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MK 411 Marketing Management
Bernier, Cheryl L.


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 411 Marketing Management

Semester

S2T 2010 DL

Faculty

Bernier, Cheryl L.

Title

Senior Instructor

Degrees/Certificates

MBA, University of Massachusetts
Master Online Teacher, University of Illinois

Office Location

Albuquerque, New Mexico

Office Hours

By phone or email, any time

Daytime Phone

(505) 797-0757

E-Mail

Cheryl.Bernier@park.edu

clbernier@comcast.net

Semester Dates

S2T 2010, March 15 - May 9, 2010

Class Days

TBA

Prerequisites

MK 351 - Principles of Marketing

Credit Hours

3


Textbook:
Marketing Management, 13th edition, 2009, Kotler and Keller, Pearson Prentice Hall.

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/.
Advising - Park University would like to assist you in achieving your educational goals. Please contact your Campus Center for advising or enrollment adjustment information.
Online Classroom Technical Support - For technical assistance with the Online classroom, email helpdesk@parkonline.org or call the helpdesk at 866-301-PARK (7275). To see the technical requirements for Online courses, please visit the http://parkonline.org website, and click on the "Technical Requirements" link, and click on "BROWSER Test" to see if your system is ready.
FAQ's for Online Students - You might find the answer to your questions here.


Course Description:

Study of the theoretical foundations, the methods and the environment of marketing management.  Topics include:  consumer behavior, product policy, channel management, pricing, and promotion. 

Educational Philosophy:
Welcome to Marketing Management!  Through weekly readings, discussions, videos, and quizzes,  you will be exposed to the factors faced by a marketing manager.  We will be working on a marketing plan every week, as well.  I will serve as your facilitator and will encourage you to take responsibility for your learning processes.

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 final exam is the chosen assessment device for the Marketing Management course.  The exam will be held during the last week of the course during an eight week course or during finals week if the course is a 16 week course.     This test will count for at least 20% of your grade.

Class Assessment:

The three most important grading criteria for your work will be breadth, depth, and application/synthesis of course concepts. For purposes of this course, the following definitions will apply to each of these terms: Breadth (B): Refers to the "number" of chapter and lecture concepts that you apply to the homework questions, conference postings, and report. Depth (D): Refers to the degree you provide "detailed" analyses to the homework questions, conference postings, and report. Application/Synthesis (A): Refers to the chapter and lecture concepts and higher order thinking you "apply" to your homework questions, conference postings, and report. You can accomplish this by referencing page numbers, concepts such as market segmentation, etc. and utilizing higher order thinking. You are more than welcome to contact me any time you wish to discuss your grades-to-date. 
 
IMPORTANT!! Your grade for each discussion posting will be determined not only by the "B-D-A" of your postings, but also by your positive responses to the postings of your fellow classmates. Please respond to at least two postings of other students for each discussion. Failure to do so will result in a loss of five points for each discussion assignment you post in the Discussion Area.

Grading:

 You will be provided access to your grades throughout the term. Course grades will be based on a weighted composite of performance evaluations in the areas contained in the following table: Note:  All work will be graded with respect to depth, breadth, and 'application' of responses.  

Course Assignments
  • Quizzes:  Each week, you will take a short online quiz to assess your knowledge of the chapter content.  The quizzes range in point value from 18-20.

  • Discussions:  Discussions are assigned during weeks 1, 2, 3, 5, 6, and 7 and can be located in the Discussion Area for the weeks they are assigned.
  • Exam 1:  Exam 1 is due at the conclusion of Week 4.

  • Final:  Taken during week 8.

  • Marketing Plan:  The core project in this class is the creation of a marketing plan.  You will be working individually on your plan on a continual basis throughout the term. The marketing plan will be handed in during week 8.

Grading:

Point and Corresponding Percentage Assignments

Item Points Percentage of Grade
Discussions (6@25) 150 15%
Quizzes (weekly) 150 15%
Marketing Plan 200 20%



Exam 1 200 20%
Final 300 30%



Total 1000 Points 100%

Grading Scale

A =  900 -- 1000 points

B =  800 -- 899 points

C =  700 -- 799 points  

D =  600 -- 699 points  

F =  < 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 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:
Assignments submitted from 1-7 days late will automatically be docked 10%.  Assignments submitted more than 7 days late will not be accepted without the prior approval of the instructor.

Classroom Rules of Conduct:
Students are expected to adhere to the rules of "netiquette" when communicating with each other and with the instructor.

Course Topic/Dates/Assignments:

Week 1 Activities:

Readings:  Read Chapter 1 and Chapter 2.  Review the chapter powerpoints.

