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MK 351 Principles of Marketing
Morgan, Jim P.


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 351 Principles of Marketing

Semester

S2T 2007 DLB

Faculty

Morgan, Jim P.

Degrees/Certificates

MA Marketing
MS Business & Human Relations

Office Location

Ft Worth, TX

Office Hours

9 AM - 7PM CTS Monday-Saturday

Daytime Phone

817 448 6694

E-Mail

Jim.Morgan@pirate.park.edu

Semester Dates

3/19/2007 - 5/13/2007

Class Days

TBA

Class Time

TBA

Credit Hours

3


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:
Examines factors relevant to the marketing mix (product, promotion, distribution, and price) and to marketing management. 3:0:3

Learning Outcomes:
  Core Learning Outcomes

  1. Explain the importance of the marketing mix.
  2. Describe and analyze the marketing management functions.
  3. Explain the elements of a marketing plan.
  4. Describe the stages of the product life cycle.
  5. Explain and analyze the advantages and disadvantages of entering international markets.
  6. Explain the impact of e-commerce on the marketing functions.


Core Assessment:

A comprehensive marketing case analysis is the chosen assessment device for the Principles of Marketing course. The case is to be assigned during week 13 or 14 of a sixteen week course and during week seven during an eight week course.

Link to Class Rubric

Class Assessment:
Homework
Report #1 Paper
Case Analysis
Case Conferencing
Exam 1
Exam 2
Class Participation

Grading:

Assignment Points
Homework (2 questions/chapter) 160
Report #1 (See Course Requirements) 100

Case Conferencing (Six mini cases) 240
Exam 1 150
Exam 2 (To be E-Mailed)  300
Class Participation 50

Course Grading Scale:
A = 900 -- 1000 points
B = 800 -- 899 points
C = 700 -- 799 points
D = 600 -- 699 points
F = < 600 points

The final examination must be passed with a grade of 60% or higher. The final exam is 30% of the total course grade. The comprehensive final is not a take-home test. The comprehensive final is a closed book and closed notes exam.

Grading Rubrics

Discussion Thread Grading Criteria:

Thoroughly answered all of the case questions: 50 points possible

Responded to at least one other classmates on separate day: 30 points possible

Spelling/Grammar at the college level: 10 points possible

Original post by Thursday: 10 points possible

Total: 100 percentage points for max grade points

(YOU MUST POST ON AT LEAST TWO SEPARATE DAYS)

Homework Grading Criteria:

Thoroughly answered all of the questions: 60 points possible

Spelling/Grammar at the college level: 20 points possible

References to course material: 20 points possible

Total: 100 percentage points for max grade points

Report Grading Criteria:

Organization: 20 points possible:20

Flow/Readability: 20 points possible:20

Content/Knowledge: 20 points possible:20

Bibliography/References: 5 points possible:5

Comments: When using professional sources in writing your replies, there needs be either in-text citations and a reference of your sources.

Followed Guidelines/format: 20 points possible:20

Grammar/Spelling/Structure: 15 points possible:15

Total: 100 percentage points = 50 grade 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.

 

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:

Ten points per week will be deducted for late work (The points will be deducted from your overall score). Note: Late work is defined as work submitted beyond Sunday evening, 12:00 AM, MST.

Classroom Rules of Conduct:

Preferred Contact Method: You may contact me via email or by 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 48 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.

Extra Credit: The secret to success in a course is to do your assignments properly and to post them on time. Extra credit is something wherein a student tries to make up in quantity what was lacking in quality. Therefore, I do not offer nor accept “extra credit” or make up assignments.

TECHNOLOGY ISSUES: We all have technology difficulties at one time or another. You need to make sure that you have a back-up plan in case of disaster, because you are still expected to fulfill your DeVry responsibilities. Remember that you have alternatives; I have used computers in libraries, Kinko’s, friends’ homes, etc. Your work cannot come to a standstill because of a computer malfunction.

Course Topic/Dates/Assignments:

Course Topic/Dates/Assignments:
The following is an abbreviated schedule. I am available to assist you at each step along the way. Just send me an email or give me a call at the number in the upper left hand corner of this syllabus.

