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MK 491 Seminar in Marketing
Ford, Paul


Mission Statement: The mission of Park University, an entrepreneurial institution of learning, is to provide access to academic excellence, which will prepare learners to think critically, communicate effectively and engage in lifelong learning while serving a global community.

Vision Statement: Park University will be a renowned international leader in providing innovative educational opportunities for learners within the global society.

Course

MK 491 Seminar in Marketing

Semester

S2T 2008 DL

Faculty

Ford, Paul

Title

Senior Instructor

Degrees/Certificates

BSME/MBA

Office Location

Searcy, Arkansas

Office Hours

8:00 AM -- 10:00 PM, CST

Daytime Phone

Cell: (501) 472-7930

Other Phone

Home: (501) 305-3630

E-Mail

Paul.Ford@park.edu

pford1@entergy.com

Semester Dates

3/17/08 -- 5/11/08

Class Days

On-line course

Class Time

On-line course

Prerequisites

Prerequisite: Twelve hours of marketing or instructor approval.

Credit Hours

3


Textbook:
Strategic Marketing, 8th ed., by Cravens and Piercy, ISBN-13 9780072966343

Textbooks can be purchased through the MBS bookstore

Additional Resources:

  • A copy of a principles of marketing and principles of management text would be helpful.
  •  Supplementary reading in Marketing and Management periodicals, Internet sites, and other publications as assigned.
  • Harvard Business Review; the Academy of Management Review; Management Journals; Management Magazines; Wall Street Journal, Business Week, Forbes, Fortune, Current Newspapers, Web Articles, Professional Publications.
  •  Go to Park's excellent on-line library resources as well as your local library/information assets.

McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.
Career Counseling - The Career Development Center (CDC) provides services for all stages of career development.  The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.
Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email helpdesk@park.edu or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.
Advising - Park University would like to assist you in achieving your educational goals. Please contact your Campus Center for advising or enrollment adjustment information.
Online Classroom Technical Support - For technical assistance with the Online classroom, email helpdesk@parkonline.org or call the helpdesk at 866-301-PARK (7275). To see the technical requirements for Online courses, please visit the http://parkonline.org website, and click on the "Technical Requirements" link, and click on "BROWSER Test" to see if your system is ready.
FAQ's for Online Students - You might find the answer to your questions here.


Course Description:
Intensive studies of selected current issues in marketing through seminars, workshops, and forums. Prerequisite: Twelve hours of marketing or instructor approval. 3:0:3

Educational Philosophy:

This course, like your entire education, is all about you and your own personal growth. The growth of people—you and me, the students of marketing—represents the essence of this course. It is my hope that accompanying your development of an understanding of marketing strategy, you will come to discover that a significant part of your role as a potential marketing executive should be directed toward the development and implementation of well articulated stratetic planning.

My role: It will be my role to guide your reading, to provide you with an occasion to think and explore the concept of marketing strategy.  

Your role: Be curious; be inquisitive; take your education seriously; open yourself up to new information and ideas; think about what it is that you are hearing and reading.

 Our lives are filled with continuous contact with people who are in positions of managing others. We are continually experiencing the consequences of the acts of marketing leadership; some of these may be rewarding and constructive; some may be frustrating and dysfunctional. Regardless of the end of the continuum that they represent, they provide us with an opportunity to learn, observe, experience, think about, analyze, and learn. 

