MK 411 Marketing Management
F2J 2009 DN
Lennard, Donald H.
Adjunct Instructor-Business Department
B.S. Truman State UniversityMBA-Avila UniversitySeries 65 License Holder
October 19th-December 12th 2009
5:30 - 9:50 PM
MK 351 - Principles of Marketing
Textbook: Marketing Management. Peter J. Paul, 9th Edition (2009). ISBN-10 0-07-338-113-6
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My philosophy as an instructor is centered on a belief that lessons are taken, not given and that the student ultimately bears significant responsibility for learning. To help facilitate learning I will expose students to a variety of teaching tools and methods including lectures addressing part of the text, assigned readings, quizzes, examinations, web searches, videos while also focusing on current events in Marketing Management. Critical thinking and correct application of terminology are a particular focus areas of this course.
Learning Outcomes: Core Learning Outcomes
Class Assessment: The course emphasizes case studies, examinations and the development of a marketing plan.
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 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.
Classroom Rules of Conduct:
Chapter 14 – Elements of a Marketing Plan
Week 2: Chapter 3 – Market Potential/Market Demand/Market Share
Chapter 4 – The Customer Experience and Value Creation
Video: Stealth Marketing
HBR Case: XM Satellite Radio (9-504-009)
Week 3: Chapter 5 – Market Segmentation
Chapter 6 – Competitor Analysis
HBR Case: Hilton HHonors Worldwide: Loyalty Wars (9-598-116)
Week 4: [Mid-term test on Chapters 1-8]
Chapter 8 – Value Based Pricing and Pricing Strategies
Week 5: Chapter 9 – Marketing Channels
Chapter 10 – Marketing Communication and Customer Response
HBR Case: Callaway Golf (HBS 9-501-019)
Week 6: Chapter 12 – Offensive Strategies
Chapter 13 – Defensive Strategies
HBR Case: Dell On-Line (HBS 9-598-116)
Week 7: Marketing Plan Presentations
Video: SUV Marketing
Chapter 11 – Portfolio Analysis
Week 8: [Final test - Comprehensive]
Supplemental information will be communicated by e-mail. It is
essential that you regularly check your Park PirateMail account.
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 2009-2010 Undergraduate Catalog Page 92
Attendance Policy:Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.
Park University 2009-2010 Undergraduate Catalog Page 95
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 .
Additional Information:As a life long learner I am looking forward to meeting and working with all of you.
Last Updated:9/19/2009 8:13:34 PM