MK491 Seminar in Marketing

for S2T 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


S2T 2010 DL


Raymond, Sparkle G.




BS in Business Administration
BA in Psychology with minor in Sociology

Office Location


Office Hours


Daytime Phone


Other Phone

540-657-9354 hm  540-273-5489 cell


Semester Dates

March 15 thru May 9, 2010

Class Days


Class Time



Twelve hours of marketing or instructor approval. 3:0:3

Credit Hours



Strategic Marketing
9th Edition  McGraw-Hill/Irwin
ISBN 978-0-07-338100-8
Author: David W. Cravens and Nigel F. Piercy

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.
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FAQ's for Online Students - You might find the answer to your questions here.

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

Educational Philosophy:
My educational philosophy is one of interactiveness based on lectures, readings,quizzes, dialogues, examinations, internet, web sites and writings.  Each learner will be engaged in what is referred to as disputatious learning to encourage lively exploration of ideas, issues and contradictions as it applied to todays economy.

Class Assessment:
Class Assessment will be based on examinations, homework assignments, and case studies.


Homework assignments for weeks 1, 2, 3, 4, 5, 6,  and 7 work 40 points each    =    280 points
Case study week 3 worth 100 points and week 7 worth 120 points                     =    220 points
Midterm week 4   worth 200 points                                                                    =    200 points
Final week 8 worth 300 points                                                                            =    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:
Homeworks assignments submitted at the deadline will be deducted 5% for the first week assginments more than two weeks old will be deducted 15%.

Classroom Rules of Conduct:
Students are to conduct themselves in a professional and courteous manner at all times.

Course Topic/Dates/Assignments:

Read the following chapters as assigned each week
Week  1 -  Chapter 1 - Imperatives for Market-Driven Strategy
                  Chapter 2 - Markets and Competitive Space
                  Answer one question from page 24 or 72 not already answered by another peer
Week 2 -  Chapter 3 - Strtegic Marketing Segmentation
                 Chapter 4 - Strategic customer Relationship Management
                 Answer one question from page 110 or 127 not already answered by another peer
Week 3 -  Chapter 5 - Capabilities for Learning About Customers and Markets
                Chapter 6 - Market Targeting and Strategic Positioning
                Answer one question from page 152, 203, or 177 not already answered by another peer
                Answer case stude 2-4 on page 177
Week 4 - Chapter 7 - Strategic Relationships
               Chapter 8 - Innovation and New Product Strategy
               Answer one question on page 232 or 266
Week 5 - Chapter 9 - Strategic Brand Management
                Chapter 10 - Value Chain Strategy
                Answer one question on page 315 or 343 not already answered by another peer
Week 6 - Chapter 11 - Pricing Strategy
                Chapter 12 - Promotion, Adveertising, and Sales Promotion Strategies
               Answer one question on page 370 or 394 not already answered by another peer
Week 7 - Chapter 13 - Sales Force, Internet, and Direct Marketing Strategies
               Chapter 14 - Designing Market-Driven Organizations
               Answer one question on page 416 or 470
               Answer the questions on case study 4-4 Hewlett-Packard Co.  p.439
Week 8 - Chapter 15 - Marketing Strategy Implementation and Control

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.
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: .


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Last Updated:3/2/2010 10:36:17 AM