Nicolas Koudou, PhD
Associate Professor of Business Administration
Mackay Rm.30-Main Campus
Monday-Thursday & Friday (9:00-11:00am & 2:00-4:00pm)
Tuesday & Wednesday (9:00-11:00pm and by appointment)
816 584-6291 or (816) 420-8821 (not later than 10:30 p.m.)
Principles of Marketing (MG351)
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
Park University will be a renowned international leader
in providing innovative educational opportunities for learners within the global
The analysis, planning, implementation, and control of
marketing programs designed to achieve the organizational objectives of
potential consumers. Decision making in organizations dealing with consumer
markets is provided. Important insights from the behavioral sciences are
considered in light of decision objectives to develop capability in creation and
management of consumer-oriented marketing campaigns.
The responsibilities and
role of faculty are to (1) be a role model for your students and an excellent
teacher possible. This means that Professor must have a foundation of basic
knowledge and to be able to starve for the latest findings and theories in the
areas of his/her expertise, to be able to prepare and deliver stimulating and
informative lectures, for maintaining high standards, guiding and facilitating
students learning process in any way necessary. Thus, a faculty member must be
able to enhance free expression in and out of classroom toward the pursuit of
Explain the role of marketing in society and in corporate
Discuss market- driven strategies and show how they
affect corporate world
Define and discuss the Michael Porter five-force model to
evaluate competition and help corporate develop a competitive advantage
Use the “SWOT” analysis model to understand the marketing
Strategic Marketing, by David Cravens, 7th edition,
Marketing, Annual Editions 04/05
“Academic Honesty is
required of all members of a learning community. Hence, Park will not tolerate
cheating or plagiarism on tests, examinations, papers or other course
assignments. Students who engage in such dishonesty may be given failing grades
or expelled from Park.”
or imitation of the language or ideas of another person and presenting them as
one’s original work—sometimes occurs through carelessness or ignorance.
Students who are uncertain about proper documentation of sources should consult
Instructor is required to
keep attendance records and report absences. The instructor may excuse absences
for cogent reasons, but missed work must be made up within the term of
enrollment only with your instructor’s permission. Work missed through
unexcused absences must also be made up within the term of enrollment, but
unexcused absences may carry further penalties. In the event of two consecutive
weeks of unexcused absences in a term of enrollment, the student will be
administratively withdrawn, resulting in a grade of “F”. An Incomplete will not
be issued to a student who has unexcused or excessive absences recorded for a
course. Students receiving Military Tuition Assistance (TA) or Veterans
Administration (VA) educational benefits must not exceed three unexcused
absences in the term of enrollment. Excessive absences will be reported to the
appropriate agency and may result in a monetary penalty to the student. Reports
of F grade (attendance or academic) resulting from excessive absence for
students receiving financial assistance from agencies not mentioned above will
be reported to the appropriate agency.
LATE SUBMISSION OF
will be rejected and a grade of “zero” will be assigned.
Instructions will consist of discussion sessions and
students oral presentation. One or
two-to-three- person teams will be formed early in this
course. Each team of students will give a 40-minute interactive oral
presentation analyzing cases, final project and/or selected chapters’
presentation. The team will need to answer questions from the class during and
after the presentation. There is no written report to accompany the cases and
chapters’ presentation, although your team will want to use handouts,
PowerPoint, and/or overheads.
While the writing
mini case studies are used extensively to develop skills in analytical and
critical thinking assessing threats, opportunities, strengths and
weaknesses of a business, which form the basis for formulating
appropriate strategies, the oral case studies must explain the
competitive forces that affect the industry and/or market segment (i.e.,
rivalry among existing firms, threat of new entrants, threat of
substitute products, bargaining power of suppliers, bargaining power of
customers). A group project resulting in a business plan is a
major part of the course requirements, providing opportunities for critical
examination of the material covered. .
Group Project (due on October
Each student is required to turn in at least two-
written case analysis and article summary during the semester. To be acceptable
the case analysis must include an overview or introduction, the SWOT,
recommendations and references or structured questions must be neatly
answered. Failure to do so indicates incomplete and inadequate work.
Students are required to be
on time and to attend all class meetings. In addition, any student who misses
three classes, regardless of whether or note the absence is excused will be
administratively withdrawn. All the written assignments and class presentations
must be done professionally.
