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MK 411 Marketing Management
Cheadle, Sonja Karin


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 411 Marketing Management

Semester

U1T 2007 DL

Faculty

Sonja Cheadle

Title

Adjunct Instructor

Degrees/Certificates

Master of Business Administration degree with emphasis in Marketing from Avila University
Bachelor of Science degree in Business from University of Missouri-KC

Daytime Phone

816-507-8552

E-Mail

sonja.cheadle@pirate.park.edu

Semester Dates

June 4- July 29, 2007

Class Days

TBA

Class Time

TBA

Prerequisites

MK 351

Credit Hours

3


Textbook:

 

Marketing Management by J. Paul Peter and James H. Donnelly, 8th edition, ISBN: 0073137634.

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 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:
Study of the theoretical foundations, the methods and the environment of marketing, management. Topics include: consumer behavior, product policy, channel management, pricing and promotion. PREREQUISITE: MK 351. 3:0:3

Educational Philosophy:
Our course goals can only be achieved through a joint "on-line" effort. I will work to stimulate your interest and learning. However, you will be expected to display initiative and a program of self study as well. As a result, a primary objective of the course is to provide you with an environment that will reward your own intellectual effort.

Learning Outcomes:
  Core Learning Outcomes

  1. The student will develop an understanding of the application of the major functions of marketing management in all sectors of business, (e.g. for profit, not-for-profit, government).
  2. The student will learn to apply the principles of marketing and other academic disciplines, both business and non-business (e.g. economic, political, social), to problems marketing managers must address each day.
  3. This course will provide the student with the ability to develop and apply common decision-making models and techniques to specific business problems.
  4. This course will provide the opportunity for the student to present analysis and recommendations for action in both oral and written form.
  5. This course will allow the student to develop an appreciation for the key role that marketing plays in the creation and distribution of goods and services.
  6. The overall objective of this course is to help the student become an analyst of the internal and external factors affecting marketing management. The student will to learn to develop solutions to diverse business problems that effect the marketing mix.


Core Assessment:
A comprehensive examination involving the analysis of two case studies is the chosen assessment device for the Marketing Management course. This assessment 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 15 minutes reading each case and about 45 minutes for each case developing an essay that addresses the core outcomes relative to the information presented for each organization. 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.

Class Assessment:

 

Assignment

Points 

Due Date

Marketing Plan

350

See Course Requirements

Case Conferencing (Six cases)

&  Class Participation

300

See Course Requirements

Participation-Continually

Exam 1 (To be E-Mailed)

150

Week 4

Exam 2 (To be E-Mailed)

200

Week 8

Grading:

  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

Points 

Due Date

Marketing Plan

350

See Course Requirements

Case Conferencing (Six cases)

&  Class Participation

300

See Course Requirements

Participation-Continually

Exam 1 (To be E-Mailed)

150

Week 4

Exam 2 (To be E-Mailed)

200

Week 8

Course Grading Scale:

A =

 900 - 1000  

B =

 800 -  899  

C = 

 700 -  799  

D =

 600 -  699  

F =

       < 600  

 

The three most important grading criteria for your work will be breadth, depth, and application/synthesis of course concepts.

What this means is in all our discussions and assignments I expect you to reference the terms and concepts we cover each week and apply the concepts using real life examples and illustrations.  This will not only deepen your understanding of the course concepts, but also allow you to see the concepts in action.

I will submit your grades via the gradebook each week.  You will also be able to see my feedback on your submissions. You can use it to improve your work each week.   

We use a variety of assignments in this class to help you learn the fundamentals of marketing management.  

When I grade your assignment I expect you to use concepts from the texts and our discussion and use real life examples to illustrate your ideas.  

You should apply the concepts covered during the week.  You will want to demonstrate that you have learned the material and are able to apply it to your assignments.  Case studies require in-depth analysis and detailed explanation of your conclusions. 

If you have any questions about the assignments, please don’t hesitate to ask-I am happy to help!

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.

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:
Submission of Late Work: Late work will receive a ten point penalty.  Late work will not be accepted more than one week late unless prior arrangements have been made.

