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MK 411 Marketing Management
Siu, Alfred C.


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

F2T 2007 DL

Faculty

Siu, Alfred C.

Title

Adjunct Faculty

Degrees/Certificates

Doctor of Business Administration
Master of International Management
Bachelor of Commerce

Office Location

San Leandro, California

Office Hours

Daily 3:00 PM to 4:00 PM Pacific Time

Daytime Phone

(510) 895-8086

Other Phone

(510) 599-8086

E-Mail

Alfred.Siu@park.edu

alfsiu@pacbell.net

Semester Dates

10/22/2007 to 12/16/2007

Class Days

Online

Class Time

Online

Prerequisites

MKT351

Credit Hours

3


Textbook:
Marketing Management, 7th ed., by J. Paul Peter and James H. Donnelly. A CD titled, "Marketing" by Berkowitz and Rudelius, is packaged with your text. Both of these come packaged with a special ISBN number of 007-388356-5

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.
Park University Online Bookstore - Select "Online Learning- Graduate," or "Online Learning - Undergraduate," and then click on the appropriate course code (ex. AC 201, PA 501) to see the list of required and optional texts for each course that you are enrolled in.   Advising - Park University would like to assist you in achieving your educational goals. Your
Campus Center Administrator can provide advising to you, please contact them for assistance.  If you need contact information for your Campus Center, click here.
 
Online Tutoring Services - Park University has arranged for Online students to receive five hours of free access to Online tutoring and academic support through Smarthinking. If you would like Online tutoring, please contact me to receive their recommendation and information on how to access the Online tutoring. 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.
 
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:  click on the "Technical Requirements" link, and click on "BROWSER Test" to see if your system is ready. Park Helpdesk - If you have forgotten your User ID or Password, or if you need assistance with your PirateMail account, please email helpdesk@park.edu or call 800-927-3024.

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.

Educational Philosophy:

The basic goal of this course is to provide you with a solid foundation for applying the concepts and theories learned in other marketing courses. This online class will provide you with a mix of critical analysis, application, various factors that influence marketing management, and the key components of a marketing plan.
 
The course should help you to develop insight about management decisions related to product, price, promotion, and place to meet the needs of a target market, and the other key elements of the marketing management process. These 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, another goal of the course is to provide you with an environment that will reward your own intellectual effort. Each week, we will focus on marketing issues, planning, etc., encountered by the marketing professional through our on-line conferencing discussions; these issues are reinforced and expanded in readings in our text, Marketing Management by J. Paul Peter and James H. Donnelly, 7th edition.
 
We will also utilize a CD that is packaged with the text, "Marketing" by Berkowitz and Rudelius. This resource will provide you with an easy, step by step process to follow as you develop your marketing plan.

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.


  Instructor Learning Outcomes
  1. Know how to prepare a marketing plan
  2. Understand the strategic marketing planning process
  3. Be familiar with the marketing management process
  4. Know the role of marketing research and understand the marketing research process
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:

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  
 
Grading System: 
Marketing Plan                                 350 See Course Requirements
 
Case Conferencing (Six cases)          240  See Course Requirements
 
Exam 1 (To be E-Mailed)                 150  
 
Week 4   Exam 2 (To be E-Mailed)  200  
 
Week 8   Class Participation              60  Continually.
 
Total Score                                        1000
 

The final exam will count at least 20% of the grade, and will be closed book/closed note proctored Exam.

 

 

 

Grading:

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. For purposes of this course, the following definitions will apply to each of these terms: Breadth (B): Refers to the "number" of chapter, lecture, and CD marketing plan concepts that you apply to the marketing plan homework and conference postings.
 
Depth (D): Refers to the degree you provide "detailed" analyses to the marketing plan homework and conference postings.
 
Application/Synthesis (A): Refers to the chapter, lecture, CD marketing plan concepts, and higher order thinking you "apply" to your marketing plan homework and conference postings.
 
You can accomplish this by referencing page numbers, concepts such as market segmentation, etc. and utilizing higher order thinking. Each time you submit work, I will respond (In the comment section) to the work you submit with either a B, D, A, or combination thereof. For example, if you need additional Depth and Application as they relate to your work, I will provide the following comment:
 
Areas for additional focus: D1/A2.  Note:  A number (1, 2, or 3) by the letter indicates the degree to which additional focus is needed.  For example, D1, indicates a small amount of additional depth is needed, a D2  indicates a moderate amount is needed, while a D3 indicates a substantial amount is needed.  
 
In terms of relating the above to point deductions, the following can be used as a guideline (Actual point deductions may vary somewhat) Marketing Plan and Case Point Deductions B1 or D1 or A1  =  2 point deduction B2 or D2 or A2  =  4 point deduction B3 or D3 or A3  =  6 point deduction B1/A1, etc. = 4 point deduction B1/A2, etc. = 6 point deduction B1/A3, etc. = 8 point deduction B2/A2, etc. = 8 point deduction B2/A3, etc. = 10 point deduction B3/A3, etc. = 12 point deduction B1/A1/D1, etc. = 6 point deduction B1/A2/D1, etc. = 8 point deduction B1/A2/D2, etc. = 10 point deduction B1/A3/D3, etc. = 14 point deduction B2/A2/D2, etc. = 12 point deduction Etc. I will submit "summary" grades via email to you after the first two weeks, after the next three weeks, and then after the final three weeks. You are more than welcome to contact me any time you wish to discuss your grades-to-date. Also, your participation grade will be determined by your positive responses to the case postings of others and your timeliness in terms of submitting your work, etc.
 
