MK491 Seminar in Marketing

for S2J 2007

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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.


MK 491 Seminar in Marketing.


S2J 2007 DN


Lane, Frank E.


Senior Instructor


MA Management & Supervision,  Central Michigan University
BS Marketing, Southwest Missouri State

Office Location

Not located on campus

Office Hours

6PM - 9PM  M-F  1PM – 8PM S-S

Daytime Phone



Semester Dates

March 19, 2007 to May 13, 2007

Class Days


Class Time

5:30 - 9:50 PM


12 hours of marketing or instructor approval

Credit Hours



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

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 or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information

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:

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.

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

  Instructor Learning Outcomes

  1. 1.The objective of Seminar in Marketing is to validate the student
Class 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
•Competitor Analysis & Sources of Advantage

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

•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 choices.


1000 total points

•500 points tests 250 Midterm and 250 Final.  
•175 attendance/ participation/homework
•325 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

A complete point system schedule will be furnished during our 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.  Note: You must pass the closed book/closed note written final examination with a passing score of 60%+ to pass the class, regardless of points earned on other work. 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.

All final exams will be comprehensive and will be closed book and closed notes.  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 Associate Dean.

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

Pre-work Assignments

Class Schedule

Meeting - 1
Mar 21

Study Chapters 14 & 15

Class Schedule:
Chapter 14 Market Orientation
Chapter 15 Performance Metrics, Strategy and Implementation

Meeting - 2
Mar 28

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
Apr 4

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 11

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 18

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 25

Complete Homework Assignment
Work on Marketing Plan

Class Schedule:
Chapter 10 Marketing Communications
Team meetings, last work session in group on marketing plan. Turn in  Homework Assignment  

Meeting - 7
May 2

Study Chapter 10,12 & 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 9

Study for Test
Prepare portion of presentation
Attendance 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 2006-2007 Undergraduate Catalog Page 87-89

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 2006-2007 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.

Park University 2006-2007 Undergraduate Catalog Page 89-90
Students are expected to arrive on time and attend the entire class period.  Plan on meeting the FULL time for each session.

Requesting an excused absence requires you to call the instructor at least 3 hours before the absence by phone with a legitimate reason such as personal illness, death in the family, or occupational related requirements.  At that time be prepared to discuss scheduling submission of assignments due before the next class. (See Late Submission)

Attendance may be taken at any time during each class session and also at the end of class to insure accurate attendance records. Three tardies and/or partial attendance (not being present when roll is called or leaving prior to class being dismissed) excused or not excused counts as one class absence.  Any student absent over 2.5 classes meetings will receive a failing grade, whether absences are excused, unexcused or in combination with tardies/partial attendance. (Example:  two absences plus two tardy/partial attendances will receive a failing grade for the term).  Extra credit and/or make-up work cannot be substituted for attendance and class participation.

An incomplete grade will not be granted for lack of attendance or late work.

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: .


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Last Updated:1/23/2007 8:27:44 AM