Course Topic/Dates/Assignments:

Course Topic/Dates/Assignments:  

 

Course Requirements

  • Marketing Plan: In the Doc Sharing area of the course site, there is a Marketing Plan template. This tool will provide you with an easy, structured approach to preparing your plan. Each week, you will need to submit to the Dropbox, a completed section of the plan as described in the Activities thread.
  • Case Conferencing: Each week (except for the fourth and eighth week), we will use the conferencing capabilities to discuss one of the cases that begin on page 246 of the text. I encourage everyone to engage in a "lively" discussion of the relevant issues involved with these cases. I also encourage you to develop confidence in case analysis conferencing. This course provides you with an opportunity to develop abilities in communicating with others nation-wide about your ideas and approaches for dealing with marketing management issues. This is important. You spend (or will spend) much of your professional career doing just this. Conferencing will also be used for open class discussion and to relate assignments to current marketing management news.
  • Exams: Two exams will be given. It is assumed that all students are honest and that they take pride in their achievements. The first exam (It is open book) will be posted in the "doc sharing" folder, and you will be given a deadline for an email response. The second and final exam (It is closed book and notes. However, an excellent review will be provided) must be taken in person before the end of the eighth week at one of the Park University sites around the country or at an alternative location approved by the college 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. A proctor information form will be provided. The final exam will cover subjective and objective elements (Discussion and multiple choice), and is constructed such that the most knowledgeable students would generally agree as to how the question should be answered. I do not want you to simply rehash a particular idea or concept. I would rather you demonstrate an ability to analyze a situation, determine relevant issues, and integrate a set of ideas. The first exam will be available at the beginning of the fourth week and the second exam must be taken as described above by the end of the eighth week.
  • Reading Assignments: You need to read each chapter and case assigned in order to actively participate in our conferencing and to do well on the two exams. During the beginning of each week, I will provide a lecture to assist you in your understanding of the material. Please feel free to E-Mail me if you have any questions, concerns, etc.

Schedule

Week 1: Strategic Planning and the Marketing Management Process  

 

 · Readings:  

 

 Text: Read Chapter One and Section II, Analyzing Marketing Problems and Cases
  • Content Menu: Review the Lecture Notes and PowerPoint Overview for Week 1
  • Online Forum: Respond to the first case posting titled, "Mc Donald's."
· On-Line Conference Case Assignment: Read McDonald's, page 250, and post to the Conference Area, your response to the questions in the thread. You may provide any other comments you wish. Also, please post your E-mail address, along with a brief work and/or educational background to the Introductions Area.  

 

 

 

Week 2: Marketing Research: Processes and Systems for Decision Making  

 

  Readings:  

 

 

  • Text: Read Chapter Two
  • Content Menu: Review the Lecture Notes and PowerPoint Overview for Week 2
  • Online Forum: Respond to the second case posting titled, "Starbucks"
  • Marketing Plan: Complete the Description and Strategic Focus and Plan sections of the marketing plan template. Additional directions and guidance are provided in the Conference Forum under, Marketing Plan.
· On-Line Conference Case Assignment: Read Starbucks, page 281, and post to the Conference Area your response to the questions in the thread. You may provide any other comments you wish.  

 

 

· Marketing Plan: Prepare the Company Description and Strategic Focus Plan sections of your marketing plan as described in the marketing plan template, and submit them to the Dropbox by the end of the week.  

 

 

 

Week 3: Consumer Behavior and Business, Governmental and Institutional Buying  

 

 

· Readings:  

 

 

  • Text: Read Chapters Three and Four
  • Content Menu: Review the Lecture Notes and PowerPoint Overview for Week 3
  • Online Forum: Respond to the third case posting titled, "Harley-Davidson.com and the Global Motorcycle Industry"
  • Marketing Plan: Complete the Situation Analysis section of the marketing plan template.
· On-Line Conference Case Assignment: Read Harley-Davidson.com and the Global Motorcycle Industry page 354, and post to the Conference Area your response to the questions in the thread. You may provide any other comments you wish.  

 

 

· Marketing Plan: Prepare the Situation Analysis section of your marketing plan in the marketing plan template, and submit it to me via the Dropbox (Marketing Plan: Week 3) by the end of the week.  

