MK491 Seminar in Marketing

for S2J 2010

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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 491 Seminar in Marketing


S2J 2010 DN


Lane, Frank E.


Senior Instructor


MA Management & Supervision,  Central Michigan University
BS Marketing, Southwest Missouri State

Office Location

Not located on campus

Office Hours

6PM - 9PM  M-F  1PM – 8PM S-S

Daytime Phone


E-Mail    Email thru E college site.

Email thru E college site.

Web Page

Semester Dates

March 14, 2010 to May 9, 2010

Class Days


Class Time

5:30 - 9:50 PM


12 hours of marketing or instructor approval

Credit Hours



Strategic Marketing9th Edition McGraw-Hill/Irwin   ISBN 978-0-07-338100-8
Author: David W. Cravens and Nigel F. Piercy
An E-version is available McGraw Hill at a lower price.

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville 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 or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information

Course Description:
MK491 Seminar in Marketing: Intensive studies of selected current issues in marketing through seminars, workshops, and forums. Prerequisite: Twelve hours of marketing or instructor approval. 3:0:3

Educational Philosophy:
This course is a senior level course in marketing. The course assumes you know the concepts of marketing, marketing mix, and the issues involved in setting marketing goals and objectives.  Present and apply advanced marketing concepts/tools/strategies.  

To simulate the work of a Marketing Coordinator/Account Executive.  In addition, the student will complete a group marketing project.

Class Assessment:

Examinations give the student the ability to demonstrate his or her grasp of the information.

A case study shows problem solving expertise.  

The group marketing plan project demonstrates team working, presentation skills, creativity, problem solving and application of marketing principles.  Students will use an interactive template. Most plans average 40 + pages.

Attendance, homework assignments & participation  weekly                            = 100 points

Term Marketing Plan Project   week 7 & 8                                                     =    300 points

Case Study Assignment      week 6                                                                 =    100 points

Midterm Examination week 4                                                                          =    200 points

Final Examination week 8                                                                                =    300 points

            Total points                                                                                        = 1,000 points

Grading Scale

900 - 1000 = A

800 -   899 = B

700 -   799 = C

600 -   699 = D

< 599          = 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:
Assignment/test not turned in by the end of the scheduled class meeting due will result in a 10% grade deduction. If not submitted during the following class meeting, it will no longer be accepted and zero points will be awarded. The student is responsible to communicate with the instructor before the next meeting to learn of assignments made during one's absence.  

If late work is associated with an "excused absence" (agreed to and granted by this instructor) makeup arrangements must be met on time or the student's submission will be classified "late".

Classroom Rules of Conduct:
Use of cell phones in the classroom is prohibited.  This is a case discussion class and rules of etiquette will be discussed the first meeting.

Course Topic/Dates/Assignments:

Class Meeting

Pre-work Assignments

Class Schedule

Meeting - 1
Mar 17

Obtain Text

Study Chapters 1 & 2

Class Schedule:
Chapter 1 - Imperatives for Market-Driven Strategy

Chapter 2 - Markets and Competitive Space

Team Building Workshop, first work session on Marketing Plan

Meeting - 2
Mar 24

Study Chapter 3 & 4
Determine the membership of your Agency and name for your Marketing Plan

Answer assigned question from page 110 or 127

Class Schedule:
Chapter 3 - Strategic Marketing Segmentation

Chapter 4 - Strategic customer Relationship Management

Team Meeting

Meeting - 3
Mar 31

Study Chapter 5 & 6
Begin work on Work on Marketing Plan

Answer assigned question from page 152, 203, or 177

Class Schedule:
Chapter 5 - Capabilities for Learning About Customers and Markets

Chapter 6 - Market Targeting and Strategic Positioning

Answer assigned question.
Team Meeting

Meeting - 4
Apr 7

Study Chapter 7 & 8

Study for Mid term
Answer assigned on page 232 or 266

Class Schedule:
Chapter 7 - Strategic Relationships

               Chapter 8 - Innovation and New Product Strategy


Meeting - 5
Apr 14

Study Chapter 9 & 10
Work on Marketing Plan

Answer assigned question on page 315 or 343

Class Schedule:
Chapter 9 - Strategic Brand Management

Chapter 10 - Value Chain Strategy

Work session on Marketing Plan

Meeting - 6
Apr 21

Study Chapter 11 & 12

Complete Case Study Assignment
Work on Marketing Plan

Answer assigned question on page 370 or 394

Class Schedule:
Chapter 11 - Pricing Strategy

Chapter 12 - Promotion, Advertising, and Sales Promotion Strategies

Turn in assigned Case Study

Meeting - 7
Apr 28

Study Chapter 13 & 14
Complete marketing plan

Answer assigned question on page 416 or 470

Class Schedule:
Chapter 13 - Sales Force, Internet, and Direct Marketing Strategies
Chapter 14 - Designing Market-Driven Organizations
Turn in Team Marketing Plan (ink on paper & digital versions)

Meeting - 8
May 5

Read Chapter 15
Study for Test
Prepare portion of presentation

Class Schedule:
Chapter 15 - Marketing Strategy Implementation and Control

Marketing Plan Presentations
Final Examination

Attendance mandatory for class meeting #8

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 2009-2010 Undergraduate Catalog Page 92

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: .


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Last Updated:2/16/2010 10:11:29 PM