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MK 351 Principles of Marketing
Pankhavala, Paresh K.


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

S1M 2009 CH

Faculty

Pankhavala, Paresh K.

Title

Adjuct Faculty

Degrees/Certificates

Bachelor of  Mechanical Engineering
M.B.A Marketing Management

Office Location

Classroom

Office Hours

You can also call Park' s primary conatct number  at Cherry Point 252-246-2655 and leave a message for me.Any time before or after the class.

E-Mail

paresh.pankhavala@park.edu

pankhavalap@cravencc.edu

Semester Dates

01/12/2009 to 03/08/2009

Class Days

-M-W---

Class Time

7:30 - 10:00 PM

Credit Hours

3


Textbook:

Basic Marketing: A Marketing Strategy Planning Approach, 17 ed., by
William D.Perreault, Jr., Joseph P.Cannon and  E. Jerome McCarthy

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:
www.mhhe.com/fourps

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

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:

Class and group participation, exams, case study, and project will be used to assess activities. The exams may consist of some combination of multiple-choice and essay questions. For the multiple-choice questions, you will be asked to pick the best answer (there is only one) from among those presented. After you get your exam back, however, if you think that a question is ambiguous or that more than one answer is appropiate, you will have the opportunity to write out a brief explanation of your logic and your answer, by using the book and the powerpoint presentations as your sources.
You should recognize from the very beginning that there is much more material in your reading assignment, and related activities than is possible to cover, repeat, and develop in detail in class. Lectures will only touch on some of the issues. Class discussions and related assignments will be directly relevant to your understanding of the material, but the exams will go into depth on what you have been assigned to read. The discussion portion of the exams will not simply ask you to recite a particular idea or concept developed in your reading or a specific class discussion, but will require that you demonstrate an ability to analyze a situation, determine relevant issues, and integrate a set of ideas. That is what you are expected to do with the class assignments we will be covering throughout the course. Please keep in mind that being prepared and present for the exams is your responsibility. The exams are on the schedule, and I urge you to mark them on your calender now. Missing a scheduled exam without prior permission will result in a zero for that exam. There will be no make-up exams, unless under critical circumstances.

Grading:

Item Points % of Grade
 Exams ( 2@200 points each ) 400 40%
Group Participation 100 10%
Group Presentation 200 20%
Professionalism/participation 100 10%
Case/ Final 200 20%
Total 1000 100%
Scale of Grading
A = 91-100%
B = 81 -90 %
C = 71 80 %
D = 60- 70%
F = LESS THAN 59%

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 are dur prior to or at the time of class on the date indicated in the syllabus or as stated in class, or else it is considered late. Problems with printers, faulty disks, or other technical emergencies are not adequate excuses. You must allow yourself plenty of time to deal with these kinds of technical glitches. HANDWRITTEN ASSIGNMENTS WILL NOT BE ACCEPTED AND NO EXTENSION WILLBE GRANTED TO TYPE WORK.  All assignments are to be typed/word processed to receive credit. Late assignments will not receive credit. If you anticipate being absent, it is to your advantage to turn in your assignment(s) early. In the case of illness or other excused absence, work should be emailed or delivery arranged. Under some circumstances, late work may be accepted, but there may be a penalty. Case studies are due on the dates as indicated on the syllabus. Case studies turned in late will be accepted only if the case study has not yet been discussed in class. If the case study has not been discussed in class, fifty percentage points will be deducted. If the case study has been discussed in class, a grade of "0" will result. If the student must be absent during the class session when the case study is due, it is the student's responsibility to see that it is turned in on a timely basis using alternative methods, as approved by the instructor.

Classroom Rules of Conduct:

1. Each student will be provided with a tentative schedule, which should be used as a guideline for the class.
2. Chapter assignments should be read PRIOR to coming to class. There will be a discussion in class on chapters.
3. Class attendance amd participation is imperative of all students. Class participation is expected and is a part of the final grade. Students are expected to attend all classes and be on time. Attendance will be taken each class meeting. Class starts promptly at the appointed time, and the student will be expected to be on time, ready to work. If the student is going to be late for class, the student is required to notify the instructor BEFORE the start of the class. Absolutely no exceptions! Those students that are habitually late will be dealt with in an appropiate manner and it will affect your attendance/participation/professionalism grade. Classes missed for legitimate reasons and with prior notification may be excusable.
4. If for some reason a student must be absence for a class when an exam is scheduled, the student MUST notify the instructor DIRECTLY and receive APPROVAL from the instructor PRIOR to the scheduled class session; otherwise the student will not be allowed to make up the exam and will receive a ZERO for the exam.
5. Please type all, projects and assignments.
6. Submitting someone else's work as your own will not be accepted.
7. ALL CELL PHONES MUST BE TURNED OFF DURING CLASS.
8. All electronic devices such as mp3 players, ipods must be turned off in class.
9. If your job requires you to be on call during class time, please speak with me at the beginning of the semester.
 
CHANGES TO THE SYLLABUS: The instructor reserves the right to make changes of the syllabus in order to enhance the learning methodology. Students will be notified of substantive changes at least the week prior to the effective date.
 

Course Topic/Dates/Assignments:

WEEK 1
Marketing value to customers,Firms and society
Marketing strategy Planning
Opportunities in the changing Marketing environment
Refer Chapters : 1, 2 & 3
WORKSHOP
 
WEEK 2
 Market Segmentation & Positioning
Global Markets & Demographics
End Consumers Buying Behaviour
Refer Chapters : 4,5 & 6
 WORKSHOP
 
WEEK 3
Business Customers Buying Behaviour
Market research
Product Planning
Refer Chapters : 7,8 & 9
WORKSHOP 
 
WEEK 4
TEST #1 ( at the beginning of the class)
Product Management & Developments
Development of Channel System
Distribution & Logistics
Refer Chapters : 10, 11 & 12
WORKSHOP 
 
WEEK 5
Retailers, wholesalers & their Planning
Promotion, personal selling & customer service
Refer Chapters : 13, 14 & 15
WORKSHOP / CASE PREPARATION
 
WEEK 6
Advertising, Sales Promotion
Pricing Startegies , Price setting in the Business world.
Refer Chapters :16, 17 & 18
WORKSHOP / CASE PREPARATION
 
WEEK 7
Test # 2 ( At the beginning of Class )
Implementation of Marketing Plans, Broader Concepts,
Co ordination with Production & Accounting  Departments
Refer Chapters : 19, 20
 WORKSHOP / CASE PREPARATION
 
WEEK 8
Challenges facing Marketers, Ehics, Micro & Macro Marketing.
Case Study Preparations. Final Presentations.
 
 
 
 
 
 

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:1/5/2009 1:47:39 PM