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MK 351 Principles of Marketing
McWilliams, Julie K.


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

S1D 2009 DA

Faculty

McWilliams, Julie K.

Title

Instructor

Degrees/Certificates

Master of Arts in Organizational Management
Bachelor of Arts in Business Administration
Associate in Risk Management

Daytime Phone

520-243-7133

Other Phone

520-888-2667 or 520-349-5270

E-Mail

Julie.McWilliams@park.edu

mcwilliamsjulie@yahoo.com

Semester Dates

January 17, 2009 to March 8, 2009

Class Days

Saturday

Class Time

8:30 a.m. to 2:00 p.m.

Credit Hours

3


Textbook:

Basic Marketing. Perreault, William D., Edition 16th 08

Additional Resources:
N/A

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

Educational Philosophy:

·       Provide a broad introduction to marketing concepts, the role of marketing in society and the organization, and various factors that influence marketing decision making.

·       Provide insight about decisions related to product, price, promotion and placement to meet the needs of a target market.

·        Provide an academic environment that is conducive to learning marketing theories and real-life applications.

·        Provide opportunities where students can analyze and apply marketing strategies.

·       Use the classroom, media, publications, Internet, libraries, and other community resources for assignments.

·        Use the classroom to share individual experiences, knowledge, and textbook and homework assignments for the benefit of all students.

·        Stimulate a desire in students to expand their understanding of marketing in the business world, and hold them accountable for their own learning. 

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.


  Instructor Learning Outcomes
  1. Demonstrate an understanding of 1) marketing principles/strategies in theory and practice, 2) marketing techniques in relation to the business environment, society and public relations, and 3) the significance of product, price, placement and promotion in the marketing mix.
  2. Discuss the various barriers to effective marketing, including global and economic factors.
  3. Relate the marketing strategy to organizational goals and objectives.
  4. Identify emerging target markets and buying trends.
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:

  • In-Class Participation:  Students are expected to bring real life examples to class that relate to text assignments (topics, issues, publications, experiences, stories, etc.), and actively participate in classroom discussions and group projects.
  • Mid-term examinations:  Instructor will provide criteria for success. 
  • Core Assessment:  Comprehensive practical exam based on case study.
  • Marketing Analysis:  Paper and in-class presentation related to course topics.  Late submission will result in 50% reduction of the possible earned points. (Refer to attachment MK351 Marketing Analysis for specifics.)
  • Final Project:  All Final Projects are due on the last scheduled class date.  (Refer to attachment MK351 Final Project for specifics.) 
  • Oral Presentation:  Each student will make a presentation based on his or her Final Project.  Presentations will be scheduled during the final two classes of the semester.  AN ABSENCE CANNOT BE MADE UP AFTER THE TERM ENDS.  A presentation may be scheduled earlier if the student knows he/she will not be able to attend the final two classes; the instructor retains the right to approve/disprove any changes in schedule format.

Grading:

Assignment                        Points                                                              

Attendance / In-class Participation (40 X 8 pts)                             320

In-class Exam 1                                                                            100

Marketing Analysis/Individual Presentation                                    100

Core Assessment/Case Study Practical Exam                                200

Final Project (written)                                                                    200  Per guidelines

Final Project (presentation)                                                              80  Per guidelines

                                                      Total                                       1000

 

 

The following will be used to assign course letter grades:

      A = 1000-900      B = 899-800      C = 799-700      D = 699-600                  F = 599-0       

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:
Individual Marketing Analysis/Presentations are due when assigned.  Late submission will be accepted, but will be reduced by 50% of the possible earned points.  Final Project papers will not be accepted after the end of class on March 7, 2009.  Oral presentations will be scheduled during class time; points cannot be assigned for this activity if student does not fulfill requirements of oral presentation before end of class on March 7, 2009.

Classroom Rules of Conduct:

  • Each class will consist of lecture, instructor selected activities for student participation, and group discussions.  Group activities, classroom discussions, individual research, auxiliary materials (e.g., video tapes, handouts) will be used to enhance students’ learning experience.  The text assignments are required for every student.
  • Students are responsible for all scheduled assignments before the class meets.  Preparation will broaden the learning experience of individual students and the classroom as a whole.  The instructor will provide guidelines and grading criteria for all major assignments.
  • Students will demonstrate their understanding of marketing principles, concepts, theories, and practical application through class participation, group discussions, written assignments, in-class examinations, Core Assessments, and oral presentations.

