Syllabus Entrance
Printer Friendly
Email Syllabus

MK 491 Seminar in Marketing.
Dunn, Daniel J.


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 491 DL Seminar in Marketing.

Semester

F1T 2006 DL

Faculty

Dunn, Daniel J.

Title

Senior Instructor

Degrees/Certificates

MBA, University of Montana, Missoula, MT
MACounseling,  Pepperdine University, Malibu, CA
MEd, Montana State University Northern, Havre, MT

Office Location

Great Falls, MT  59405

Office Hours

Anytime via e-mail.

Daytime Phone

1-406-452-6191

E-Mail

daniel.dunn@park.edu

danpark1@att.net

Semester Dates

21 August 2006 to 15 October 2006

Class Days

TBA

Class Time

TBA

Credit Hours

3


Textbook:

Strategic Marketing, 7th ed., by Cravens and Piercy, ISBN # 0-07-246665-0

Textbooks can be purchased though the MBS bookstore

Textbooks can be purchased though the Parkville Bookstore

Additional Resources:
Additional resources will be posted as needed in class.

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/.
Advising - Park University would like to assist you in achieving your educational goals. Please contact your Campus Center for advising or enrollment adjustment information.
Online Classroom Technical Support - For technical assistance with the Online classroom, email helpdesk@parkonline.org or call the helpdesk at 866-301-PARK (7275). To see the technical requirements for Online courses, please visit the http://parkonline.org website, and click on the "Technical Requirements" link, and click on "BROWSER Test" to see if your system is ready.
FAQ's for Online Students - You might find the answer to your questions here.


Course Description:
Intensive studies of selected current issues in marketing through seminars, workshops, and forums. Prerequisite: Twelve hours of marketing or instructor approval. 3:0:3

Educational Philosophy:
I believe that all students can and do learn through an interactive multidisciplinary approach.  This may include multimedia, tests, practical applications, theory, and open discussions.  Quizzes, examinations, and writings will demonstrate comprehension as well as the ability to apply concepts of marketing.

  Instructor Learning Outcomes

  1. Discuss some of the reasons why managing in an environment of constant change will be necessary in the future
  2. Explain the importance of developing a strategic vision about the future for competing in today
  3. Clearly articulate the issues that are important in transforming a company into a market-driven organization
  4. Develop an outline of how you would explain the marketing strategy process to a colleague
  5. Articulate the relationship between a strategic plan for a business and a marketing plan
  6. Using the approach to product-market definition and analysis, select a brand and describe the generic, product type, and brand product markets for which the brand is a part
  7. Know how a particular company should analyze its competition
  8. Demonstrate, through discussion, ways of obtaining information needed to conduct a market segment analysis
  9. Provide a written outline for developing an effective market sensing capability for a given organization
  10. Select a product and discuss how the size and composition of the marketing program may require adjustments as the product moves through its life cycle
  11. Identify and discuss important issues in deciding whether to create internal cross functional relationships
  12. Analyze the potential role of the internet in the new product planning process
  13. Given a product/service, develop a plan for establishing a product management program
  14. Given a particular company, discuss important strategic distribution issues
  15. Articulate some of the ways in which estimates of the costs of competitors
  16. Know what the marketing concept is and how it should affect strategy planning
  17. Determine under what conditions, a firm's promotion strategy will be more advertising/sales driven vs. personal selling driven
  18. Given a particular direct marketing method, discuss the decisions that are necessary in developing a strategy for using the method
Class Assessment:
Class assessment will be based upon written performance in the threads, homework assignments, and exams.

Grading:

I will provide you with ongoing progress reports of your average grade throughout the term.  Course grades will be based on a weighted composite of performance evaluations in the areas contained in the following table:

Assignment % of Grade Due Date
Homework (See Course Schedule) 16% (8 @ 20 points) See course schedule
Paper (See Course Requirements) 10% (1@ 100 points) Week 7
Case Conferencing (Six mini cases) 24% (6 @ 40 points) See course schedule
Exam 1 (To be E-Mailed) 15% (1 @ 150 points) Week 4
Exam 2 (To be E-Mailed) 30% (1 @ 300 points) Week 8
Class Participation 5% (Througout the term - 50 points)  Continually

Course Grading Scale:

A =  90- 100%  (900 --1000 points)
B =  80-89%  (800 --899 points)
C =   70-79%  (700 --799 points)
D =  60-69%  (600 --699 points)
F =  < 60%  ( < 600 points)

Proctored final examination - A computerized examination will be taken in a proctored testing environment during the 8th (or 16th) week at one of the Park University sites around the country or at an alternative location.  For proctored examinations, photo identification is required at the time of the test.  Guidelines for selecting an acceptable proctor can be found on the Park University Website. 