  Instructor Learning Outcomes

  1. Explain the relationship between customer value and a company's distinctive capabilities
  2. Discuss the role of organizational capabilities in corporate strategy
  3. Summarize the important issues that should be considered in defining the product-market for a new product
  4. Examine the marketing strategy advantages in using demographic characteristics to break out product markets into segments
  5. Review how an organization's marketing information skills and resourses contribute to its distinctive capabilities
  6. State the factors that are important to select a target market
  7. Compare and Contrast vertical and horizontal strategic relationships between independent companies
  8. Identify and discuss the important issues in deciding how to organize for new product planning
  9. Explain the underlying logic of managing brand systems
  10. Discuss the advantages and limitations of the use of multiple channels of distribution by a manufacture
  11. Summarize the role of price in marketing strategy for a particular product
  12. Examine the conditions under which a firm's promotion strategy is more likely to be advertising/sales promotion-driven rather than personal selling-driven
  13. Discuss the questions you would want answered if you were trying to evaluate the effectiveness of a business unit sale's force strategy
Class Assessment:
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 and lecture concepts that you apply to the homework questions, case discussions, and report.
  • Depth (D): Refers to the degree you provide "detailed" analyses to the homework questions, case discussions, and report.
  • Application/Synthesis (A): Refers to the chapter and lecture concepts and higher order thinking you "apply" to your homework questions, case discussions, and report. You can accomplish this by referencing page numbers, concepts, 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)

Homework Point Deductions

  • B1 or D1 or A1  =  1 point deduction
  • B2 or D2 or A2  =  2 point deduction
  • B3 or D3 or A3  =  3 point deduction
  • B1/A1, etc. = 2 point deduction
  • B1/A2, etc. = 3 point deduction
  • B1/A3, etc. = 4 point deduction
  • B2/A2, etc. = 4 point deduction
  • Etc.

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
  • Etc.

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: Five 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. Failure to do so will result in a loss of five points for each case you post in the Discussion Area.

Grading:
Assignment / % of Grade / Due Date:
Homework / 16% (8 @ 20 points = 160 points) / See course schedule 
Report / 11% (1@ 110 points) / Week 7  - See course schedule
Case Conferencing (Six mini cases) /  24% (6 @ 40 points = 240 points) - See course schedule
Midterm Exam / 15% (1 @ 150 points) / Week 4
Final / 30% (1 @ 300 points) / Week 8
Class Participation / 4% / (Throughout the term - 40 points)  

Course Grading Scale: A = 90-100% (900-1000 points);  B = 80-89%  ( 800-899 points);  C = 70-79%  ( 700-799 points);  D = 60-69%  ( 600-699 points;  F = < 60%   ( < 600 points)

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

Classroom Rules of Conduct:

Standard rules of online courtesy apply.  
 
Please be sure your response to your fellow students is well thought out, applicable to the topic, and positive.

Course Topic/Dates/Assignments:
Week 1: Market Driven Strategy

Readings: * Text: Read Chapter 1 * Lecture Notes/PPT Overview for week 1

On-Line Conference Assignment: Read Nokia Corp, page 54, and post to the Discussion Area your responses to the case questions. You may provide any other comments you wish, and do not forget to respond to the postings of others. Also, please post your E-mail address, along with a brief work and/or educational background to the thread titled, "Introductions".

Homework: Please answer the following questions located on page 18 of your text: Internet Applications -- A; Questions for Review and Discussion -- 2 and 12.  Each week, you will have three questions/chapter. · Other: You will be assigned to a support team. See the Doc Sharing Area and the link titled "Support Teams" for additional information


Week 2: Business and Marketing Strategies/Market Vision, Structure, and Analysis

Readings: * Text: Read Chapters 2 and 3 * Lecture Notes/PPT Overview for week 2 ·

On-Line Conference Assignment: Read the Wi-Fi Case, page 148, and post to the Discussion Area your responses to the case questions. You may provide any other comments you wish. ·

Homework: Please answer the following questions located on page 43 of your text: Internet Applications -- B; Questions for Review and Discussion -- 5 and 8; and on page 92 -- Internet Applications -- A; Questions for Review and Discussion -- 1 and 9. Note: Each week, you will have three questions/chapter. · Other: Get with your support team members to solve the crossword puzzle that will be posted in the Discussion Area this week. Also, it is time to complete your electronic proctor form.


