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MK 351 Principles of Marketing
Davis, Consondra


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 DLE

Faculty

Davis, Consondra

Title

Adjunct Faculty

Degrees/Certificates

MBA, Management
BBA, Marketing

Office Location

Texas

Office Hours

Mon-Thursday 7p.m.-9p.m.

Daytime Phone

210-392-1174

E-Mail

Consondra.Davis@pirate.park.edu

Semester Dates

March 19th-May 13th

Class Days

TBA

Class Time

TBA

Credit Hours

3


Textbook:

Basic Marketing: A Global-Managerial Approach, 16 ed., by Perreault and McCarthy

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

Educational Philosophy:


My educational philosophy is based on interactive lectures, readings, quizzes, dialogue, videos, and writing. I will engage each learner using critical thinking skills that will encourage and develop professionally and personally.

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:

 

The grading of all work is based up on the 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 grade book each week.  You will also be able to see my feedback/comments on your submissions. You can use the feedback to improve your work each week.   

Scoring of Assignments

We use a variety of assignments in this class to help you learn the fundamental of marketing:  case studies, discussion, reports, etc.  All this will help you see Marketing in real life.

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.  Basically bring the class alive and show of what you learned!

All should apply the concepts covered during the week and any additional thoughts you may have.  I am looking to see that you can apply the information and show me what you have learned.  Remember-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!

Case Conferencing:  270 possible points Students will earn points for each week based on the following criteria.

45 points possible for each week.  Students will earn points as follows:

20 points for submitting answers to the case-posted to the Discussion Area.  For your initial case answer, keep the following in mind since it is the criteria for earning your point…Did you apply the concepts from class in your answers?  Did you use your own words instead of rewriting the text? Is your answer more than a few sentences so you can best explain and illustrate your thoughts? Due by Day 7of each week

25 points will be earned based on the following rubric.  Due by midnight of Day 7 of each week. 
 
 

 

 

Timely contributions

 

 

Excellent

25 pts

Average

20-15 pts

Below Avg

     10 pt

None

0 pts

 

5 contributions

well distributed

throughout wk

 

3-5 contributions

somewhat distributed

throughout wk

 

 

1-5 contributions

not distributed

throughout wk

 

 

no contributions or

only posted case answer

 

Quality of

Contribution

& Demonstration

of Knowledge

Clearly understands concepts and incorporates them in discussion

 

Always advances discussion

 

Always includes examples and real life applications

 

 

Understands concepts and incorporates them in discussion

 

Often/sometimes advances discussion

 

Often/sometimes includes examples and real life applications

 

Not evident concepts are understood and are not incorporated in discussion

 

Responses are copied, have little to do with concepts and doesn’t advance discussion

 

Examples and real life applications are not included

 

 

 

 

NA

Point breakdown

When calculating your weekly score, there are a number of possibilities in coming up with a final score. Of the 4 points available each week for timeliness and quality, half are for timeliness of the contributions and half are for the quality of the contributions. i.e.-Excellent would be 2 pts for timeliness and 2 for quality.  Below Average would be .5 for timeliness and .5 for quality.  So what does that mean?  Perhaps you sent 5 excellent contributions(notes) on only one day or sent 1 note a day all week, but they just said, “great answer” or were below average in nature.  In those cases, you would earn partial points in each category.  For the previous examples both people would earn 2.5 pts for the week.  With the first one, you would earn 2 pts for great quality and a .5 for the timeliness.  The second one would earn 2 pts for timeliness and .5 for the quality.  The Average classification would work the same way and that point spread allows for a range of contributions and we all improve our discussion skills. The contributions closer to excellent will be receiving the higher score. 
 

