MK411 Marketing Management

for F2J 2009

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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.


MK 411 Marketing Management


F2J 2009 DN


Lennard, Donald H.


Adjunct Instructor-Business Department


B.S. Truman State University
MBA-Avila University
Series 65 License Holder

Office Location


Office Hours


Daytime Phone


Other Phone



Semester Dates

October 19th-December 12th 2009

Class Days


Class Time

5:30 - 9:50 PM


MK 351 - Principles of Marketing

Credit Hours


Marketing Management. Peter J. Paul, 9th Edition (2009). ISBN-10 0-07-338-113-6

Additional Resources:

Consider using more than Google and Wikipedia (which is not recognized as a scholarly source - even by its founder!).  Parallel search engines and Park University resources should also be considered for additional background.
The Marketing section of the Wall Street Journal is typically an excellent resource.

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.
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Resources for Current Students - A great place to look for all kinds of information

Course Description:
MK411 (BA411) Marketing Management: (See BA411). 3:0:3

Educational Philosophy:

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

  1. Examine the application of the major functions of marketing management
  2. Examine the role of marketing managers in developing marketing strategies
  3. Discuss the role of marketing research and gathering information
  4. Discuss the concepts of creating customer value and building customer loyalty
  5. Identify the underlying theory that differentiates consumer and business markets
  6. Explain the importance of creating brand equity and marketing decision making
  7. Discuss brand positioning as it relates to the competitive environment
  8. Compare and contrast pricing strategies with new and existing market offerings
  9. Examine value networks and integrated marketing communications
  10. Summarize the factors affecting internal and external communications
  11. Examine the management of advertising and promotion and their role in marketing management
  12. Identify and discuss long-term growth marketing strategies and their place in global markets
  13. Analyze and discuss factors affecting the management of the marketing organization

Core Assessment:
A comprehensive examination involving the analysis of two case studies is the chosen assessment device for the Marketing Management course. This assessment 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 15 minutes reading each case and about 45 minutes for each case developing an essay that addresses the core outcomes relative to the information presented for each organization. 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.

Class Assessment:
The course emphasizes case studies, examinations and the development of a marketing plan. 


Case studies (prepare/present/discuss)   400 points total
Mid-Term                                             150 points total
Marketing Plan                                      150 points total
Final                                                      300 points total
Total for Course                                   1000 points
Grading Scale:
90-100%    =   A
80-89%      =   B
70-79%      =   C
60-69%      =   D
<60%         =   F

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.

Late Submission of Course Materials:
Permitted within 48 hours with a corresponding grade penalty of 50%.

Classroom Rules of Conduct:

Respectful and courteous at all times. Criticism should be directed at ideas, not individuals.
Be on time. Turn your cellphone/Blackberry off unless an emergency situation dictates otherwise.

Course Topic/Dates/Assignments:

Week 1: Chapter 1 – Consumer Focus and Managing Customer Loyalty
Two Video(s): Costco; A Different Kind of Grocer (Whole Foods)
Chapter 2 – Market Performance and Profitability

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 7 – Product Positioning, Branding and Product Line Strategies
Video: The Star of Starbucks

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 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.

  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 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: .

Additional Information:
As a life long learner I am looking forward to meeting and working with all of you.


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Last Updated:9/19/2009 8:13:34 PM