MK 351 Principles of Marketing
S1EE 2009 MO
Smith, Arlene P.
Adjunct Faculty Professor
Master of Business AdministrationBachelor of Arts, Business Administration
Online, before/after class by telephone appointment
Available by appointment
January 5 - March 1, 2009
5:00 - 7:50 PM
Textbooks can be purchased through the MBS bookstore
Textbooks can be purchased through the Parkville Bookstore
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 firstname.lastname@example.org or call 800-927-3024Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.
However, success demands an intellectual effort of initiative and self-discipline in studying the text, lectures, and power points, learning how to analyze business cases, taking two examinations, performing all assignments, and participating in discussions. Students MUST exercise self-discipline and must have all work turned in on time just as they would be required to do if their where the marketing manager.
Learning Outcomes: Core Learning Outcomes
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 RubricGrading:
Homework consists of chapter questions, Internet Exercises and mini cases
Weeks 1 thru 7
Comprehensive Final Exam
Participation (all activities, requirements, and assignments including Peer Responses)
Accumulative for 8 wks
Discussion (Optional Observation & Application for extra points-Friday completion)
The most important grading criteria for work completed will be the overall, breadth, depth, application/synthesis, and citations of course concepts. For purposes of this course, the following definitions will apply to each of these terms:
IMPORTANT!! Your grade for each assignment will be determined not only by the "O-B-D-A-C" of your assignments, but also by the general quality of the work. One other criterion is that improvement is made in assignment each week to receive the same points and previously achieved.
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.
All assignments must be submitted on the due date as listed. Work that is late will only be accepted as a result of (1.) an emergency that is beyond the control of the student and (2.) with advance approval and acknowledgment from the professor. A request to complete late work must be submitted in advance and must be based on a clear bona fide emergency situation with verification. Any event that is within the control of the student will not be approved, such as "my car broke down," or "I had to go to work unexpectedly," or "I was sick," or "my computer or internet connection went down," etc. Further, late completions will not be approved if a student could have done the work earlier in the week but waited until the last day and then ran into an emergency situation or Park online was too busy on Sunday night, or the Internet connection went down or the computer stopped working, etc. Therefore, early completions are highly encouraged. However, with a valid and verifiable emergency, there will still be a 10% late penalty deduction regardless of the approved reason. There will be no score for late work without advanced emergency approval from the professor. Please do not wait until the last day for submission and chance an unforeseen circumstance. Running out of time has nothing to do with being busy, as everyone is busy. It almost always has to do with setting priorities and exercising self-discipline.
Classroom Rules of Conduct:
1. Be on time.
2. Be in class every session unless excused prior to the absence.
3. Be prepared to discuss each night's topic.
4. Get involved and speak up.
5. Treat fellow classmates with respect and disagree professionally.
6. Cell phones and pagers must be turned off as a courtesy to your fellow students. If there are emergency reasons; military standby/responsibilities or family matters please clear this with me prior to beginning of each class meeting.
These assignments are due in writing to the instructor at the beginning of each class. In those first seven weeks, there must be at least 200 words in each answer to meet the definition of being minimally thorough, and each answer, including the Internet Exercises, must include references and citations to marketing lessons and principles.
All written assignments must be typed and can be single-spaced. Include your name on each page.
Optional Observation and Application: This is strictly an optional assignment. It can be worked for one to five extra points in weeks one through seven. The optional assignments will be posted online for review and completion. If students decide to work this assignment it must be completed no later than Friday by 1700 of each week for credit and must be emailed to the instructor. They must be completed in writing and turned in on time in order to collect the extra points. Each assignment is 5 extra points.
NOTE FOR EMPHASIS: Each assignment every week must include answers that relate directly to the weekly text readings with citations that identify where the relationship is located. A reference to the location of a question or case is not a relationship to marketing lessons except under rare occasions. Citations are to be included within the body of the answer where the reference relates and not at the end of a paragraph or page. The citation that refers to the textbook need only have the following type insertion: (text, pg. 42). This applies to every week though it will not be repeated every week within the syllabus.
Report No. 1: Report No. 1 is due the end of this Week 5. It should summarize your research of a company based on its web page and your idea for a web page for your own hypothetical company. This company information for your own website will be use in Report No. 2 in Week 7 also. Your report should be separate into two main headings:
The First Heading, titled:A Report on the Product/Services/Promotional Strategies Offered by XYZ Company (select any company of your choice to report about and use that company's name instead of XYZ Company).
For this heading, briefly describe the products/services found at your favorite company's web site and indicate what is their promotional strategy (Who they are targeting, what their central message is, what needs are being appealed to, etc.). This section should be at least 600 words in length (about 2 pages, double-spaced with 12 point fonts) and references.
The Second Heading, titled: My Own Web Page: AJAX COMPANY (Ajax being the name of your company)
For this heading, choose a business that you would possibly or hypothetically like to start and determine how you would advertise it on your own web page (you can use ideas you obtained from reviewing different web sites). As you do so, please provide the following information under this heading:
1) Define your product market using the four-part description on page 63 of the text.
2) Define your target market in terms of the segmenting dimensions in Exhibit 3-8 on page 71 of the text.
NOTE: Do not do a large amount of research on this issue right now. Report No. 2 will provide you with ample opportunity to discuss your research in depth with respect to various segmenting dimensions.
3) Finally, briefly describe how you would promote your product/service to your target market via the Internet. This section should be at least 600 words in length (another approximately two double-spaced pages).
Report #2: Report #2 is due the end of this Week 7. It will consist of visits to various web sites to obtain marketing research data such as demographic information (age, sex, income, etc.) about your proposed target market.
Midterm Exam: The midterm exam will be taken during class on 28 January 2009. It will be a closed book exam and be made up of multiple choice, short answer and essay questions. This exam is worth 100 points.
Final Exam: The second and final exam must be taken in person no later than Wednesday, 25 February 2009 or through arrangements made with your instructor.
PLEASE NOTE: The final exam will count for 30% of the grade, and will be closed book/closed notes. "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.
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.
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 .
Last Updated:1/8/2009 11:51:45 AM