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MK 351 Principles of Marketing
Cloward, Morgan 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

F2QQ 2008 HI

Faculty

Cloward, Morgan L.

Title

Instructor of Marketing/Adjunct Faculty

Degrees/Certificates

Master of Science, Direct Marketing
Bachelor of Science, Communication/Broadcasting

Daytime Phone

work: 801-927-3020 ext. 150

Other Phone

home: 801-771-0583

E-Mail

Morgan.Cloward@park.edu

mcloward@gmail.com

mcloward@abcoffice.com

Web Page

http://www.abcoffice.com

Semester Dates

October 20, 2008 - December 14, 2008

Class Days

-M-W---

Class Time

7:30 - 10:15 PM

Credit Hours

3


Textbook:
Basic Marketing: A Global-Managerial Approach, 16 ed., by Perreault and McCarthy

Textbooks can be purchased through the MBS 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:

The role of marketing is a controversial topic. One of the most common complaints among marketing professionals is the lack of respect they believe they receive from the rest of the organization. Marketing departments are sometimes viewed as a millstone around a company's neck. As a result, several marketing professionals have been unfairly criticized and perceived as a nonessential component of a successful organization.

Marketing successfully is hard. Bad marketing is simple, and it's everywhere, from e-mail spam to that radio ad that makes you quickly change stations. As with anything else, successful marketing is difficult. It takes time, and effort, and work. It always will, even for those who have been doing it for years.

Marketing gets easier; however, and more successful, as long as you take the time to learn from your experiences. Every product or campaign you launch is full of opportunities to learn how you could do it better the next time. One of the many objectives of this course is to correct erroneous notions of marketing and demonstrate how it should be the common focus for everyone in the business. Everybody's responsibility, no matter their specific department, is to work to create better solutions for the customer.

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:

· Examinations: Based on material reviewed in class and in the text. Instructor will provide criteria for successful mid-term and final exam performance.

· Term individual project/written assignment: May be submitted at any time during the term, but due before completion of the last class. Each class member is expected to write a complete SWOT analysis of any selected business (or organization) separate of their marketing plan. Instructor will provide further details for this assignment.

· Marketing plans/presentations: Students will work research and write a complete marketing plan. They will present their plan to the instructor as if they were the marketing team pitching their plan to the company CEO.

Grading:

 

Grading:

· Attendance/participation points: 16 classes x 15 points = 240 points possible

· Midterm exam: 100 points possible

· Final exam: 300 points possible

· Term individual project/written assignment: 50 points possible

· Group marketing plans/presentations: 310 points possible

· Total 1,000 points possible

Mid-Term Exam Grading Plan:

A = 90% - 100% 90 - 100 pts.
B = 80% - 89% 80 - 89 pts.
C = 70% - 79% 70 - 79 pts.
D = 60% - 69% 60 - 69 pts.
F = Below 60% 59 pts. and below
 

Final Exam Grading Plan:

A = 90% - 100% 270 - 300 pts.
B = 80% - 89% 240 - 269 pts.
C = 70% - 79% 210 - 239 pts.
D = 60% - 69% 180 - 209 pts.
F = Below 60% 179 pts. and below
 
 
Course Grading Plan:
 
A = 90% - 100% 900 - 1,000 pts.
B = 80% - 89% 800 - 899 pts.
C = 70% - 79% 700 - 799 pts.
D = 60% - 69% 600 - 699 pts.
F = Below 60% 599 pts. and below
 

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:
Any exams or papers not complete when due may not be made up unless special approval is given by the instructor to make up for missed work. Assignments are considered late if not submitted on the specific due date and will be reduced by 30% of possible earned points. Term papers will not be accepted after the end of the last term class. Attendance is required during the group marketing plans/presentations portion of the course. An unexcused absence during this time will result in the loss of 30 points.

Classroom Rules of Conduct:
Each class member is expected to listen to, and participate in, the class lecture, group discussions, and selected activities. Students are responsible for all scheduled assignments before each class meets. Instructor will provide guidelines and grading criteria for all major assignments. Students are expected to behave in a professional manner and demonstrate their understanding of basic marketing principles, theories, and practices. Course points may be forfeit if the student demonstrates disrespectful behavior towards the instructor or classmates during the class period.

Course Topic/Dates/Assignments:

Class 1 · Course overview · Introductions · Review syllabus · Review, discuss text reading assignment: Chapter 1 (Marketing's Value To Consumers, Firms, And Society)

Class 2 · Review, discuss text reading assignment: Chapter 2 (Marketing Strategy Planning)

Class 3 · Review, discuss text reading assignment: Chapter 6 (Final Consumers And Their Buying Behavior) ·

Class 4 · Review, discuss text reading assignment: Chapter 7 (Business And Organizational Customers And Their Buying Behavior) · Instructions for group marketing plans and SWOT analysis.

Class 5 · Review, discuss text reading assignment: Chapter 8 (Improving Decisions With Marketing Information) · Work on group marketing plans

Class 6 · Review, discuss text reading assignment: Chapter 10 (Product Management And New-Product Development) · Work on group marketing plans

Class 7 · Review, discuss text reading assignment: Chapter 13 (Retailers, Wholesalers, And Their Strategy Planning) · Review for midterm exam

Class 8 · In-class midterm exam

Class 9 · Review, discuss text reading assignment: Chapter 14 (Promotion -- Introduction To Integrated Marketing Communications) · Work on group marketing plans

Class 10 · Review, discuss text reading assignment: Chapter 16 (Advertising And Sales Promotion) · Work on group marketing plans

Class 11 · Review, discuss text reading assignment: Chapter 16 (Advertising And Sales Promotion, cont.) · Work on group marketing plans

Class 12 · Review, discuss text reading assignment: Chapter 15 (Personal Selling And Customer Service) · Work on group marketing plans

Class 13 · Review, discuss text reading assignment: Chapter 21 (Developing Innovative Marketing Plans) · Review for final exam

Class 14 · In-class final exam

Class 15 · Group marketing plans presentations

Class 16 · Wrap up group marketing plans presentations · Term individual project/written assignment due

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:8/25/2008 6:33:32 PM