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MK 491 Seminar in Marketing
Reynolds, David K.


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

S2J 2008 DN

Faculty

Reynolds, David K.

Title

Senior Adjunct Instructor

Degrees/Certificates

M.A. Degree

Office Location

Home

Daytime Phone

913-682-5151 X 6453

Other Phone

816-507-1717

E-Mail

david.reynolds@park.edu

dkreynolds@earthlink.net

Semester Dates

3/17/08 to 5/11/08

Class Days

---W---

Class Time

5:30 - 9:50 PM

Prerequisites

Twelve (12) hours of marketing or permission

Credit Hours

3


Textbook:
Strategic Marketing, 8th Edition, Cravens and Piercy, McGraw-Hill 2006

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:
None

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/.


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

  Instructor Learning Outcomes

  1. Explain the relationship between customer value and a company's distinctive capabilies.
  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 resources 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 a new product.
  9. Discuss the advantages and limitations of the use of multiple channels of distribution by a manufacturer.
  10. Summarize the role price in marketing strategy for a particular product.
Class Assessment:

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

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.

Grading:

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

 

                              Class Attendance:                         50 points (no absences)

                              Daily Assignments             200 points

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

Final Exam:                                     200 points
Final Cases:                                   
350 points
         

Total:                              1000 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:

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 in 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:

Assignment for Week One:
Students are to come to class the first night having read chapter one and chapter two and the three case studies at the end of chapter two – 1.1 Nokia; 1.2 Charles Schwab; 1.3 McKinsey & Co.  Read Appendix A: Financial Analysis for Marketing Planning and Control.  Review the titles of the cases at the end of Part VI that begin on page 467.  Assign cases at the end of Part II -- 2.1, 2.2, 2.3, 2.4.
Assignment for Week Two:
Read chapters three (3), four (4) and five (5).  Present the case studies at the end of Part II -- cases 2.1, 2.2, 2.3, 2.4.  Assign major case study from Part VI.
Assignment for Week Three:
Read chapters six (6) and seven (7). Read Appendix 7A: Customer Relationship Management beginning on page 215.  In-class team assignment on CRM.
Assignment for Week Four:
Read chapters eight (8), nine (9), and ten (10).  Assign case studies 3.1, 3.2,.3.3, 3.4 beginning on page 250.  Review for mid-term exam.
Assignment for Week Five:
Mid-term exam over chapter 1 - 10.  Present case studies 3.3, 3.2, 3.3, 3.4. Read chapters eleven (11) and twelve (12).
Assignment for Week Six:
Read chapters thirteen (13), fourteen (14), and fifteen (15).  Assign case studies 4.1, 4.2, 4.3, 4.4 and case studies 5.1, 5.2, 5.3, 5.4 beginning on page 380 and 448.
Assignment for Week Seven:
Present Case Studies 4.1, 4.2, 4.3, 4.4, and cases 5.1, 5.2, 5.3, 5.4.  Begin major case study presentations.  Review for final exam.
Assignment for Week Eight:
Major case study presentations.  Final Exam.
 
 
 

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.

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:3/2/2008 5:43:14 PM