Other Information on proctored exams:

  • It will be the responsibility of the student to arrange for a proctor, by the 5th week of the term, who is accepted and approved by the course instructor. 
  • Approval of proctors is the discretion of the Online instructor. 
  • A proctor request form will be made available to you during the first week of class so that you can send your requested proctor to your instructor for approval. 
  • Failure to take a final proctored exam will result in an automatic "F" grade. 

Late Submission of Course Materials:

Submission of Late Work: A 5 point deduction will be assigned to late work unless prior arrangements have been made.

Classroom Rules of Conduct:

The instructor keeps the original copies of all exams and papers.  The student should maintain a respectful demeanor in all communications with fellow students and the instructor.

Preferred Contact Method:  You may contact me vai email or by cell phone anytime you need assistance.

Preferred Method for Submitting Assignments:  Please use the Dropbox when asked.  All other work should be submitted via email.

Response Policy I will respond to all questions within 24 hours.

Students are responsible for clicking on the link below and thoroughly reading each Online course policy.  If you have questions about any of these policies, please contact me.

Online Course Policies

Course Topic/Dates/Assignments:

Week 1: Market Driven Strategy

· Readings:

  • Text: Read Chapter 1
  • Lecture Notes/PPT Overview for week 1

· On-Line Conference Assignment: Read Nokia Corp, page 61, and post to the Discussion Area your responses to the case questions. You may provide any other comments you wish, and do not forget to respond to the postings of others. Also, please post your E-mail address, along with a brief work and/or educational background to the thread titled, "Introductions". It is located at the left hand side of this page.

· Homework: Answer the following questions located on page 19 of your text: Internet Applications -- A; Questions for Review and Discussion -- 1 and 10, and submit them to me via the Dropbox by the end of the week. Note: Each week, you will have three questions/chapter.

· Other: You will be assigned to a support team. See the Administrative button and the link titled "Support Teams" for additional information

Week 2: Business and Marketing Strategies/Market Vision, Structure, and Analysis

· Readings:

  • Text: Read Chapters 2 and 3
  • Lecture Notes/PPT Overview for week 2

· On-Line Conference Assignment: Read Gatorade, page 169, and post to the Discussion Area your responses to the case questions. You may provide any other comments you wish.

· Homework: Answer the following questions located on page 48 of your text: Internet Applications -- A; Questions for Review and Discussion -- 7 and 9; and on page 109 -- Internet Applications -- B; Questions for Review and Discussion -- 5 and 10 and submit them to me via the Dropbox by the end of the week. Note: Each week, you will have three questions/chapter.

· Other: Get with your support team members to solve the crossword puzzle that will be posted in the Discussion Area this week. Also, it is time to complete your electronic proctor form. Instructions are in the "Administrative Information" folder. The form is due the end of the fifth week.

Week 3: Segmenting Markets/Continuous Learning About Markets

· Readings:

  • Text: Read Chapters 4 and 5
  • Lecture Notes/PPT Overview for week 3

· On-Line Conference Assignment: Read Pfizer, Inc., page 184, and post to the Discussion Area, your responses to the case questions. You may provide any other comments you wish, and do not forget to respond to the postings of others.

· Paper: You may want to begin the research for your paper that is due the end of the seventh week. Detailed instructions can be found in the "Administrative Information" folder.

· Homework: Answer the following questions located on page 141 of your text: Internet Applications -- B; Questions for Review and Discussion -- 2 and 4; and on page 166 -- Internet Applications -- A; Questions for Review and Discussion -- 3 and 8 and submit them to me via the Dropbox by the end of the week. Note: Each week, you will have three questions/chapter.

· Other: It is time to complete your electronic proctor form. Instructions are in the "Administrative Information" area.