Week 1: Marketing's Role Within The Global Economy, Firm, and Nonprofit Organization

Readings: Text: Read Chapters 1 and 2

Lecture Notes/PPT Overviews for week 1

On-Line Discussion Assignment: Read McDonald's "Seniors" Restaurant, page 680, and post to the Discussion Area, your response to the questions at the end of the case. 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 Introduction thread

Homework: Homework: Answer any one question at the end of chapter one and two, and the internet exercise on page 10 and page 46.

NOTE: Complete your activity and submit it to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 1: Homework. If needed, click on the Help button above for more information on Course Tools/Using the Dropbox. All assignments are due by Sunday, midnight, your time.  

 

Week 2: Finding and Evaluating Target Market Opportunities with Market Segmentation

Synopsis of the Topics for the Week: You will probably want to begin your research for report #1. If you have any questions or need assistance, please E-Mail or call me. Discussion topics in the Lecture Area include: finding attractive market opportunities, how to use market segmentation, the competitive, economic, technical, political, legal, cultural, and social environments, etc.  

 

Readings: Text: Read Chapters 3 and 4  

 

Lecture for week 2  

 

Online Discussion Assignment: Read Sleepy Inn Motel, page 682, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.  

 

Homework: Answer any one question at the end of each chapter assigned for week 2; the internet exercises on page 80 and page 107, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 2: Homework.  

 

Week 3: Demographic and Behavioral Dimensions of Global Consumer Markets

Synopsis of the Topics for the Week: Discussion topics in the Reading Folder include: demographic dimensions, population trends in the U.S., and the contribution of behavioral sciences to the understanding of consumer behavior.  

 

Readings: Text: Read Chapters 5 and 6  

 

Lecture for week 3

Online Discussion Assignment: Read Fulton's Ice Land, page 684, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.  

 

Report #1: Report #1 (See the Report 1 Folder for details) is due the end of this week. It summarizes your search of the web pages of various companies. You are to select one company, and report on their Product offerings and Promotional strategies. This may require you to E-Mail that company to obtain additional information. The report should be no longer than 1200 words (about 3 pages). You will need to submit it to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 3: Report 1.  

 

Homework: Answer any one question at the end of each chapter assigned for week 3; the internet exercises on page 132 and page 163 (What is your VALS profile?), and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 3: Homework.  

 

Week 4: Business and Organizational Customers and Their Buying Behavior And Improving Decisions With Marketing Information

Readings:

Text: Read Chapters 7 and 8

Lecture Notes/PPT Overviews for week 4

On-Line Discussion Assignment: None for this week.

Homework: Homework: Answer any one question each at the end of chapter seven and chapter eight, and the internet exercises on page 187 and page 218. All assignments are due by Sunday, midnight, your time.

NOTE: Complete your activity and submit it to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 4: Homework. If needed, click on the Help button above for more information on Course Tools/Using the Dropbox.  

 

Exam #1: Check the Exam Folder under Week 4 for the exam. After completing it, please submit it to the Dropbox -- Week 4: Exam 1.

Week 5: Elements of Product Planning and Product Management

Readings: Text: Read Chapters 9 and 10

Lecture Notes/PPT Overviews for week 5

On-Line Discussion Assignment: On-Line Discussion Assignment: Read Healthy Water, Inc, page 690, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

Homework: Homework: Answer any one question each at the end of chapter nine and chapter ten, and the internet exercises on page 253 and page 276. All assignments are due by Sunday, midnight, your time.

NOTE: Complete your activity and submit it to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 5: Homework. If needed, click on the Help button above for more information on Course Tools/Using the Dropbox.  

 

Week 6: Place and Development of Channel Systems, and Retailers, Wholesalers, and Their Strategy Planning

Readings: Text: Read Chapters 11 and 13

Lecture Notes/PPT Overviews for week 6

On-Line Discussion Assignment: Online Discussion Assignment: Read Digital Depot, page 688, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

Homework: Homework: Answer any one question each at the end of chapter eleven and chapter thirteen, and the internet exercises on page 300 and page 349. All assignments are due by Sunday, midnight, your time.

NOTE: Complete your activity and submit it to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 6: Homework. If needed, click on the Help button above for more information on Course Tools/Using the Dropbox.  

 

Week 7: Promotion and Personal Selling

Readings: Text: Read Chapters 14 and 15

Lecture Notes/PPT Overviews for week 7

On-Line Discussion Assignment: None.

