MK 351 Principles of Marketing
S2E 2009 PE
Education Center Camp Pendleton
By Appointment, preferably on class evenings
03-23-09 to 05–17-09
4:45 - 10:10 PM
Basic Marketing w/Student CD (Hardcover)
by Jr., William D. Perreault, E. Jerome McCarthy, Joseph P. Cannon
Published by McGraw-Hill/Irwin; 16th edition
Textbooks can be purchased through the MBS bookstore
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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.
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
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 RubricClass Assessment:
Attendance: 6% 60
Homework 28% 280
2 Case Reports/Presentations 18% 180
(6% and 12%)
Mid-Term Examination: 18% 180
Final Examination 30% 300
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
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.
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!
Material to Cover
Course Introduction and Overview
Chap 1 - Marketing's Value To Consumers, Firms, And Society (Skim The Chapter)
Chap 2 - Marketing Strategy Planning
Attendance (each time)
(excl. 1st class of 4 pts)
Chap 3 - Focusing Marketing Strategy With Segmentation
Chap 4 - Evaluating Opportunities In The Changing
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.
Answer Question #2;
Answer all 4 questions.
HW 24 pts
HW 20 pts
Chap 5 - Demographic Dimensions Of Global Consumer Markets (Skim The Chapter)
Chap 6 - Final Consumers And Their Buying Behavior
Chap 7 - Business And Organizational Customers
And Their Buying Behavior
Chap 4 -
KT – Define 1 term
Answer any 2 questions; including 1 from #9-18.
Answer all three questions.
Chap 6 –
KT – Define 2 terms
Answer any 3 questions, including 1 from #10-15.
Answer both questions.
HW 22 pts
HW 24 pts.
Chap 8 - Improving Decisions With Marketing Information
Chap 9 - Elements Of Product Planning For Goods And Services
Chap 7 –
Answer any 3 questions, including 1 from #9-16.
Answer the single question with an explanation of your viewpoint.
Chap 8 –
Answer any 3 questions, including 1 from #11-21.
Answer questions (a.) and (b.)
HW 22 pts.
Chap 10 - Product Management And New-Product Development
Chap 11 - Place And Development Of Channel Systems
Chap 9 –
KT – Define 1 terms
Answer Question 18 plus one additional.
Answer parts (a.), (b.), and (c.)
Chap 10 –
Answer Question 1 plus 2 others.
Answer part (a.)
Chap 12 - Distribution Customer Service And Logistics
Chap 13 - Retailers, Wholesalers, And Their Strategy Planning
Chap 11 –
Answer any two questions, including 1 from #9-15.
Answer parts (a.) and (b.)
Chap 12 – Q&P – Answer any two questions, including 1 from #10-19.
Answer all three parts.
Chap 14 - Promotion—Introduction To Integrated Marketing Communications
Chap 16 - Advertising And Sales Promotion
Chap 13 –
Answer Question 13 plus one additional.
Chap 14 –
Answer Question 11 plus one additional.
Answer part (a.) and part (c.)
HW 22 pts
Chap 17 - Pricing Objectives And Policies
Chap 18 - Price Setting In The Business World
Chap 16 –
Answer Question 7.
Answer all four parts.
Chap 17 –
Answer Question 4
HW 4 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.
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:3/9/2009 10:54:11 PM