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MK 351 Principles of Marketing
Martinez, Jose L.


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

F1Y 2008 MN

Faculty

Martinez, Jose L.

Title

Adjunct Faculty

Degrees/Certificates

Business Adminstration with a specialization in Computer Informations Systems, St Leo College
Master of Business Administration, Troy State University

Office Location

NSA Mid South, Millington, TN.

Office Hours

By appointment

Daytime Phone

901.218.8935

Other Phone

90.837.7521

E-Mail

jose.martinez@pirate.park.edu

jmarti7378@aol.com

Semester Dates

18 August - 12 October 2008

Class Days

-M-W---

Class Time

7:15 - 9:30 PM

Credit Hours

3


Textbook:

William D. Perreault, Jr. Joseph P. Cannon, and E. Jerome McCarthy, Basic Marketing, A Marketing Strategy Planning Approach, 16th Edition, Irvin McGraw-Hill, 2008.

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:
Throughout, video cases will be shown demonstrating actual marketing concepts. 

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:
MK351 Principles of Marketing: Examines factors relevant to the marketing mix (product, promotion, distribution, and price) and to marketing management. 3:0:3

Educational Philosophy:

Students are required to regularly attend all class sessions. Each student will prepare a written case study report.   The case will be evaluated on the quality of writing, coherency, conciseness, and grammatical correctness. 

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:

The course will be a combination of lecture, case discussion, videos, reading and written assignments. Students are required to read all assigned materials prior to class and be prepared for discussion during the session. Each student will bring an article from a written publication on a weekly basis. The article must be related to marketing concepts in the current business environment and presented to the class for discussion. A comprehensive marketing case analysis is the chosen assessment for Principles of Marketing. This will be a closed book, closed note examination. The test will count for 20% of the final grade.

Grading:
                                                                     Percentage        Points

Midterm Exam                                       20%                          200

Comprehensive Final Exam                30%                           300

Written Report                                    20%                           200

Class Attendance & Participation   10%                            100

Report Presentation                         10%                             100

Articles                                                10%                    100
 
Total                                       100%                1000
The following will be used to assign final course letter grades:

90-100       A

80-89          B

70-79          C

60-69          D
 
Below 60  F
 

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:

Students with valid emergencies will be given consideration. The exams must be taken on dates assigned. Papers must be turned in on due date or before. No late assignments will be accepted. Grades are given out to each student following assignment grading.

Classroom Rules of Conduct:

Please follow the campus rules for conduct in the classroom. Cell phones and pagers should be set to silent during class.

Course Topic/Dates/Assignments:
            a. Week 1 (18 August 2008)

·         Course and syllabus discussion, grading policies and requirements

·         Discussion of written report and oral presentation

·         Discuss Chapters 1-3

·         Video –Introduction to the Study of Marketing

b. Week 2 (25 August 2008)

·         Review articles

·         Discuss Chapters 4-6

·         Video –Consumer Diversity and Marketing

c. Week 3 (1 September 2008)

·         Review articles

·         Discuss Chapters 7-9

·         Video – Business to Business Marketing

d. Week 4 (8 September 2008)

·         Review Articles

·         Discuss Chapters 10-12

·         Video – Getting the Product to the Customer: The Pepsi Channel of Distribution

·         Mid-Term Exam

e. Week 5 (15 September 2008)

·         Review Articles

·         Discuss Chapters 13-15

f. Week 6 (22 September 2008)

·         Final Articles

·         Discuss Chapters 16-18

·         Video - The Global Cola Wars

g. Week 7 (29 September 2008)

·         Discuss Chapters 19-22

·         Video – Marketing Planning at Pebble Beach Company

h. Week 8 (6 October 2008)

·         Written Report Due

·         Class Presentations

·         Final Exam

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:7/22/2008 4:06:47 PM