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MK 351 Principles of Marketing
Florence, Robert 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

F2WW 2008 WN

Faculty

Florence, Robert K.

Title

Adjunct Faculty

Degrees/Certificates

BA-Communication/Journalism
MEd-Education

Daytime Phone

816/232-1640

Other Phone

816/220-6546

E-Mail

Bob.Florence@park.edu

bob.florence@mcckc.edu

Semester Dates

October 23 - December 11, 2008

Class Days

Th

Class Time

5 PM - 10:10 PM

Credit Hours

3


Textbook:

Principles of Marketing, Eleventh Edition, Kotler, P. & Armstrong, G.

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:
The facilitator's educational philosophy is one of interactiveness based on lectures, discussions, examinations, internet exploration, current events and projects.  The facilitator will engage each learner in what is referred to as disputatious learning to encourage the lively exploration of ideas, issues and contradictions.  In addition to marketing, the facilitator will also aid the learners in building other skills such as critical thinking and communication.

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 basic marketing terms and concepts
  2. Understand the use of research as a tool for marketing
  3. Analyze ethics in relation to marketing
  4. Understand the concept of branding
  5. Appreciate the role of media in relation to marketing
  6. Distinguish between various types of marketing strategies/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:
Student assessment is crucial to any course.  Assessment will be conducted through various ways including individual & group activities, written exercises and examinations.  Outcomes for the class will be assessed through the following assignments.  These are projected activities and are subject to change as the term progresses.  Activities include: examinations, textbook readings, discussions, presentations, projects and current events.

Grading:

Grading is based on the standards set by the university as applied to individual performance using a cumulative point scale.  All written projects are to be typed and double spaced. They should form to a style manual (APA or MLA) and use appropriate citations to avoid plagiarism.  Avoid language that is not inclusive, sexist and problematic. Current events should have sources cited.  Homework can be handwritten.
Grade scale: A-90% to 100% B-80% to 89% C-70% to 79% D-60% to 69% F-59% and below
Three chapter exams - 100 points each
One final exam - 200 points
One final project - 100 points
Three written projects - 75 points each
Five current events - 20 points each/100 points
Random homework and/or other class activities 75 points
Total 1,000 points 

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 homework will be accepted as deemed appropriate by the instructor.  If a student has to be absent, prior arrangements should be made.  Often, the student will need to e-mail the assignment to the instructor.  Any student who fails to complete and submit a major assignment will most likely receive a lower overall grade and might even fail the course.  Incompletes and make-up exams are rarely given except in the case of a legitimate, verifiable emergency.

Classroom Rules of Conduct:
Students are to be respectful of the instructor and each other.  Class disruptions of any kind will not be tolerated.  Do not disrupt or distract people who are giving presentations.

Course Topic/Dates/Assignments:

10/23-Introductions, review syllabus, discuss marketing basics, discuss current events in marketing , view "Media Literacy" video, Chapters 1 & 2 lecture and discussion 
10/30-Chapters 3, 4, 5 & 6 lecture and discussion, current events #1 due, prepare written project #1(target market/demographics), review
11/6-Written project #1 (target market/demographics) due, Chapters (1-6) Exam I, Chapters 7 & 8 lecture and discussion
11/13-Chapters 9, 10, 11, 12 & 13 lecture and discussion, current event #2 due, prepare written project #2 (display ad layout/design), review 
11/20- Chapters (7-13) Exam II, Chapters 14, 15 & 16 lecture and discussion, written project #2 (display ad layout/design) due, current event #3 due
*11/25- Current event #4 due, Chapters 17, 18, 19 & 20 lecture & discussion, prepare written assigment #3 (news release/ad copy), prepare for final project (marketing plan), review 
12/4-Written project #3 (news release/radio copy) due, Chapters (14-20) Exam III, current event #5 due, review final exam
12/11-Final exam, final project (marketing plan) due with oral presentation
*Meeting date changed due to holiday

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
Cheating will not be tolerated and can lead to course failure and/or other actions according to the standards set by the university.

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
Plagiarism will not be tolerated and can lead to course failure and/or other actions according to the standards set by the university.

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
Students are expected to attend class, from beginning to end.  Students cannot satisfy the course requirements without regular and consistent attendance.  It is not the responsibility of the instructor to drop students from class, if they choose not to attend.  The instructor will make the final determination regarding the acceptability of excuses.  This policy is applied to all students, even if ones absences lead to a lower grade for the course.  While in class, students are expected to participate in class discussions and other activities. Students are expected to be in class during all oral presentations.

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 .
It is impossible to cover every aspect of this course in the syllabus.  Additional information and/or changes to the syllabus will be provided as the class progresses.



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:9/17/2008 10:23:19 PM