Course Topic/Dates/Assignments:

Class 1, January 17, 2009

Introductions                                                                                                                   

Overview of course                                                                                                    

Review Syllabus

Assign Due Dates for Marketing Analysis/Individual Presentations

Discuss Text Assignments Chapters 1-5

Chapter 1          Marketing’s Value To Consumers, Firms, And Society

Chapter 2          Marketing Strategy Planning

Chapter 3          Focusing Marketing Strategy With Segmentation And Positioning

Chapter 4          Evaluating Opportunities In The Changing Marketing Environment

Chapter 5          Demographic Dimensions Of Global Consumer Markets

Case Study #1 "McDonald’s ‘Seniors’ Restaurant"

Case Study #7 "Kerikeri Lodge"
 

Class 2, January 24, 2009

Marketing Analysis/Individual Presentations

Discuss Text Assignments Chapters 6-8

Chapter 6          Final Consumers And Their Buying Behavior

Chapter 7          Business And Organizational Customers And Their Buying Behavior

Chapter 8          Improving Decisions With Marketing Information

Case Study #9 “Sleepy Inn Motel”

Case Study #12 “DrMarcus.com --Custom Vitamins and Supplements”


Class 3, January 31, 2009

Marketing Analysis/Individual Presentations

Discuss Text Assignments Chapters 9-10

Chapter 9          Elements Of Product Planning For Goods And Services

Chapter 10     Product Management And New-Product Development

Case Study #6 “International Steel Company”

Case Study #22 “Bright Light Innovations: The Starlight Stove”

Review for In-Class Exam


Class 4, February 7, 2009

In-Class Exam

Marketing Analysis/Individual Presentations

Discuss Text Assignments Chapters 11-12

Chapter 11     Place And Development Of Channel Systems

Chapter 12     Distribution Customer Service And Logistics

    Chapter 13     Retailers, Wholesalers, And Their Strategy Planning     

Case Study #16 "Specialty Timber"
Case Study #34
“Alumco Worldwide”

 

Class 5, February 14, 2009

In-Class Exam – Post Review

Marketing Analysis/Individual Presentations

Discuss Text Assignments Chapters 13-15

Chapter 14     Promotion – Introduction Integrated Marketing Communications

Chapter 15     Personal Selling And Customer Service

Case Study #18 “Harrisburg Volunteer Fire Department”

Case Study #19 “ourWedding.com”
 

Class 6, February 21, 2009

Marketing Analysis/Individual Presentations

Discuss Text Assignments Chapters 16-18

Chapter 16     Advertising And Sales Promotion

Chapter 17     Pricing Objectives And Policies

Chapter 18     Price Setting In The Business World

Case Study #13 “Office Distributors, Inc.”

Case Study #20 “Recreation Universe”

 

Class 7, February 28, 2009

Marketing Analysis/Individual Presentations

Discuss Text Assignments Chapters 19-22

Chapter 19     Implementing And Controlling Marketing Plans: Evolution And Revolution

Chapter 20     Managing Marketing’s Link With Other Functional Areas

Chapter 21     Developing Innovative Marketing Plans

Chapter 22     Ethical Marketing In A Consumer-Oriented World: Appraisal And Challenges

Case Study #17 “Healthy Water, Inc.”

Case Study #31 “Home Health, Inc.”

Review for In-Class Core Assessment Case Study/Practical Exam

Prepare Final Projects and Presentations

 

Class 8, March 7, 2009

Core Assessment Case Study/Practical Exam

Final Projects And Presentations: MUST FULFILL TIME AND CONTENT REQUIREMENTS

Course Summary

Instructor Evaluations


ALL FINAL PROJECT PAPERS MUST BE COMPLETED AND TURNED IN BY END OF CLASS ON MARCH 7, 2009. 

*Marketing Analysis/Individual Presentations:  Each student will submit a paper (3-4 pages) comparing/contrasting marketing concepts and make a 5-10 minute presentation to the class (details outlined under “Marketing 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 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
Attendance and participation account for 32% of total grade (8 classes @ 40 points).  Points cannot be made up for attendance/participation if the student is absent.  Each missed class will reflect zero (0) points.  EXCEPTION:  For documented military TDY, each missed class will reflect 50% of the allowable points (20).  

If the student is within 10 points of a grade level specifically due to absence(s), the instructor MAY assign a relevant assignment to make up the points.  Examples of assignments include, but are not limited to: an article review, case study, chapter summary, or other applicable coursework.  This option is solely at the discretion of the instructor and correlates directly to qualification referred to above (10 points accredited to absence(s)).

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:
MK351 Marketing Analysis

MK351 Final Project

MK351 Assignment Feedback

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:11/28/2008 2:04:59 PM