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MK 351 Principles of Marketing
Burrill, Lanny


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

F1FF 2008 FA

Faculty

Burrill, Lanny

Title

Assistant Professor

Degrees/Certificates

Masters - Management Troy State University
Bachelors - Military Science United States Air Force Academy

Office Location

Ed Center Classroom TBD

Office Hours

Monday and Wednesday 1:30 - 5:00 PM and by appointment.

Daytime Phone

838-4293

Other Phone

244-2020  Message only.

E-Mail

lanny.burrill@park.edu

Above address is forwarded to home email.

Semester Dates

18 August to 12 October, 2008

Class Days

MTWR

Class Time

1200 - 1315

Prerequisites

None

Credit Hours

3


Textbook:
Basic Marketing: A Marketing Strategty Planning Approach, 16 ed. Perreault, Jr.,  Joseph P. Cannon, and E. Jorome McCarthy, McGraw-Hill Irwin, Boston, 2008.

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

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:
My goal is to provide students with the information about and experience with marketing needed to effectively use marketing tools in their chosen profession as well as in their role as consumers.  The class will be taught using a combination of lecture, demonstration, and discussion concerning the material contained in the text.  In addition a large part of the course will be dedicated to the application of the material learned to case studies.  Students are encouraged to work together and critique each other in the preparation of their cases studies.  In order to encourage improved writing and oral skills in all students, all case studies will be presented both orally and written.  In addition since applying these new skills to “real life” is important to remembering and using these new skills, a marketing study report, also written and oral, will be prepared concerning a local business or non-profit organization.  The key to this report is to determine what marketing the organization is doing (or failing to do), and to critique that effort based on the material from the course.

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. Define the three steps of target marketing.
  2. Identify  competitive advantage(s) of a given business.
  3. Explain the role of ethics in marketing and apply to a given case or business.
  4. Apply the strategic role of marketing in the organization to case studies and real world organizations and businesses.
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:

:Students are required to complete one “Course Report,” one case study, two text chapter application reports, all quizzes and the final exam.  The final exam, 3 to 5  quizzes, reports and cases, participation, and attendance will be included in course assessment.  Other Requirements:  Students must check their Pirate Mail and insure that Pirate Mail is forwarded to their regular email account.  Contact the Park Office on base to obtain your student ID number and your password to gain access to the Pirate Mail system. 

Grading:
The course will be graded based on the following allocation; Attendance & participation 50 points and 5%, two chapter application reports 200 points and 20%, Quizzes 100 points and 10%, Case Study 150 points and 15%, Course Report 200 Points and 20%, Course Assessment Case(Final) 300 points and 30%.  Total scores of 900 to 1000 points/90 % to 100% will be considered an A.  80 to 89 will receive a B, 70 to 79 will receive a C, 60 to 69 will receive a D.  Any score below 60 points will be failing.   See paragraph below concerning School's requirements for final exams.  

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:

Late work will be automatically deducted 10% or one letter grade for each week that it is late.  Getting permission to reschedule work from the instructor before or after you have failed to complete an assignment on time does not preclude this deduction.

Classroom Rules of Conduct:

If a student misses a class period where a quiz is given, the quiz will be made up taking a different quiz immediately before or immediately after the next class period.  If a student knows in advance of an absence, they should discuss the absence and quiz schedule ahead of time.  Students are to read the assigned material before class, and if unable to complete assignments should have questions prepared ahead of time.  Students are treat each other with respect at all times. 

Course Topic/Dates/Assignments:

Week                   STUDY ASSIGNMENT                                                 ASSIGNMENT TURN IN

Week 1             Syllabus & Ch 1, 2, 3                                                 Sample Case: McDonald’s, Instructor

Week 2             Chapter, Ch 4, 5 Ch 6,7                                              Student cases 2 - 15 & Chapter reports

Week 3             Ch 8, 9,10                                                                     Student cases 2 - 15 & Chapter reports

Week 4             Ch 11, 12, 13                                                                Student Cases 16 – 35 & Chapter reports

Week 5             Ch 14, 15, 16                                                                Student Cases 16 - 35 & Chapter reports

Week 6             Ch 17,18,19                                                                  Student Cases 16 - 35 (Make Ups) and Student Course Reports

Week 7             Ch 20, 21, 22                                                                Student Course Reports

Week 8             Review/Final                                                               Student Course Reports

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
Reports may be "Googled" to detect online reports that are not your own work.  

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:7/10/2008 5:01:45 PM