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MK 351 Principles of Marketing
Summerhill, Arlene P.


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

S1EE 2009 MO

Faculty

Smith, Arlene P.

Title

Adjunct Faculty Professor

Degrees/Certificates

Master of Business Administration
Bachelor of Arts, Business Administration

Office Location

Moody AFB

Office Hours

Online, before/after class by telephone appointment

Daytime Phone

Available by appointment

E-Mail

smitharlene@mchsi.com, apsummerhhill@gmail.com

Semester Dates

January 5 - March 1, 2009

Class Days

-M-W---

Class Time

5:00 - 7:50 PM

Credit Hours

3


Textbook:

 Perrault, Jr. Joseph Cannon, and Jerome McCarthy. Basic Marketing: A Marketing Strategy Planning Approach. 17ed. NY: McGraw-Hill Irwin, 2009.
ISBN: 978-0-07-338105-3
  
 

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/.


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:

Educational Philosophy: This is an upper-division university level course that expects and requires individual, self-motivated, critical thinking from adult students. As an instructor I want my students to broaden their minds through an exciting learning adventure through the marketing field. This class relies on two-way communication between the instructor and student. Look for parallels within your own world and share them with your instructor and fellow students throughout the course. Students must be able to express their thoughts through oral or written communications. That is what will be expected of you as a future business professional. Be creative with all your assignments. This is MARKETING; the creative, innovative part of the business world. I will not tie you, the student, into the stringent business rules as in other classes.
 
Your professor believes in giving detail attention to each student with constant feedback so that the student clearly understands and succeeds. This process mandates individual initiative and application to the study of the subject materials and the learning from mistakes made during the process. To assist with progress, the professor believes in being closely attuned to each student's activities daily and is readily available via course postings, email, or telephone.

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

  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.


  Instructor Learning Outcomes
  1. An overall introduction to marketing concepts
  2. An understanding of the role of marketing in society and in business
  3. An understanding of the factors that influence marketing decisions
  4. The development of an insight regarding product, price, promotion, and location that support a target market
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

Grading:
 

            Assignment

Points

Grade %

Due Date

Homework consists of chapter questions,  Internet Exercises and mini cases

390

39%

Weeks 1 thru 7

 

 

 

 

Report #1

 50

5%

Week 3

Report #2

 80

8%

Week 7

Midterm Exam

     100

10%

Week 4

Comprehensive Final Exam

300

30%

Week 8

Participation (all activities, requirements, and assignments including Peer Responses)

80

8%

Accumulative for 8 wks

Discussion (Optional Observation & Application for extra points-Friday completion)

(35)
extra pts

Added
 103%

Seven weeks

Totals

   1000

   100%

 

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

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:

  •    Overall (O): Refers to the overall "quality" of assignment postings.  
  •    Breadth (B): Refers to the "number" of concepts within the chapter and lecture that are applied to the Homework, Discussion, and Reports.
  •    Depth (D): Refers to the degree that a "detailed" analysis is applied to the Homework, Discussion, and Reports.
  •    Application/Synthesis (A): Refers to the higher order of critical thinking "applied" to chapter and lecture concepts in the Homework, Discussion, and Reports.
  •    References with Citations (C): Refers to references used (items and page numbers) that relate to the marketing      lessons studied. (References and citations are required in every single assignment without fail.)

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.

Late Submission of Course Materials:

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.    

Course Topic/Dates/Assignments:

Date

Readings

Exams/Papers

Homework due

 

 

 

 

5-Jan

Chapter 1

 

 

7-Jan

Chapter 2

 

Homework #1

 

 

 

 

12-Jan

Chapter 3

 

Homework #2

14-Jan

Chapter 4

 

Hoemwork #3

 

 

 

 

19-Jan

Chapter 5

 

Homework #4

21-Jan

Chapter 6

 

Homework #5

 

 

 

 

26-Jan

Chapter 7

 

Homework #6

28-Jan

Chapter 8

Midterm

Homework #7

 

 

 

 

2-Feb

Chapter 9

 

Homework #8

4-Feb

Chapter 10

Report #1

Homework #9

 

 

 

 

9-Feb

Chapter 11

 

Homework #10

11-Feb

Chapter 13

 

Homework #11

 

 

 

 

16-Feb

Chapter 14

 

Homework #12

18-Feb

Chapter 15

Report #2

Homework #13

 

 

 

 

23-Feb

Chapter 16&17

 

 

25-Feb

 

Final

 

 
Homework Assignments:  Homework Assignments will consist of (1) one Chapter comprehensive, multiple-part, review question, (2) one Internet Assignment, and (3) one mini case.  Each part is worth 10 points for a total of 30 points for each homework assignment.  Each week’s assignments will be posted online one week prior to class for your review and completion.     
 

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.

  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:1/8/2009 11:51:45 AM