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MK 351 Principles of Marketing
Lewis, Leslie Hugh


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

F1A 2008 BE

Faculty

Lewis, Leslie Hugh

Title

Assistant Professor of Management/HR

Degrees/Certificates

Post Grad Courses McCombe Grad School of Business-UT Austin
MBA Management Systems University of North Texas
BBA Economics and Management Baylor University

Office Location

Austin Center Campus Rm 108

Office Hours

MW 1-10:40 pm

Daytime Phone

512-385-7275 ONLY during offices hours

Other Phone

512-252-4061

E-Mail

leslie.lewis@park.edu

theaustinprof@yahoo.com

Semester Dates

Aug. 18- Oct. 12, 2008

Class Days

-M-W---

Class Time

5:10 - 7:50 PM

Prerequisites

None

Credit Hours

3


Textbook:
Perrault, Basic Marketing W/CD + Appl 2005-2006, 15th edition,
2005, MCG. ISBN: 0073226378

Additional Resources:
 

Austin Center

The resource room is located in room 213 in the Austin Center.  It is open from 8:00 am until 10:pm Monday through Thursday.  The room has a wide selection of current business and academic journals, magazines and a limited number of subject related videos, texts, and books.  The room also has three PCs with an Internet connection and printer. USE IT.

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:
 

I develop each class with the idea that "We are all Life Time Learners" and that adults learn better if they are part of the learning process itself.  In order to succeed in this course, the student must first and foremost participate each week in class.  The facilitator's educational philosophy is one of interactiveness based on the assumption that the student must conscientiously prepare for class by reading the text prior to participation.  The student must satisfactorily complete all examinations, term paper, and homework which is developed to emphasis the course's Core Learning Outcomes.  All methods of teaching are designed to transfer new material by clarifying and emphasizing subject areas presented in the text, current news topics, and experiences.

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:
 

Each student is required to read all assigned material before class and be prepared to participate in class discussions and activities.  Class Participation Grading will be based on class participation, two exams, homework, pop test, and research paper and a written case in class which are developed to enhance the comprehension of the Core Learning Objectives reiterated below:

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.

1.      The two exams will be a made up of essay questions.  The research report grade will be based on logic, depth of analysis, ability to relate the subject to the text and your other sources.

2.      CLASS PARTICIPATION:
Discussion policy: Students will receive 8 points or ½point per class for participation in class discussions. Only timely and relevant discussion will be evaluated positively.  A lack of participation in class and case discussions will lead the instructor to conclude the student is not prepared to participate and could have a negative effect on the student's participation grade.  

3.        RESEARCH PAPER/PRESENTATION: Students are required to turn in a research report of not less that 8 pages (double spaced, 12 font) in a research paper format on a current marketing trend or problem in the U.S.  The report publication guideline used is MLA, Park's standard.  An oral and digital presentation with handouts to the class, not to exceed 15 minutes, of the report's high points and solution is also required for each student.   You need a minimum of two references from printed material other that your text and two references from the Internet. The research grade will be based on logic, depth of analysis, ability to relate the subject to the text and your other sources.

An alternative is a case analysis developed from either the text's cases or a real situation the student is involved in at their work place.  The written requirement is the same as the research paper.

4.      A comprehensive marketing case analysis is the chosen assessment device for the Principles of Marketing course. The case is to be assigned during week seven during an eight week course.

Grading:
 

   

     Item                                        Points
Midterm Examination                     200
Final Examination                           250
Research Project                            200
Comprehensive Analysis Case         200
Research Presentation                      50
Class Participation                           100 
                                                   1000 points 

Items Midterm Examination            20%
Final Examination                           25%.
Research Project                            20%
Comprehensive Analysis Case         20%
Research Presentation                      5%
Class Participation                            10% 
                                                   100%

Grading:
89.5%-100%                    A
79.5%-89.4%                   B
69.5%-79.4%                   C
59.5%-69.4%                   D
< 59.4% or
4 unexcused absences    F 

The grade for students who pass the proctored final will be based on the overall average of homework and tests taken during the course.  The final exam must address only material which the student has been taught in class.

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:
 

If students miss the first exam, they will have 1 class period to take a makeup exam after returning to class. The second (final) exam however, an “F” will be given unless the office approves the excuse for missing the exam. The student will need to provide a doctor's excuse, a note from work, or other documentation. If permission is granted, the student MUST get an appointment during week 8 from the office to get a time to take this proctored final exam. An appointment is also necessary to take the final exam early during week 8.

Reports and presentation will incur a reduction of 10 points per day for reports and 10 points per class session for presentations.

Classroom Rules of Conduct:
 

meetings and be on time. Attendance is recorded at each class meeting. If students are going to be absent, advance notification is required; otherwise the absence will be recorded as unexcused.  After four unexcused absences students will be given a final grade of “F”.  Academic dishonesty will result in immediate release from the course and a failing grade. In general. treat fellow classmates with respect,  disagree professionally, and practice "good learning" techniques.


Foremost, keep me informed as to what is going on with you.

Course Topic/Dates/Assignments:
To be posted on eCompanion on August 10, 2008.

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 .

Bibliography:
 

I am Les Lewis and I will be your facilitator for this term in MK 351 Principles of Marketing. As an educator my experience covers thirty years of adult education. I have twenty years at Park University as adjunct and currently as full time faculty at the Austin Center. I have also taught at St. Edwards University, Concordia University, Texas State University, and Austin Community College.

My industrial experience which spans 40 years includes positions in marketing, operations, manufacturing, and project management. All the firms have been “high tech” Fortune 500 and Fortune 100 firms. The organizations include Texas Instruments, Xerox, Tracor (BAE), Lockheed Martin, and Applied Materials. Most of these firms have been involved in DOD activities. 

At Xerox I was an Operations Manager and a member of the branch senior staff within the field marketing organization.  While at TI, Lockheed, and BAE, I was involved in federal government, DOD, and international marketing efforts. These efforts were for business up to $500 million.

Additionally, my wife and I, as well as our two sons have degrees from Park.

So welcome aboard. Now let's have fun AND learn.

Les



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 3:45:11 PM