Week 4: Market Targeting and Strategic Positioning

· Readings:

  • Text: Read Chapter 6
  • Lecture Notes/PPT Overview for week 4

· On-Line Conference Assignment: None for this week.

Homework: Answer the following questions located on page 221 of your text: Internet Applications -- B; Questions for Review and Discussion -- 2 and 5, and submit them via the Dropbox to me by the end of the week.

· Exam #1: Exam #1 is contained in the Doc Sharing folder (Detailed instructions are in the Discussion folder under Exam #1). You will need to submit your responses to the Dropbox by the end of the week.

· Other: It is time to complete your electronic proctor form. You will have until the end of the fifth week. Instructions can be found in the Administrative area.

Week 5: Relationship strategies/Planning for New Products

· Readings:

  • Text: Read Chapters 7 and 8
  • Lecture Notes/PPT Overview for week 5

· On-Line Conference Assignment: Read Dunkin Donuts, page 300, and post to the Discussion Area, your responses to the case questions. You may provide any other comments you wish (Remember to respond to the postings of others).

· Homework: Answer the following questions located on page 251 of your text: Internet Applications -- A; Questions for Review and Discussion -- 3 and 8; and on page 284 -- Internet Applications -- A; Questions for Review and Discussion -- 1 and 10 and submit them via the Dropbox by the end of the week.

Week 6: Strategic Brand Management/Managing Value-Chain Relationships

· Readings:

  • Text: Read Chapters 9 and 10
  • Lecture Notes/PPT Overview for week 6

· On-Line Conference Assignment: Read Amazon.com, Inc, page 449, and post to the Discussion Area, your responses to the case questions.

· Homework: Answer the following questions located on page 337 of your text: Internet Applications -- C; Questions for Review and Discussion -- 2 and 5; and on page 370 -- Internet Applications -- B; Questions for Review and Discussion -- 1 and 10 and submit them via the Dropbox by the end of the week.

·Student Survey: It is very important that we hear from you concerning your suggestions for improving our course. Please complete the student survey this week. Instructions are posted in the "Administrative Information" area.

Week 7: Pricing Strategy/Promotion, Sales and Advertising Strategies

· Readings:

  • Text: Read Chapters 11 and 12
  • Lecture Notes/PPT Overview for week 7

· On-Line Conference Assignment: Read Pier 1 Imports, Inc, page 455, and post to the Discussion Area, your responses to the case questions.

· Paper: Your paper is due the end of this week. It will consist of a search of the web pages of various companies. Select one company and report on their product, pricing, promotional, and distribution strategies as you perceive them (Note: I provided a detailed outline for your report in the Administrative Information area). This may require you to E-Mail your selected company to obtain additional information.

· Homework: Answer the following questions located on page 397 of your text: Internet Applications -- A; Questions for Review and Discussion -- 2 and 8; and on page 421 -- Internet Applications -- A; Questions for Review and Discussion -- 2 and 4 and submit them via the Dropbox by the end of the week.

Week 8: Sales Force, Internet, and Direct Marketing Strategies

· Readings:

  • Text: Read Chapters 13
  • Lecture Notes/PPT Overview for week 8

· On-Line Conference Assignment: None

Homework: Answer the following questions located on page 446 of your text: Internet Applications -- A; Questions for Review and Discussion -- 1 and 11, and submit them via the Dropbox by the end of the week.

· Exam #2: The second and final exam must be taken in person before the end of the this week at one of the Park University sites around the country or at an alternative location approved by the University where Park University sites are not available. It will be the responsibility of the student to arrange for a proctor who will be accepted and approved by the instructor. Park University site administrators or adjunct faculty are preferred, but K-12 school officials or senior personnel at the place of employment are usually acceptable. For the proctored examination, photo identification is required.

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 2006-2007 Undergraduate Catalog Page 87-89

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 2005-2006 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 "W".
  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.
ONLINE NOTE: An attendance report of "P" (present) will be recorded for students who have logged in to the Online classroom at least once during each week of the term. Recording of attendance is not equivalent to participation. Participation grades will be assigned by each instructor according to the criteria in the Grading Policy section of the syllabus.

Park University 2006-2007 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 .

Copyright:

This material is protected by copyright and can not be reused without author permission.

Last Updated:8/6/2006 9:09:36 PM