 

 

 

Week 4: Market Segmentation  

 

 · Readings:  

 

 

  • Text: Read Chapter Five
  • Content Menu: Review the Lecture Notes and PowerPoint Overview for Week 4
  • Online Forum: Complete the exam in the thread titled, "Exam One"
  • Marketing Plan: Complete the Market-Product Focus section of the marketing plan template.
· On-Line Conference Case Assignment: None for this week.  

 

 

· Marketing Plan: Prepare the Market-Product Focus section of your marketing plan in the marketing plan template, and submit it to me via the Dropbox (Marketing Plan: Week 4) by the end of the week.  

 

 

· Exam #1: Your first exam will be due the end of the week. See the area titled, "Midterm Exam" under week 4.  

 

 

 

Week 5: Product Strategy and New Product Planning and Development  

 

 

· Readings:  

 

 

  • Text: Read Chapter Six and Seven
  • Content Menu: Review the Lecture Notes and PowerPoint Overview for Week 5
  • Online Forum: Respond to the third case posting titled, "E & J Gallo Winery"
  • Marketing Plan: Complete the Marketing Program section marketing plan template.
· On-Line Conference Case Assignment: Read E & J Gallo Winery, page 532, and post to the Conference Area, your response to the questions in the thread. You may provide any other comments you wish.  

 

 

· Marketing Plan: Prepare the Marketing Program section of your marketing plan in the marketing plan template, and submit them to me via the Dropbox by the end of the week.  

 

 

 

Week 6: Integrated Communications -- Advertising, Sales Promotion, Public Relations, and Direct Marketing  

 

 

· Readings:  

 

 

  • Text: Read Chapter Eight
  • Content Menu: Review the Lecture Notes and PowerPoint Overview for Week 6
  • Online Forum: Respond to the third case posting titled, "Caterpillar, Inc."
  • Marketing Plan: Complete the Data and Projections section of the marketing plan template.
· On-Line Conference Case Assignment: Read Caterpillar, Inc., page 604, and post to the Conference Area, your response to the questions in the thread. You may provide any other comments you wish.  

 

 

· Marketing Plan: Prepare the Data and Projections section of your marketing plan in the marketing plan template, and submit them to me via the Dropbox by the end of the week.  

 

 

 

Week 7: Personal Selling, Relationship Building, and Sales Management and Distribution Strategy  

 

 

· Readings:  

 

 

  • Text: Read Chapters Nine and Ten
  • Content Menu: Review the Lecture Notes and PowerPoint Overview for Week 7
  • Online Forum: Respond to the third case posting titled, "YUM! Brands, Pizza Hut, and KFC"
  • Marketing Plan: Complete the Implementation section of the marketing plan template .
· On-Line Conference Case Assignment: Read "YUM! Brands, Pizza Hut and KFC," page 590, and post to the Conference Area, your response to the questions in the thread. You may provide any other comments you wish.  

 

 

· Marketing Plan: Prepare the Implementation Plan section of your marketing plan in the marketing plan template, and submit it to me via the Dropbox by the end of the week.  

 

 

 

Week 8: Pricing Strategy  

 

 

· Readings:  

 

 

  • Text: Read Chapter Eleven
  • Content Menu: Review the Lecture Notes and PowerPoint Overview for Week 8
  • Online Forum: Review all previous postings for completeness
  • Marketing Plan: Complete the Evaluation and Control and Executive Summary sections of the marketing plan template.
· On-Line Conference Assignment: Review all previous postings for completeness  

 

 

· Marketing Plan: Prepare the Evaluation and Control and Executive Summary sections of your marketing plan in the marketing plan template, and submit them to me 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. Additional information concerning an acceptable proctor can be found at Proctor Form.  

 

 

 

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 .

Additional Information:


Preferred Contact Method:  You may contact me via email or by phone anytime you need assistance. Email is the fastest way to reach me.


 


Preferred Method for Submitting Assignments:  Please use the Dropbox when asked.



Response Policy:  I will respond to all questions within 48 hours.

Copyright:

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

Last Updated:5/24/2007 9:18:03 AM