Homework: Homework: Answer any one question each at the end of chapter fourteen and chapter fifteen, and the internet exercises on page 380 and page 412. All assignments are due by Sunday, midnight, your time.

NOTE: Complete your activity and submit it to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 7: Homework. If needed, click on the Help button above for more information on Course Tools/Using the Dropbox.  

 

Week 8: Advertising, Sales Promotion, and Price Setting

Readings: Text: Read Chapters 16 and 17

Lecture Notes/PPT Overviews for week 8

On-Line Discussion Assignment: Online Discussion Assignment: Read Valley Furniture page 699, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

Homework: Homework: Answer any one question each at the end of chapter sixteen and chapter seventeen, and the internet exercises on page 436 and page 472. All assignments are due by Sunday, midnight, your time.

NOTE: Complete your activity and submit it to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 8: Homework. If needed, click on the Help button above for more information on Course Tools/Using the Dropbox.  

 

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. A proctor information form will be provided. 

The comprehensive final exam will be a case study that is designed to gauge your knowledge of the core outcomes of the class. This course is part of the University-wide assessment evaluation, and all sections will receive the same case for analysis. This will be a closed book, closed note examination held during the designated final exam slot for this section."

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 .



Rubric

CompetencyExceeds Expectation (3)Meets Expectation (2)Does Not Meet Expectation (1)No Evidence (0)
Evaluation                                                                                                                                                                                                                                                 
Outcomes
2,5, 6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               
The student's case analysis demonstrates the student's ability to analyze six or more alternative solutions.  The student will choose what they consider best alternative for solving the case and show how to implement their one best alternative. The student's case analysis demonstrates the student's ability to analyze four or five alternative solutions that will solve the case.  The student will pick their best alternative for solving the case. The case analysis demonstrates the student's ability to analyze two or three alternative solutions.  The student will pick an alternative for solving the case. The case analysis does not show the student's ability to analyze alternative solutions. 
Synthesis                                                                                                                                                                                                                                                  
Outcomes
1,2,3                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                
The student's case analysis demonstrates the student's ability to synthesize information from the case and from at least six other professional sources. The student's case analysis demonstrates his/her ability to synthesize information from the case and from four or five professional sources. The case analysis demonstrates the student's ability to synthesize information from the case and from three professional sources. The case analysis fails to demonstrate the student's ability to synthesize information from the case. 
Analysis                                                                                                                                                                                                                                                   
Outcomes
1,2,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                
The student's case analysis demonstrates the student's ability to identify and analyze six or more alternative solutions that could potentially solve the case. The case analysis demonstrates the student's ability to identify and analyze four or five alternative solutions that could solve the case. The case analysis demonstrates the student's ability to identify and analyze two or three alternative solutions.  The student will pick an alternative for solving the case. The student's case analysis does not analyze alternative solutions and just retells the details of the case. 
Application                                                                                                                                                                                                                                                
Outcomes
1,2,3,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
The case analysis demonstrates the student's ability to apply marketing principles. The case analysis demonstrates the student's ability to apply marketing principles in a basic way. The case analysis shows the student's ability to apply a few marketing principles. The case analysis not show the student's ability to apply the marketing terms. 
Content of Communication                                                                                                                                                                                                                                   
Outcomes
1,2,3,4                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
Correctly demonstrates a comprehensive understanding of marketing terminology. The student demonstrates a basic understanding of marketing terminology.  One or two errors in terminology are acceptable. The student often demonstrates a basic understanding of marketing terminology.  Three or four errors are noted. The student does not show a basic understanding of the terminology of marketing.  Five or more errors are noted. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
3,4,5,6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
The case analysis shows excellent knowledge of marketing and includes four or more examples of correct marketing terminology. The case analysis shows good knowledge of marketing and includes three examples of correct marketing terminology. The case analysis shows basic knowledge of marketing and includes two examples of correct marketing terminology. The case analysis does not show basic knowledge of marketing and includes one or fewer examples of correct marketing terminology. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
1,2                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  
The case analysis shows excellent knowledge of the marketing management functions and the marketing mix. The case analysis shows good knowledge of the marketing functions and the marketing mix. The case analysis shows basic knowledge of the marketing functions and the marketing mix. The case analysis does not show basic knowledge of the marketing functions and the marketing mix. 

Copyright:

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

Last Updated:3/2/2007 10:41:04 AM