Note: Ten point penalty for late work IMPORTANT!! Your grade for each case posting will be determined not only by the "B-D-A" of your postings, but also by your positive responses to the postings of your team members. Please respond to at least one posting of another student for each case analysis. See below for grading with respect to participation. Participation Grades Participation grades will be assigned during the weeks we have discussion cases.  There are a maximum of ten points available each of these weeks and points will be determined by the above process (Breadth, Depth, and Analysis of your responses to fellow students' postings).    -------------------------------------------------------------------------------- Course Requirements Marketing Plan: Your text contains a CD titled, Marketing, by Berkowitz and Rudelius.
 
A file on the CD contains an excellent marketing plan builder support tool developed by KMT Software, Inc., titled, Office Ready Marketing Plans. 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 253 of the text. The cases are relatively short and you can begin your "conference discussion" by posting your answers to the questions I will post to the forum. 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 emailed to you, 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 exams will cover the same text material. However, not all exams will be identical. The exams will cover subjective and objective elements (Discussion and multiple choice), and are 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 emailed the fourth week and the second exam must be taken as described above by the end of the eighth week. This final exam will count at least 20% of the grade, and will be closed book/closed note; the student must score 60% of better on the final to pass the classReading 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. If you wish to call me, I can be reached at 501.472.7930. I will return all calls and E-mails as quickly as possible. 

The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.

All final exams in all School of Business and Management courses will be comprehensive and will be closed book and closed notes. They will constitute 30% of the total course grade and will not be a take-home exam. They will be completed during the test week in the period designated by the registrar or by the Proctor in the case online courses. 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 Dean of the School of Business and Management.

Late Submission of Course Materials:
Submission of Late Work: Late work will receive a ten point penalty per day.

Course Topic/Dates/Assignments:

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, "Claritas Inc." ·On-Line Conference Case Assignment: Read Claritas, Inc., page 281, 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 KMT marketing plan template contained in your text CD. Additional directions and guidance are provided in the Conference Forum under, Marketing Plan. ·On-Line Conference Case Assignment: Read Starbucks, page 294, 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 on pages five and six of the KMT marketing plan template on your CD, 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 KMT marketing plan template contained in your text CD. ·On-Line Conference Case Assignment: Read Harley-Davidson.com and the Global Motorcycle Industry page 406, 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 as described on pages six through twelve of the KMT marketing plan template on your CD, 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 KMT marketing plan template contained in your text CD. ·On-Line Conference Case Assignment: None for this week. ·Marketing Plan: Prepare the Market-Product Focus section of your marketing plan as described on pages thirteen and fourteen of the KMT marketing plan template on your CD, 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, "Little Caesars" Marketing Plan: Complete the Marketing Program section of the KMT marketing plan template contained in your text CD. ·On-Line Conference Case Assignment: Read Little Caesars, page 524, 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 as described on pages fourteen through twenty-one of the KMT marketing plan template on your CD, 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 KMT marketing plan template contained in your text CD. ·On-Line Conference Case Assignment: Read Caterpillar, Inc., page 651, 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 as described on pages twenty-three through twenty-five of the KMT marketing plan template on your CD, 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, "KFC and the Fast Food Industry" Marketing Plan: Complete the Implementation section of the KMT marketing plan template contained in your text CD. ·On-Line Conference Case Assignment: Read KFC and the Fast Food Industry, page 722, 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 as described on pages twenty-five through twenty-six of the KMT marketing plan template on your CD, 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 KMT marketing plan template contained in your text CD. ·On-Line Conference Assignment: Review al previous postings for completeness ·Marketing Plan: Prepare the Evaluation and Control and Executive Summary sections of your marketing plan as described on pages twenty-seven and twenty-eight, and page four of the KMT marketing plan template on your CD, 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 2007-2008 Undergraduate Catalog Page 85-86
Definitions

Academic dishonesty includes committing or the attempt to commit cheating, plagiarism, falsifying academic records, and other acts intentionally designed to provide unfair advantage to the students.

Cheating includes, but is not limited to, intentionally giving or receiving unauthorized aid or notes on examinations, papers, laboratory reports, exercises, projects, or class assignments which are intended to be individually completed.  Cheating also includes the unauthorized copying of tests or any other deceit or fraud related to the student's academic conduct.
Plagiarism involves the use of quotation 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 assignments (any portion of such) prepared by another person, or incorrect paraphrasing.
Falsifying academic records includes, but is not limited to, altering grades or other academic records.
Other acts that constitute academic dishonesty include:
Stealing, manipulating, or interfering with an academic work of another student or faculty member.
Collusion with other students on work to be completed by one student.
Lying to or deceiving a faculty member.
Procedure

In the event of alleged academic dishonesty, an Academic Dishonesty Incident Report will be submitted to an Online Academic Director who will then investigate the charge.  Students who engage in academic dishonesty are subject to a range of disciplinary actions, from a failing grade on the assignment or activity in question to expulsion from Park University.  Park University's academic honesty policy and related procedures can be found in full in the Park University Undergraduate and Graduate Catalogs.

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 2007-2008 Undergraduate Catalog Page 85

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.
  3. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  4. 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 "F".
  5. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  6. 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.
  7. 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 2007-2008 Undergraduate Catalog Page 87-88

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:9/21/2007 4:25:32 PM