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: Note:  All work will be graded with respect to breadth, depth, and application of the course concepts used in your responses

Assignment

Points

Due Date

Homework (2 questions/chapter)

160/16%

Each Week

Report #1 (See Course Requirements)

 100/10%

Week 3

 

 

 

Case Conferencing (Six mini cases)

270/27%

Weeks 1, 2, 3, 5, 6, and 8

Exam 1 (To be E-Mailed)

120/12%

Week 4

Exam 2-Case Study (To be E-Mailed and Proctored)

240/24%

Week 8

Class Participation/Extra Credit

110/10%

Continually

 

Course Grading Scale:

A =

 1000 -  910 points

 

B =

   909 -  829 points

 

C = 

   828 -  748 points 

 

D =

   747 -  690 points 

 

F =

   < 689 points

 

 

 

 

 

 

 

Submission of Late Work: Ten points 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, your time. Work that is more than three days late will not be accepted.

Proctored final examinationThe comprehensive final exam is closed book/closed notes.  The comprehensive final exam will be a case study that is designed to gauge your knowledge of the core outcomes of the class. This case is part of the University-wide assessment evaluation, and all sections will receive the same case for analysis.  The comprehensive final exam for this course must be passed with a grade of at least 60% in order to pass the course regardless of the students overall average in the course.  The computerized examination will be taken in a proctored testing environment during the 8th (or 16th) week at one of the Park University sites around the country or at an alternative location.  All students that are within a 1-hour drive of a Park University Campus Center must take their exams at the Park University location.  For proctored examinations, photo identification is required at the time of the test.  Guidelines for selecting an acceptable proctor can be found on the Park University Website. 

Other Information on proctored exams:

  • It will be the responsibility of the student to arrange for a proctor, by the 6th week of the term, who is accepted and approved by the course instructor. 
  • Approval of proctors is the discretion of the Online instructor. 
  • A proctor request form will be made available to you during the first week of class so that you can send your requested proctor to your instructor for approval. 
  • Failure to take a final proctored exam (or submit your final project for some online graduate courses) will result in an automatic "F" grade. 
Some Graduate Online courses may not require a proctored Final Examination.

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: Ten points 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, your time. Work that is more than one week late will not be accepted.

Course Topic/Dates/Assignments:

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 676, 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: Answer any one question at the end of each chapter assigned for week 1, and the internet exercises on page 10 and on page 46, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 1: Homework  

 

 

 

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

 

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  

 

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 for week 4
· Online Discussion Assignment: None for this week.  

 

· Homework: Answer any one question at the end of each chapter assigned for week 4; the internet exercises on page 187 and page 218, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 4: Homework  

 

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

 

Week 5: Elements of Product Planning and Product Management  

 

Readings:  

 

  • Text: Read Chapters 9 and 10
  • Lecture for week 5
· 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: Answer any one question at the end of each chapter assigned for week 5; the internet exercises on page 253 and page 276, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 5: Activities  

 

 

 

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

 

Readings:  

 

  • Text: Read Chapters 11 and 13
  • Lecture for week 6
· 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: Answer any one question at the end of each chapter assigned for week 6; the internet exercises on page 300 and page 349, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 6: Activities  

 

·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.  

 

Week 7: Promotion and Personal Selling  

 

· Readings:  

 

  • Text: Read Chapters 14 and 15
  • Lecture for week 7
· Online Discussion Assignment: None.  

 

· Case Analysis: Your case analysis is due the end of this week. The case along with detailed instructions can be found in the Doc Sharing Area. 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 7: Case Analysis.  

 

· Homework: Answer any one question at the end of each chapter assigned for week 7; the internet exercises on page 380 and page 412, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 7: Activities.  

 

 

 

Week 8: Advertising, Sales Promotion, and Price Setting  

 

· Readings:  

 

  • Text: Read Chapters 16 and 17
  • Lecture for week 8
· 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: Answer any one question at the end of each chapter assigned for week 8; the internet exercises on page 436 and page 472, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 8: Activities  

 

· Exam #2: 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. 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.  

 

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. 

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Last Updated:3/8/2007 7:36:01 PM