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MK 491 Seminar in Marketing
Lane, Frank E.


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.
CourseMK 491 Seminar in Marketing DN
SemesterS2J2005
FacultyLane, Frank E.
TitleSenior Instructor
Degrees/CertificatesMA Management & Supervision,  Central Michigan University
BS Marketing, Southwest Missouri State
Office LocationNot located on campus
Office HoursOn an appointment basis will meet outside of class time
Daytime Phone816-694-2224    9AM - 9PM  Monday - Saturday (mobile phone)
Other Phone913-338-5870  ext 205          8AM - 5PM  Monday - Friday
E-Mailfrank.lane@park.edu
northavengardens@aol.com
Semester DatesMarch 14, 2005  to May 8, 2005
Class Days---W---
Class Time5:30 - 9:50 PM
Perquisites12 hours of marketing or instructor approval.
Credit Hours3

Textbook:
NOTE new text:
Market-Based Management, Fourth Edition, Prentice Hall by Roger J. Best. ISBN: 0-13-146956-8

NOTE: this text replaces the obsolete Third Edition used last spring.

Textbooks can be purchased though the MBS bookstore


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

This course is a senior level course in marketing. The course assumes you know the concepts of marketing, marketing mix, and the issues involved in setting marketing goals and objectives.  In addition, the student will complete a group marketing project.

Educational Philosophy:
To simulate the work of a Marketing Coordinator/Account Executive.  Present and apply advanced marketing concepts/tools/strategies.  This class will be divided into modules with the student demonstrating their competence in the following areas:  1. Problem Solving   2.Teamwork/Communication   3. Customer Satisfaction –Profitability    4.Customer Service - Sales Expertise   5. Promotion

Learning Outcomes:
The objective of Seminar in Marketing is to validate the student's learning from previous marketing courses and building upon it, ready them for a career in marketing.  At the end of this course they will have written a complete marketing plan.

Course Assessment:
This is an application class built on the following:
Market Orientation
•Market Based Performance

Marketing Plans and Performance
•Building a Marketing Plan
•Profit Impact of Market Based Management

Strategic Marketing
•Offensive Strategies
•Defensive Strategies

Market Analysis
•Market Potential, Demand and Share
•Customer Analysis and Value Creation
•Segmentation
•Competitor Analysis & Sources of Advantage

Marketing Mix Strategies
•Product Position & Brand strategies
•Market-based Pricing and Strategies
•Communication and Customer Response

Sales
•Estimating Market Potential and Sales Forecasting
•Personal Selling Process
•Motivating a Sales Force
•Ethical and Legal Responsibilities

Examinations give the student the ability to demonstrate his or her grasp of the information.  Examination formats will be essay and multiple choice

Grading:
•GRADING PLAN:         %'s are approximates
•50% tests will be derived of information from class  discussion and chapters.  
•15% attendance/ participation/homework
•35% Team Marketing Group Project will be turned in and an oral business presentation made.  Points will be awarded for both the written and oral work.  You will be assigned to a team and your team's grade will also be your individual grade.  Time will be allowed in class to meet with your team.

A complete point system schedule will be furnished during our first class meeting. “Extra Credit” is not available.
Individual initiative accounts for 100% of your final grade.  It will be evaluated by:
A complete point system schedule will be covered during your first class meeting. A (90%), B (80%), C (70%) D (60%) F (less than 60%) all based upon total points.    "Extra Credit" is not available.  Grades will not be held while waiting for your class requirements. At the end of the term, any student who has not completed all work will only receive an "incomplete" if a valid reason exists and there are unusual circumstances to consider.

Late Submission of Course Materials:
Assignment/test not turned in by the end of the scheduled class meeting due will result in a 10% grade deduction. If not submitted during the following class meeting, it will no longer be accepted and zero points will be awarded. The student is responsible to verbally communicate with the instructor before the next meeting to learn of assignments made during one's absence.  

If late work is associated with an "excused absence" (agreed to and granted by this instructor) makeup arrangements must be met on time or the student's submission will be classified "late".

Classroom Rules of Conduct:
Use of cell phones in the classroom is prohibited.  This is a case discussion class and rules of etiquette will be discussed the first meeting.

Class Meeting
Date
Pre-work AssignmentsClass Schedule
Meeting - 1
Mar 17
Prework:
Study Chapters 14 & 15
Class Schedule:
•Orientation
•Chapter 14 Market Orientation and
Chapter 15 Performance Metrics, Strategy and Implementation
Meeting - 2
Mar.24
Prework:
•Study Chapter 1 & 2
Determine the membership of your Agency and name for your Marketing Plan
Class Schedule:
•Chapter 1 Market Orientation & Performance
•Chapter 2 Market Based Performance
Team Building Workshop, first work session on Marketing Plan
Meeting - 3
Mar 31
Prework:
•Study Chapter 3 ,4 & 5
Begin work on Work on Marketing Plan
Class Schedule:
•Chapter 3 Market Potential, Demand & Market Share.
•Chapter 4 Customer Analysis, and Value Creation
•Chapter 5 Market Segmentation
Meeting - 4
Apr 7
Prework:
•Study for Test
•Study Chapter 6
Work on Marketing Plan
Class Schedule:
•Test Chapters 1,2,3,4,5,14,15
•Chapter 6 Competitor Analysis
•Work session on Marketing Plan
Meeting - 5
Apr 14
Prework:
•Study Chapter 7 & 8
Work on Marketing Plan
Class Schedule:
•Chapter 7 Product Positioning
•Chapter 8 Market Based Pricing
Work session on Marketing Plan
Meeting - 6
Apr 21
Prework:
•Complete Homework Assignment
•Study Chapter 10
Work on Marketing Plan
Class Schedule:
•Chapter 10 Marketing Communications
•Review Homework
Last work session on marketing plan.
Meeting - 7
Apr 28
Prework:
•Study Chapter 12 & 13
Complete marketing plan
Class Schedule:
•Chapter 12 Offensive Market Plans
•Chapter 13 Defensive Market Plans
•Turn in Marketing Plan (ink on paper & digital versions)
Meeting - 8
May 5
Prework:
•Study for Test
•Prepare portion of presentation
Attendance m mandatory for class meeting #8.
Class Schedule:
•Marketing Plan Presentations
•Test Chapters 6,7,8,10,12,13

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 2004-2005 Undergraduate Catalog
Page 101

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. <a href="http://www.park.edu/catalog">
Park University 2004-2005 Undergraduate Catalog</a> Page 101

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 "WH".
  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 2004-2005 Undergraduate Catalog Page 100

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. Park University is committed to meeting the needs of all learners that meet the criteria for special assistance. These guidelines are designed to supply directions to learners 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 American with Disabilities Act of 1990, regarding learners with disabilities and, to the extent 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
 
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Copyright:
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