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MK 491 Seminar in Marketing.
Battrum, Denis D.


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 Seminar in Marketing

Semester

S2T 2007 DL

Faculty

Battrum, Denis D.

Title

Adjunct Professor

Degrees/Certificates

M.Sc.
MBA

E-Mail

denis.battrum@park.edu

Semester Dates

3/19/2007 - 5/13/2007

Class Days

online

Class Time

online

Credit Hours

3


Textbook:
Strategic Marketing, 7th or 8th ed., by Cravens and Piercy, ISBN # 0-07-246665-0

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:
http://www.park.edu/library/

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.  Pre-requisite:  Twelve hours of marketing or instructor approval.  3:0:3

Class Assessment:
See "Grading Plan", below.

Grading:
Assignment / % of Grade / Due Date:
Homework / 16% (8 @ 20 points) / See course schedule
Paper / 10% (1@ 100 points) / Week 7  - See course schedule
Case Conferencing (Six mini cases) /  24% (6 @ 40 points) - See course schedule
Exam 1  / 15% (1 @ 150 points) / Week 4
Exam 2  / 30% (1 @ 300 points) / Week 8 (Must achive at least 60% on this Final Exam)
Class Participation / 5% / (Throughout the term - 50 points)  

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)

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.

The Proctored final exam for online courses must be passed with a grade of 60% or higher in order to pass the course regardless of the overall average.  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 proctored final exam must address only material which the student has been taught in class.

Late Submission of Course Materials:
A 5 point per day deduction will be assigned to late work. Exams cannot be accepted late: no exceptions. Submissions to the Discussion Threads cannot be accepted late: no exceptions. Note:  Late work is defined as work submitted beyond Sunday evening, 12:00 AM, your time.

Classroom Rules of Conduct:
Standard rules of online courtesy apply.

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 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.
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 copyright and can not be reused without author permission.

Last Updated:3/3/2007 8:57:21 AM