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MK 351 Principles of Marketing
Bernier, Cheryl L.


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

F1T 2007 DLA

Faculty

Bernier, Cheryl L.

Title

Senior Instructor

Degrees/Certificates

M.B.A., University of Massachusetts
B.S., University of the State of New York
Master Online Teacher Certificate, University of Illinois

Office Location

Albuquerque, New Mexico

Office Hours

Email any time.  Call during reasonable hours.

Daytime Phone

(505) 797-0757

E-Mail

Cheryl.Bernier@Pirate.park.edu

clbernier@comcast.net

Semester Dates

August 20 - October 14, 2007

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:

Our course 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, a primary objective of the course is to provide you with an environment that will reward your own intellectual effort.

 

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. This case 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 45 minutes reading the case and 1 hour and 15 minutes developing an essay that addresses the core outcomes relative to the firm information presented in the case. 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.

Link to Class Rubric

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: Note:  All work will be graded with respect to depth, breadth, and 'application' of responses.

Assignment Points Due Date
Homework (2 questions/chapter) 160 Each Week
Report #1 (See Course Requirements)  50 Week 3
Report #2 (See Course Requirements)  50 Week 7
Case Conferencing (Six mini cases) 240 Weeks 1, 2, 3, 5, 6, and 8
Exam 1 (To be E-Mailed) 150 Week 4
Exam 2 (Case Analysis) (To be E-Mailed) 300 Week 8
Class Participation  50 Continually

 

 

Grading:

Course Grading Scale:

A =  900 -- 1000 points
B =  800 -- 899 points
C =   700 -- 799 points 
D =  600 -- 699 points 
F =  < 600 points

 

 

The final exam for all School of Business and Management 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 final exam must address only material which the student has been taught in class.

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 Associate Dean.

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.

 

Classroom Rules of Conduct:

Online Course Policies:

Policy #1:  Submission of Work:

  • A class week is defined as the period of time between Monday 12:01 am MST and Sunday at 11:59 PM MST. The first week begins the first day of the term/semester. Assignments scheduled for completion during a class week should be completed and successfully submitted by the posted due date.
  • Create a back up file of every piece of work you submit for grading. This will ensure that a computer glitch or a glitch in cyberspace won't erase your efforts.
  • When files are sent attached to an email, the files should be in either Microsoft Word, RTF, ASCII, txt, or PDF file formats.

Policy #2: Ground Rules for Online Communication & Participation

  • General email: Students should use email for private messages to the instructor and other students. When sending email other than assignments, you must identify yourself fully by name and class in all email sent to your instructor and/or other members of our class.
  • Online threaded discussions: are public messages and all writings in this area will be viewable by the entire class or assigned group members.
  • Online Instructor Response Policy:  Online Instructors will check email frequently and will respond to course-related questions within 24-48 hours.
  • Observation of "Netiquette": All your Online communications need to be composed with fairness, honesty and tact.  Spelling and grammar are very important in an Online course.  What you put into an Online course reflects on your level of professionalism.  Here are a couple of Online references that discuss writing Online http://goto.intwg.com/ and netiquette http://www.albion.com/netiquette/corerules.html.
  • Please check the Announcements area before you ask general course "housekeeping" questions (i.e. how do I submit assignment 3?).  If you don't see your question there, then please contact your instructor. 

Policy #3: What to do if you experience technical problems or have questions about the Online classroom.  

  • If you experience computer difficulties (need help downloading a browser or plug-in, you need help logging into the course, or if you experience any errors or problems while in your Online course, click on the Help Button button in your Online Classroom, then click on the helpdesk menu item, and then fill out the form or call the helpdesk for assistance. 
  • If the issue is preventing you from submitting or completing any coursework, contact your instructor immediately.

Policy #4: 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 American 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 the criteria for special assistance and Park University’s policies and procedures related to disability can be found on the Park University web page: http://www.park.edu/disability.
 
Policy #5:  THE FINAL EXAMINATION:  The final exam will count for 30% of the grade, and will be closed book/closed notes; the student must score 60% of better on the final to pass the class, regardless of other work.  "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.

Course Topic/Dates/Assignments:
The following is an abbreviated schedule. I am available to assist you at each step along the way. Just send me an email or give me a call at the number in the upper left hand corner of this syllabus.  

 

Week 1 (August 20-26): 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. Also, complete the internet exercises on pages 10 and 40, 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 (August 27 - September 2): Finding and Evaluating Target Market Opportunities with Market Segmentation ·Readings:  

 

  • Text: Read Chapters 3 and 4
  • Lecture Notes/PPT Overviews for week 2
·On-Line 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 (September 3-9): Demographic and Behavioral Dimensions of Global Consumer Markets ·Readings:  

 

  • Text: Read Chapters 5 and 6
  • Lecture Notes/PPT Overviews for week 3
·On-Line 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 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 (September 10-16): Business and Organizational Customers and Their Buying Behavior And Improving Decisions With Marketing Information ·Readings:  

 

  • Text: Read Chapters 7 and 8
  • Lecture Notes/PPT Overviews for week 4
·On-Line 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 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 the Dropbox -- Week 4:Exam 1.  

 

 

 

Week 5 (September 17-23): Elements of Product Planning and Product Management  

 

·Readings:  

 

  • Text: Read Chapters 9 and 10
  • Lecture Notes/PPT Overviews 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: Homework.  

 

 

 

Week 6 (September 24-30): Place and Development of Channel Systems, and Retailers, Wholesalers, and Their Strategy Planning ·Readings:  

 

  • Text: Read Chapters 11 and 13
  • Lecture Notes/PPT Overviews for week 6
·On-Line 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: Homework.  

 

 

 

Week 7 (October 1-7): Promotion and Personal Selling ·Readings:  

 

  • Text: Read Chapters 14 and 15
  • Lecture Notes/PPT Overviews for week 7
·On-Line Discussion Assignment: None.  

 

·Report #2: Report #2 is due the end of this week. See the "announcements" area for specific instructions.  

 

·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: Homework  

 

 

 

Week 8 (October 8-14): Advertising, Sales Promotion, and Price Setting ·Readings:  

 

  • Text: Read Chapters 16 and 17
  • Lecture Notes/PPT Overviews for week 8
·On-Line 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: Homework  

 

·Exam #2: The second and final exam must be taken in person before the end of the this week (Friday, October 12) 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. The final exam will consist of a comprehensive case study.

PLEASE NOTE:
The final exam will count for 30% of the grade, and will be closed book/closed notes; the student must score 60% of better on the final to pass the class, regardless of other work. "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.
 

 

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 .



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:7/21/2007 5:59:40 PM