Dimensions of Global Consumer Markets
Report #1: Report #1 is due the next 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).
Week 4: Business and Organizational Customers and Their Buying Behavior And Improving Decisions With Marketing Information
· Exam #1: Check the Exam Folder under Week 4 for the exam. After completing it, please submit it to me via the Dropbox.
Week 5: Elements of Product Planning and Product Management
Week 6: Place and Development of Channel Systems, and Retailers, Wholesalers, and Their Strategy Planning
Week 7: Promotion and Personal Selling
Report #2: Report #2 is due the next week. Once again, 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. The second report should focus on the marketing concepts covered since the first report was completed. 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).
Week 8: Advertising, Sales Promotion, and Price Setting
· Final Exam: 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 (Note: You must score 60% of better on the final to pass the class, regardless of other work). The exam must be taken in person before the end of the this week at one of the ParkUniversity sites around the country or at an alternative location approved by the University where ParkUniversity 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. ParkUniversity 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 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.
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 .
Last Updated:7/15/2008 4:43:16 PM