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MK 351 Principles of Marketing
Guthrie, Donna


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

F1V 2008 GO

Faculty

Guthrie, Donna

Title

Adjunct Faculty

Degrees/Certificates

Master of Business Adminstration
Bachelor of Science, Business

Daytime Phone

325-656-5113 (cell)

E-Mail

donna.guthrie@park.edu

dsguthrie@hotmail.com

Semester Dates

Aug 18 - Oct 12, 2007

Class Days

--T-R--

Class Time

4:45 - 7:20 PM

Credit Hours

3


Textbook:
Basic Marketing: A Marketing Strategy Planning Approach, 16th Ed.; William D. Perreault, Jr., Jospeh P. Cannon, and E. Jerome McCarthy; McGraw-Hill/Irwin; New York, NY; 2008.

Additional Resources:

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/.


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

Educational Philosophy:

Class will generally follow a lecture/discussion format designed to stimulate your interest and enhance learning.  On occasion, much of the class period will be centered on the discussion of assigned material (questions, exercises, and cases).  As is common in introductory courses, you will be exposed to many new terms and concepts.  Thus, it is imperative that you read the chapters and complete all corresponding assignments prior to class.  Not only will this familiarize you with the "language of marketing", but it will bolster your confidence to contribute to lively class discussions by asking questions and sharing your ideas.

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:

Attendance:

Although I recognize that there are many legitimate reasons to miss class, regular class attendance is important and strongly encouraged.  Present or not, you are responsible for everything that is discussed, assigned, handed out, or taken up in class.

Class Participation:

Evaluating the quality of class participation is clearly subjective.  Factors I will be looking for regarding your contribution are:

  1. Are you a good listener?  Are your points linked to the comments of the instructor or other students?
  2. Is there a willingness to participate?  Test new ideas?  Or, are all of your comments "safe"--merely restatements of the reading or points already made?
  3. Are the points you make--or questions raised--relevant to the class discussion?  Do they show evidence of understanding the reading, assignment, or situation?
  4. Do your comments and questions reflect a critical yet open-minded weighing of alternative and sometimes conflicting points of view, or are they limited to previously held opinions/beliefs?

Class Readings:

Your success in this class will be directly related to your initiative and personal study habits.  You will recognize early on that there is much more material in your reading assignments and related exercises to cover in detail in class.  Class lecture/discussions will reinforce the major concepts from the readings, but exams will go into more depth on key topics and terminology.

Assignments:

Assignments will be announced in class and may be in the form of questions, exercises, problems, or cases.  These are generally "check off" assignments and, in most instances, will not require a heavy time commitment.  But, preparation is still important.  I will focus primarily on whether or not you have put a reasonable effort into the assignment rather than on being picky about the precision of a particular answer.

Tests:

Being prepared and present for tests is your responsibility.  Test dates are on the schedule; please mark your calendars now.  Missing a scheduled test without prior permission will result in a grade of zero for that test.  Note that I will drop the lowest of your 4 test scores when computing your overall grade.  This will afford you some flexibility in either your personal schedule or learning how to study for a test.

Each test will be comprised of roughly 50 objective questions in the multiple choice, true/false, and/or short answer format.  I will include some questions from the self-test questions available on the Student CD.  Reviewing these questions is one way to prepare and get a feel for the type of questions you will see on the tests.

Final Exam:

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.

Grading:

Evaluation Points
Class Participation 100
Assignments (Questions, Exercises, Problems & Cases) 300
Tests (Objective) 300
Final Exam (Case) 300

Total

1,000
 
Your grade will be based on a variety of elements.  Thus, your success does not hinge on any single outcome.  Note, however, that your independent reading and study of the chapters is a core element of the course and will contribute greatly to how well you do.  If you have any questions about the grade your receive on any assignment, test, or your overall grade, feel free to contact me.

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.

Classroom Rules of Conduct:
  1. Regular attendance is expected.  Rather than miss a class in its entirity, please come late.  If you must arrive late, please do your best to cause as little disruption to the class as possible.
  2. Keep up with the assignments and come to class prepared.  Remember that this is an accelerated class.  You have a lot of material to cover in only 8 weeks.  Don't dig yourself into a hole by waiting until the last minute to read an assigned chapter or complete an exercise.
  3. Participate!  Participate!! Participate!!!  What you put into the class will determine what you get out of it--and what others get out of it as well.  If you have a problem in this area, please talk with me about it.
  4. A number of you may be eager to have the floor at any given point.  So, please raise your hand and wait to be recognized to contribute.
  5. If you must bring your cell phone, please set it to vibrate.
  6. Absolutely, do not bring your child(ren) to class.

Course Topic/Dates/Assignments:

T 19 Aug Welcome, Review Syllabus & DVD: Intro to Marketing
R 21 Aug Chapters 1 & 2
T 26 Aug Chapter 3
R 28 Aug Chapter 4 & Review (Ch 1-3)
T 2 Sep Test 1 (Ch 1-4) & Chapter 5
R 4 Sep Chapters 6 & 7
T 9 Sep Chapter 8 & Review (Ch 5-7)
R 11 Sep Test 2 (Ch 5-8) & Chapter 9
T 16 Sep Chapters 10 & 11
R 18 Sep Chapter 12 & Review (Ch 9-11)
T 23 Sep Test 3 (Ch 9-12) & Chapter 13
R 25 Sep Chapters 14 & 15
T 30 Sep Chapter 16 & Review (Ch 13-15)
R 2 Oct Test 4 (Ch 13-16)
T 7 Oct Review (Ch 1-16)
R 9 Oct Final Exam
This Is a Tentative Schedule and Subject to Change by the Instructor

 

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 .



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:7/7/2008 11:41:15 AM