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MK 351 Principles of Marketing
Kinsman, David W.


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

S1OO 2009 WO

Faculty

Kinsman, David W.

Degrees/Certificates

M.A.O.M.

Daytime Phone

(417) 458-1323

Other Phone

(573) 337-0237

E-Mail

david.kinsman@park.edu

eaglecresthomes@gmail.com

Class Days

Monday

Class Time

5:00 - 10:20 PM

Credit Hours

3


Textbook:

2008-2009 Kotler & Armstrong, Principles of Marketing, 12th Edition, Prentice Hall, 2008. ISBN: 013101861

Additional Resources:
Will be provided by the Instructor.

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:
2008-2009 Kotler & Armstrong, Principles of Marketing, 12th Edition, Prentice Hall, 2008. ISBN: 013101861

Educational Philosophy:

FACULTY’S EDUCATIONAL PHILOSOPHY: The instructor’s educational philosophy is one of interactiveness based on lectures, readings, quizzes, dialogues, examinations, internet, videos, web sites and writings. The instructor will engage each learner in what is referred to as disputatious learning to encourage the lively exploration of ideas, issues, and contradictions.

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 final exam is the chosen assessment device for the Principles of Marketing course.  The exam will be held during the last week of the course during an eight week course or during finals week if the course is a 16 week course.     This test will count for at least 20% of your grade.

Link to Class Rubric

Class Assessment:

COURSE ARRANGEMENTS:

A.     Lecture

B.     Marketing Plan

C.     Presentations

D.     Mid-term and Final Exams

Grading:
GRADING POLICY:

TASK, POINT VALUE, and % OF COURSE GRADE

Mid-term exam, 300 points and equal to to 30% of your grade

Final Exam, 300 points and equal to to 30% of your grade

Written Marketing Plan,  300 points and equal to to 30% of your grade
 
Class Presentation, 100 points and equal to 10% of your grade
 
TOTAL 1000 possible points
 

Grading Scale:
 
90 to 100%                 A
 
80 to 89%                   B
 
70 to 79%                   C
 
60 to 69%                   D
 
59% and below          F
 
(or three un-excused absences)

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 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.

Late Submission of Course Materials:

LATE SUBMISSION OF COURSE MATERIALS: A 10% deduction will be given to all assignments turned in late.

Classroom Rules of Conduct:

CLASSROOM RULES OF CONDUCT:

  • Students are required to attend all classes. If a student is unable to attend a class the instructor or the Park office staff must be notified, if at all possible, prior to the scheduled class. 
  • All cases studies must be turned in on schedule. The instructor will provide the format to students.
  • The instructor will discuss the semester project guidelines. The semester project is due the week before the final exam is given. 
  • A 10% deduction will be given to all assignments turned in late.
  • Ethical conduct, honesty, and integrity must be adhered to at all times. This extends to plagiarism. Accordingly, all work must be the student’s original product, thereby presenting work in one’s own words and ideas. Cheating is not and will not be acceptable conduct.

Course Topic/Dates/Assignments:

CLASS MEETING AND EXAMINATION SCHEDULE:

Session                     Topic                                             Chapters

Week 1  Developing customer relationship, Chapter 1, 
Linking Marketing and Corporate Strategies, Chapter 2

Week 2  Scanning the marketing environment, Chapter 3, 
Ethics and Social Responsibility in Marketing, Chapter 4
 
Week 3  Consumer behavior, Chapter 5, Organizational Marketing, Chapter 6, Global Marketing, Chapter 7
 
Week 4  Turning marketing info. Into action, Chapter 8, Identifying marketing segments and targets, Chapter 9, MID-TERM EXAM Due
 
Week 5 Developing New Products and Services, Chapter 10, Products & Branding, Chapter 11, Managing the Services, Chapter 12
 
Week 6 Building price foundation, Chapter 13, Arriving at the final price, Chapter 14, Marketing channels & wholesaling, Chapter 15, Supply chain, Chapter 16
 
Week 7  Retailing, Chapter 17, Marketing communication, Chapter 18, Advertising, Sales Promotion and Public Relations, Chapter 19
 
Week 8  EXECUTIVE SUMMARY PRESENTATION and 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 2008-2009 Undergraduate Catalog Page 87
ACADEMIC HONESTY:
Academic honesty is required of all members of a learning community.  Hence, Park University will not tolerate cheating or plagiarism on tests, examinations, papers, or other course assignments.  Students who engage in such dishonesty may be given failing grades or expelled from Park University.

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 2009-2010 Undergraduate Catalog Page 92
Plagiarism—the appropriation or imitation of the language or ideas of another person and presenting them as one's original work—sometimes occurs through carelessness or ignorance
Students who are uncertain about proper documentation of sources should consult their instructors.

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, but unexcused absences may carry further penalties.
  3. 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".
  4. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  5. 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.
  6. 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 2009-2010 Undergraduate Catalog Page 95

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:12/11/2009 11:13:31 AM