Week 3: Segmenting Markets/Continuous Learning About Markets

Readings: * Text: Read Chapters 4 and 5 * Lecture Notes/PPT Overview for week 3

On-Line Conference Assignment: Read Nike, Inc., page 153, and post to the Discussion Area, your responses to the case questions. You may provide any other comments you wish, and do not forget to respond to the postings of others. · Paper: You may want to begin the research for your paper that is due the end of the seventh week. Detailed instructions can be found in the "Doc Sharing Area".

Homework: Please answer the following questions located on page 122 of your text: Internet Applications -- B; Questions for Review and Discussion -- 4 and 7; and on page 146 -- Internet Applications -- A; Questions for Review and Discussion -- 1 and 11. Note: Each week, you will have three questions/chapter. · Other: It is time to complete your electronic proctor form.

Week 4: Market Targeting and Strategic Positioning

Readings: * Text: Read Chapter 6 * Lecture Notes/PPT Overview for week 4

On-Line Conference Assignment: None for this week.

Homework: Please answer the following questions located on page 186 of your text: Internet Applications -- D; Questions for Review and Discussion -- 7 and 12.

Exam #1: Exam #1 is contained in the Doc Sharing folder (Detailed instructions are in the Discussion folder under Exam #1). You will need to submit your responses to the Dropbox by the end of the week. · Other: It is time to complete your electronic proctor form. You will have until the end of the fifth week.


Week 5: Relationship strategies/Planning for New Products

Readings: * Text: Read Chapters 7 and 8 * Lecture Notes/PPT Overview for week 5

On-Line Conference Assignment: Read McDonalds, page 253, and post to the Discussion Area, your responses to the case questions. You may provide any other comments you wish (Remember to respond to the postings of others).

Homework: Please answer the following questions located on page 212 of your text: Internet Applications -- B; Questions for Review and Discussion -- 3 and 9; and on page 246 -- Internet Applications -- A; Questions for Review and Discussion -- 4 and 10.


Week 6: Strategic Brand Management/Managing Value-Chain Relationships

Readings: * Text: Read Chapters 9 and 10 * Lecture Notes/PPT Overview for week 6

On-Line Conference Assignment: Read Starbucks, Inc, page 380, and post to the Discussion Area, your responses to the case questions.

Homework: Answer the following questions located on page 289 of your text: Internet Applications -- B; Questions for Review and Discussion -- 3 and 6; and on page 314 -- Internet Applications -- A; Questions for Review and Discussion -- 4 and 10 ·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: Pricing Strategy/Promotion, Sales and Advertising Strategies

Readings: * Text: Read Chapters 11 and 12 * Lecture Notes/PPT Overview for week 7

On-Line Conference Assignment: Read Dell, Inc, page 388, and post to the Discussion Area, your responses to the case questions.

Paper: Your paper is due the end of this week. It will consist of a search of the web pages of various companies. Select one company and report on their product, pricing, promotional, and distribution strategies as you perceive them (Note: I provided a detailed outline for your report in the Administrative Information area). This may require you to E-Mail your selected company to obtain additional information. 

Homework: Please answer the following questions located on page 336 of your text: Internet Applications -- D; Questions for Review and Discussion -- 2 and 7; and on page 358 -- Internet Applications -- C; Questions for Review and Discussion -- 2 and 9.


Week 8: Sales Force, Internet, and Direct Marketing Strategies

Readings: * Text: Read Chapters 13 * Lecture Notes/PPT Overview for week 8 ·

On-Line Conference Assignment: None

Homework: Answer the following questions located on page 378 of your text: Internet Applications -- B; Questions for Review and Discussion -- 5 and 8.

Exam #2: The second and final exam must be taken in person before Friday of the this week at one of the Park University sites around the country or at an alternative location approved by the University where Park University sites are not available. It will be the responsibility of the student to arrange for a proctor who will be accepted and approved by the instructor. Park University site administrators or adjunct faculty are preferred, but K-12 school officials or senior personnel at the place of employment are usually acceptable. For the proctored examination, photo identification is required.  

 

Academic Honesty:
Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life.   Park University 2007-2008 Undergraduate Catalog Page 85-86

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

Last Updated:3/1/2008 12:53:28 PM