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MK 351 Principles of Marketing
Koerber, Robert


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

S1Y 2009 MN

Faculty

Robert Koerber, MBA, Ed.D.(ABD)

Title

Adjunct Faculty

Degrees/Certificates

B.S.B.A. Washington University in St. Louis
M.B.A. The University of Missouri
Ed.D. (ABD) The University of Memphis

Office Location

Millington NSA

Office Hours

By Appointment

Daytime Phone

(901) 497-5680

Other Phone

(901) 748-0707

E-Mail

rkoerber@park.edu

rckoerber@bellsouth.net

Semester Dates

S1Y 2009

Class Days

--T----

Class Time

5:00 - 9:30 PM

Credit Hours

3


Textbook:
 

Basic Marketing: A Global-Managerial Approach, 16 ed., by Perreault and McCarthy

Textbooks can be purchased through the MBS 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/.

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:
MK351 Principles of Marketing: Examines factors relevant to the marketing mix (product, promotion, distribution, and price) and to marketing management. 3:0:3

Educational Philosophy:
 

The four basic goals of this course are to provide you with: A broad introduction to marketing concepts; an in-depth understanding of the role of marketing in society and the firm; an overview of the various factors that influence marketing decision making; and the development of a strong  insight about decisions related to product, price, promotion, and place to meet the needs of a target market.  

These goals can only be achieved through a joint 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, another objective of the course is to provide you with an environment that will reward your own intellectual effort.

Each week, we will focus on marketing issues, problems, etc., encountered by the marketing professional through our discussions; these issues are reinforced and expanded in readings in our text, Basic Marketing by Perreault and McCarthy, 16th edition.

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:
 

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, conference postings, and report. Depth (D): Refers to the degree you provide "detailed" analyses to the homework questions, conference postings, and report. Application/Synthesis (A): Refers to the chapter and lecture concepts and higher order thinking you "apply" to your homework questions, conference postings, and report. You can accomplish this by referencing page numbers, concepts such as market segmentation, 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. 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.

Grading:

Grading:
 

 You will be provided access to your grades 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.  

Course Assignments

  • Quizzes:  Answers to these quizzes will consist of your responses to specific questions each week that are to be submitted to the Dropbox.
  • Report 1:  Is a report due week three as discussed in the Content Menu for Week 3
  • Mid-term Exam (Case):  The mid-term exam is due at the conclusion of Week 4, Week 5, and Week 6.
  • Final:  You must make 60% or above on the proctored final exam (a case analysis) in order to pass the course.
  • Participation:  Participation will be evaluated on a continual basis throughout the term. Grades for participation will be posted during week 8.

Point and Corresponding Percentage Assignments

Item

Points

Percentage of Grade

Homework (7@20)

140

14%

Report

150

15%

Mid-term Exam (Case)

340

34%

*Final

300

30%

Participation (Continual)

70

7%

Total

1000 Points

100%

*Note: You must make 60% or greater on the final exam to pass the course

Grading Scale

A =  900 -- 1000 points

B =  800 -- 899 points

C =  700 -- 799 points  

D =  600 -- 699 points  

F =  < 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.

Course Topic/Dates/Assignments:
 

Week 1: Marketing's Role Within The Global Economy, Firm, and Nonprofit Organization

· Readings:

  • Text: Read Chapters 1 and 2
  • Lecture for week 1

· Homework: Complete quiz andsubmit it to the Drop Box by clicking on the Drop Box tab at the top of the course frame and choosing Week 1: Homework OR email to me at rckoerber@bellsouth.net.

Week 2: Finding and Evaluating Target Market Opportunities with Market Segmentation

· Readings:

  • Text: Read Chapters 3 and 4
  • Lecture for week 2

· Online 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: Complete quiz andsubmit it to the Drop Box by clicking on the Drop Box tab at the top of the course frame and choosing Week 1: Homework OR email to me at rckoerber@bellsouth.net

Week 3: Demographic and Behavioral Dimensions of Global Consumer Markets

Readings:

  • Text: Read Chapters 5 and 6
  • Lecture for week 3

Homework: Complete quiz andsubmit it to the Drop Box by clicking on the Drop Box tab at the top of the course frame and choosing Week 1: Homework OR email to me at rckoerber@bellsouth.net.  

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, OR email to me at rckoerber@bellsouth.net

Week 4: Business and Organizational Customers and Their Buying Behavior And Improving Decisions With Marketing Information

· Readings:

  • Text: Read Chapters 7 and 8
  • Lecture for week 4

· Homework: Complete quiz andsubmit it to the Drop Box by clicking on the Drop Box tab at the top of the course frame and choosing Week 1: Homework OR email to me at rckoerber@bellsouth.net

· Mid-term Exam (Case): Check the Exam Folder under Week 4 for the Case. After completing it, please submit it to me via the Dropbox OR email to me at rckoerber@bellsouth.net

Week 5: Elements of Product Planning and Product Management

· Readings:

  • Text: Read Chapters 9 and 10
  • Lecture for week 5

· Homework: Complete quiz andsubmit it to the Drop Box by clicking on the Drop Box tab at the top of the course frame and choosing Week 1: Homework OR email to me at rckoerber@bellsouth.net

· Refine Mid-term Exam (Case): Check the Exam Folder under Week 5 for the Case. After completing it, please submit it to me via the Dropbox OR email to me at rckoerber@bellsouth.net

Week 6: Place and Development of Channel Systems, and Retailers, Wholesalers, and Their Strategy Planning

· Readings:

  • Text: Read Chapters 11 and 13
  • Lecture for week 6

· Homework: Complete quiz andsubmit it to the Drop Box by clicking on the Drop Box tab at the top of the course frame and choosing Week 1: Homework OR email to me at rckoerber@bellsouth.net

· Refine Mid-term Exam (Case): Check the Exam Folder under Week 5 for the Case. After completing it, please submit it to me via the Dropbox OR email to me at rckoerber@bellsouth.net

·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: Promotion and Personal Selling

· Readings:

  • Text: Read Chapters 14 and 15
  • Lecture for week 7

· Homework: Complete quiz andsubmit it to the Drop Box by clicking on the Drop Box tab at the top of the course frame and choosing Week 1: Homework OR email to me at rckoerber@bellsouth.net

Week 8: Advertising, Sales Promotion, and Price Setting

· Readings:

  • Text: Read Chapters 16 and 17
  • Lecture for week 8

· 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: Activities

· Final Exam: 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 (Note: You must score 60% of better on the final to pass the class, regardless of other work).  The exam must be taken in person before the end 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. A proctor information form will be provided.

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

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 2008-2009 Undergraduate Catalog Page 87

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 2008-2009 Undergraduate Catalog Page 89-90

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:12/18/2008 1:45:27 PM