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MK 351 Principles of Marketing
Whitehead, Bernard


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

S2E 2009 PE

Faculty

Whitehead, Bernard

Degrees/Certificates

MBA
BS Education

Office Location

Education Center Camp Pendleton

Office Hours

By Appointment, preferably on class evenings

Daytime Phone

760-438-2093

E-Mail

bernard.whitehead@park.edu

Semester Dates

03-23-09 to 05–17-09

Class Days

---W---

Class Time

4:45 - 10:10 PM

Credit Hours

3


Textbook:

Basic Marketing w/Student CD (Hardcover)
by Jr., William D. Perreault, E. Jerome McCarthy, Joseph P. Cannon

                                    Published by McGraw-Hill/Irwin; 16th edition

                                    ISBN:  978-0073324043

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/.


Course Description:

A study of Marketing basics giving an in-depth understanding of Marketing’s traditional 4Ps, from a managerial orientation.  We will cover marketing strategy and effective planning concepts in order to focus on meeting consumer and business needs.  Other topics discussed will include: global marketing, consumer behavior, relationships, ethics, and productivity.

 

The course is considered a higher level course (300 level) and requires students to apply themselves in the areas of analysis and critical thinking, and the communication of thought-out ideas.  Numerous opportunities will be provided for you to demonstrate your increasing knowledge of the subject-matter over the course of our time together.

Educational Philosophy:

As an Adjunct Instructor of Park University I will provide access to academic excellence; prepare learners to think critically; communicate effectively; use various methodologies of teaching; and will promote lifelong learning.

 

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:

Grading:                                                         Points:

Attendance:                                     6%                60

Homework                                    28%               280                         

2 Case Reports/Presentations        18%               180

            (6% and 12%)

Mid-Term Examination:                 18%               180              

Final Examination                          30%               300                                                 

    100%             1000


Letter grades will be calculated on the basis of the following percentage/points categories.

90 –100           “A”      equivalent to 900 points and above

80-89               “B”      equivalent to 800 points up to 899

70-79               “C”      equivalent to 700 points up to 799

60-69               “D”      equivalent to 600 points up to 699

59 and below , “F”       equivalent to less than 600 points

 


Grading:

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:

There will be no accepting of late materials, unless deployed, or previous arrangements have been made with the professor. 

 

Classroom Rules of Conduct:

1.  No interruption while learners are discussing and/or asking questions.

2.  Class starts at the published time -- attendance will be taken.  No Exceptions!

3.  Cell phones and ipods are to be OFF during class times.

4.  Homework is due on the date given, not after.

5.  You must be present for the mid-term and final exam!

Course Topic/Dates/Assignments:

Session

Date

Material to Cover

Assignment to

Turn In*

Evaluation

Points

1

Mar 25

Course Introduction and Overview

Chap 1 - Marketing's Value To Consumers, Firms, And Society (Skim The Chapter)

Chap 2 - Marketing Strategy Planning

None

Attendance (each time)

8 pts.

(excl. 1st class of 4 pts)


Part II

Chap 3 - Focusing Marketing Strategy With Segmentation

And Positioning

 


2

Apr 1

Chap 4 - Evaluating Opportunities In The Changing

Marketing Environment

Chap 2:

Key Terms (KT) – Define 2 terms

Questions and Problems (Q&P)

Answer any 2 questions, including 1 from #11-19.

 

Creating Mktg Plans (CMP)

Answer the 3 questions.

 

Chap 3

Q&P –

Answer Question #2;

CMP –

Answer all 4 questions.

HW 24 pts

HW 20 pts


Part II

Chap 5 - Demographic Dimensions Of Global Consumer Markets (Skim The Chapter)

Chap 6 - Final Consumers And Their Buying Behavior

 


3

Apr 8

Chap 7 - Business And Organizational Customers

And Their Buying Behavior

Chap 4 - 

KT – Define 1 term

Q&P -

Answer any 2 questions; including 1 from #9-18.

CMP –

Answer all three questions.

 

Chap 6

KT – Define 2 terms

Q&P -

Answer any 3 questions, including 1 from #10-15.

CMP –

Answer both questions.

HW 22 pts

HW 24 pts.


Part II

Chap 8 - Improving Decisions With Marketing Information

 


4

Apr 15

Chap 9 - Elements Of Product Planning For Goods And Services

Chap 7

KT – Define 2 terms

Q&P -

Answer any 3 questions, including 1 from #9-16.

CMP –

Answer the single question with an explanation of your viewpoint.

Chap 8

KT – Define 1 term

Q&P -

Answer any 3 questions, including 1 from #11-21.

CMP –

Answer questions (a.) and (b.)

HW 20 pts

HW 22 pts.


Part II

Chap 10 - Product Management And New-Product Development

 


5

Apr 22

Chap 11 - Place And Development Of Channel Systems

Chap 9

KT – Define 1 terms

Q&P

Answer Question 18 plus one additional.

CMP –

Answer parts (a.), (b.), and (c.)

 

Chap 10

KT – Define 2 terms

Q&P -

Answer Question 1 plus 2 others.

CMP –

Answer part (a.)

HW 22 pts

HW 20 pts


Part II

Chap 12 - Distribution Customer Service And Logistics

 

 

Mid-Term Exam!

180 pts

6

Apr 29

Chap 13 - Retailers, Wholesalers, And Their Strategy Planning

Chap 11

KT – Define 2 terms

Q&P -

Answer any two questions, including 1 from #9-15.

CMP –

Answer parts (a.) and (b.)

 

 

Chap 12 – Q&P – Answer any two questions, including 1 from #10-19.

 

CMP –

Answer all three parts.

 

HW 20 pts

HW 20 pts


Part II

Chap 14 - Promotion—Introduction To Integrated Marketing Communications

 


7

May 6

Chap 16 - Advertising And Sales Promotion

Chap 13

KT – Define 1 term

Q&P -

Answer Question 13 plus one additional.

CMP –

Answer parts (a.) and (b.)

Chap 14

KT – Define 2 terms

Q&P -

Answer Question 11 plus one additional.

CMP –

Answer part (a.) and part (c.)

HW 22 pts

HW 20 pts


Part II

Chap 17 - Pricing Objectives And Policies

 


8

May 13

Chap 18 - Price Setting In The Business World

And Their Buying Behavior

Chap 16

KT – Define 2 terms

Q&P -

Answer Question 7.

CMP –

Answer all four parts.

Chap 17

Q&P –

Answer Question 4

HW 20 pts

HW 4 pts


Part II


Final exam!

300 pts

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:3/9/2009 10:54:11 PM