MK411 Marketing Management

for F2J 2007

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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.


MK 411 Marketing Management


F2J 2007 DN


Reynolds, David K.


Senior Adjunct Instructor


M.A. Degree in Marketing

Office Hours

By Arrangement

Daytime Phone



Semester Dates

October 22 to December 13

Class Days


Class Time

5:30 - 9:50 PM


MK 351

Credit Hours



Marketing Management, 12th Edition

Kotler and Keller

Prentice Hall, 2007

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 or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information

Course Description:
See BA411. 3:0:3

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 instructor’s educational philosophy states that the classroom should be a place where each student

can learn in non-threatening, nurturing environment.  Each student will be treated as an adult and an individual, and will be given the opportunity to learn and achieve based on their own ability.  Each student is expected to approach the coursework, other students, and the instructor with a mature, inquisitive attitude.  Through interactive lectures, class discussion, videos, case studies, oral and written reports, tests, and examinations, each student will be encouraged and empowered to think critically and become self-sufficient, life-long learners.


Learning Outcomes:
  Core Learning Outcomes

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

Core Assessment:
A comprehensive examination involving the analysis of two case studies is the chosen assessment device for the Marketing Management course. This assessment will be the final exam and is designed to gauge your knowledge of the core outcomes of the class. This will be a closed book, closed note examination held during the designated final exam slot for this section in a proctored environment. Students are expected to spend approximately 15 minutes reading each case and about 45 minutes for each case developing an essay that addresses the core outcomes relative to the information presented for each organization. This test will count for at least 20% of your grade. This course is part of the University-wide assessment evaluation, and all sections will receive the same case for analysis.

Class Assessment:

Final assessment in this course will include a comprehensive evaluation and grading of all assignments including case studies, quizzes, tests, and presentations.



There will be 1000 points available for this course.  The points will be assigned as follows:


                                    Class Attendance:                       50 points (no absences)

                                    Daily Assignments                     250 points

                                    Mid-Term Exam:                        250 points 
                                    Mid-Term Case:                        100 points
                                    Final Exam:                               250 points
                                    Final Case:                               100 points

Total:                                        1000 points


The grading scale for this course is as follows:

  • To receive an A for the course, the student will earn a minimum of 90% of the points available for the term of the course.
  • To receive a B for the course, the student will earn between 80% and 89% of the points available for the term of the course.
  • To receive a C for the course, the student will earn between 70% and 79% of the points available for the term of the course.
  • To receive a D for the course, the student will earn between 60% and 69% of the points available for the term of the course.


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:

The instructor will not accept assignments after the date it is due without prior permission of the instructor.  Assignments not submitted on or before the due date will receive a grade of zero.

Classroom Rules of Conduct:


Every student is expected to come to class prepared for learning.  The assigned textbook is an integral part of the curriculum and should be used as a study guide for the course.  When chapters from the textbook are assigned for a specific class, it is the student’s responsibility to have read and reviewed the material prior to coming to class.  Students are expected to take part in class discussions.  It is also the responsibility of the student to be in attendance for each scheduled class session, to turn papers/reports when they are due, and to present reports, take tests or exams when they are scheduled.


Cell phones, beepers, pagers, CD players, and other electronic devices are prohibited from use in the classroom.  The only exception to this rule is the use of lap top computers or recording devices (with permission of the instructor).  Interruptions caused by such devices will result in the student being asked to leave the classroom.  Repeated violation of this policy will result in the student being withdrawn from the course.  Food may be brought into the classroom as long as it is not a distraction for other students or the instructor.  Students will be expected to leave the classroom clean and litter free and to show respect to other students and the instructor at all times.


Course Topic/Dates/Assignments:


The first night of class, October 24, 2007, the student should come to class having already read Chapters 1 and 2 of the assigned textbook.  Students should pay special attention to the “Marketing Memos” in each chapter.  The student should also be prepared to discuss the case study, “Coca Cola” on page 31-32 and the end-of-chapter material “Pegasus Sports International” that begins on page 61 in the textbook.  A detailed course outline will be given to each student on the first night of class.

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 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.

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: .


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Last Updated:9/19/2007 5:50:37 PM