Discussion:  Complete the questions listed in Discussion 1.

Assignments:  Market Plan 1 - This document will be used in the development of your final market plan.  You do not hand in the weekly marketing plan worksheets.  Instead, you use these as the basis for your marketing plan.  You are to work on your plan weekly, and turn in the entire plan by Friday of week 8.

Video:  Watch the Marriott Video.  
 
Introductions: Please introduce yourself to your classmates and the instructor in the Introductions. Due: Sunday at midnight CST.

Quizzes:  Take the quiz which covers the materials in Chapter 1 and Chapter 2.  The quizzes DO count, so be sure to read the chapters first!


Week 2 Activities:

Readings: Read Chapter 3 and Chapter 4.  Review the chapter powerpoints.

Discussion: Complete the questions listed in Discussion 2.

Assignments: Market Plan 2 -
This document will be used in the development of your final market plan.  Remember to work on your marketing plan weekly.  Use this document as a guide as to what you should be covering this week.

Video: Watch the Hasbro Video. 

Quiz: Take the quiz which covers the materials in Chapter 3 and Chapter 4. 


Week 3 Activities:

Readings: Read Chapters 5, 6, 7 & 8. Review the chapter powerpoints.

Discussion: Complete the questions listed in Discussion 3.

Assignments: Market Plan 3 -
This document will be used in the development of your final market plan.  Continue to work on your marketing plan.  Be sure to work every week on this very important assignment.  DO NOT wait until the end of the course to start this assignment! 

Video: Watch the Federated Direct Video. 

Quizzes: Take the quiz over the materials in Chapters 5, 6, 7, & 8. 
 

Week 4 Activities:

Readings: Read Chapters 9, 10 & 11. Review the chapter powerpoints.

Discussion: Complete the questions listed in Discussion 4.

Assignments: Market Plan 4 -
This document will be used in the development of your final market plan.  Continue working on your marketing plan!  Compile all weekly input to submit during week 8.

Quiz: Take the quiz, which covers matrerials taken from text Chapters 9, 10, & 11. 

Midterm Exam:  Due in Week 4

Week 5 Activities:

Readings: Read Chapters 20, 12, 13, & 14. Review the chapter powerpoints.

Discussion: Complete the questions listed in Discussion 5.

Assignments: Market Plan 5 - This document will be used in the development of your final market plan.  Continue to work on your marketing plan so that it is ready to submit during week 8.

Video: Watch the Motorola Video.  

Quizzes: Take the quiz over the materials covered in Chapters 12, 13, 14, and 20.

Week 6 Activities:

Readings: Read Chapters 15, 16, & 17. Review the chapter powerpoints.

Discussion: Complete the questions listed in Discussion 6.

Assignments: Market Plan 6 - This document will be used in the development of your final market plan.  You should be well on your way to completing the marketing plan at this point!


Video: Watch the NFL Video.  

Quizzes: Take the quiz over the materials in Chapters 15, 16, & 17.

Week 7 Activities:

Readings: Read Chapter 19 and Chapter 18. Review the chapter powerpoints.

Discussion: Complete the questions listed in Discussion 7.

Assignments: Market Plan 7 - This document will be used in the development of your final market plan.


Quizzes: Take the quiz over the materials in Chapter 19 and Chapter 18.

Week 8 Activities:

Readings: Read Chapter 21 and Chapter 22. Review the chapter powerpoints.

Discussion: Complete the questions listed in Discussion 8.

Assignments: Market Plan Due by FRIDAY of week 8.

Quizzes: Take the quiz over the materials in Chapter 21 and 22.

Final Exam:  Due in Week 8

This will be a closed book, closed note examination.  You will be given 2 hours to test.  The exam must be taken in person before the end of the this week at one of the Park University sites around the country or at an alternative location approved by the University where Park University sites are not available. It will be the responsibility of the student to arrange for a proctor who will be accepted and approved by the instructor. Park University site administrators or adjunct faculty are preferred, but K-12 school officials or senior personnel at the place of employment are usually acceptable. For the proctored examination, photo identification is required. A proctor information form will be provided.

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:
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.
ONLINE NOTE: An attendance report of "P" (present) will be recorded for students who have logged in to the Online classroom at least once during each week of the term. Recording of attendance is not equivalent to participation. Participation grades will be assigned by each instructor according to the criteria in the Grading Policy section of the syllabus.

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 .

Copyright:

This material is protected by copyright and can not be reused without author permission.

Last Updated:2/28/2010 12:31:14 PM