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 American with Disabilities Act of 1990, regarding students with
disabilities and, to the extent 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:
(based on group performance) 35
(based on individual performance)
Note: this syllabus is
subject to change at any time the instructor finds it necessary
Come up with a hypothetical
company. The business plan must contain but not limited to the following:
In one- to three-page summary,
describe the company’s products/services, their user benefits, and evidence of
their acceptance by customers; management’s qualifications and major
accomplishments; the amount of and uses for capital required; investor benefits;
market size and growth rate; and the identity of the company’s market niche.
Date of Submission
Full legal name of the company
Address of home office
Date business was established
Describe the company’s original
product/service line and any subsequent changes that have been made.
Provide the following information
about each of the company’s products/services: distinctive characteristics that
will allow the company to successfully compete with larger and better
capitalized companies, susceptibility to obsolescence, overwhelming economic
justification, estimated length, and current phase of “product life cycle”.
Discuss the future potential of
all promising new products/service that the company is now developing.
What are the advantages and
disadvantages of the company’s present locations (e.g., proximity to customers,
suppliers, labor, energy sources, transportation, tax breaks, and special
What is the company’s legal
structure (e.g., proprietorship, partnership, and corporation)?
In what state is the company
In what states is the company
licensed to do business as a foreign corporation?
For each officer of the company,
please provide the following information: name, years of experience in the
company’s industry, responsibilities/functions of positions with company;
salary, bonus, ownership interest in the company; relevant qualities,
achievements, track record, and education.
What are the strengths and
weaknesses of the company’s management team and its board of directors?
Explain how the company will add
capable members to its management team.
Explain how will the management
team grow and continually improve itself.
Provide an organization chart that
reflects the company’s management hierarchy.
Core competency and Sustainable
Situation Analysis (SWOT)
Define the approximate size, in
units and dollars, of the target market for each of the company’s
Provide management’s estimate of
the company’s market share and associated industry rank for both the last three
years (actual) and the next three years (projected).
What has been the growth and
profitability history of the industry, and what are its future prospects? If
the projected growth rate exceeds the historical growth rate, discuss the major
factors behind the company’s assumptions (e.g., technological breakthroughs,
lower production costs that can be passed on to customers).
In which geographic areas are the
company’s sales concentrated?
Please explain why customers have
purchased/will purchase the company’s products/services. What benefits do your
products/services offer to your customers (e.g., quality, service, price,
styling, convenience, and improved technology)? What previously unsatisfied
customer needs do the company’s products/services fulfill?
How will the company’s
products/services be marketed (i.e., pricing, promotion, advertising, trade show
participation, distribution channels/sales organization, customer
service/warranty program, return privileges)?
Explain the competitive forces
that affect your industry and/or market segment (i.e., rivalry among existing
firms, threat of new entrants, threat of substitute products, bargaining power
of suppliers, bargaining power of customers).
Define your major competitors’
future goals, current strategies, and assumptions about the industry/
Compare the company’s strengths
and weaknesses with those of its major competitors.
Provide an analysis of how the
company’s management plans to capitalize on competitors’ weaknesses and how it
will counteract competitors’ strengths. Understanding the competitions’
strengths and weaknesses, as well as your own, is a key to defending your market
share, uncovering market opportunities, and developing an effective unique
Explain how the company
differentiates/will differentiate its products/services from the competitions.
Describe how your company will
monitor the competition on the continual basis.
(demographic, household composition etc.)
Define how the company will sell
its products/services (e.g., executive selling, in-house sales force, sales
representatives, distributors, direct mail, and retailers). Provide economic
justification for your choice of selling methods.
Compare actual sales with the
targeted values set in the plan and taking appropriate actions. Describe a
contingency plan for alternative actions, depending on how successful the entry
into a new market turns out to be.
Final Project discussion
Labor Day: No Classes
Chapters 1; 2 and 3 Presentation:
teams 1;2 &3
Read article 06: Annual
Chapters 7; 8& 13 Presentation:
Read article 07: Annual
Note: this schedule will be adjusted if necessary without notice
Text Book – Case 1-1
After reading Nokia case at page 61, answer the following questions:
1. Analyze Nokia’s distinctive capabilities for competing in its product
2. Identify and examine the strategy issues confronting Nokia resulting from
from Annual Editions Marketing 04/05
Summarize article-1 (from Annual
Editions: Marketing 04/05): The Next 25 Years by Alison Stein Wellner
Text Book – Case 2-2
Answer the following questions regarding Nike Inc. case at
1. Is Nike a market-oriented company?
2. Define and describe the product markets of interest to Nike’s management,
indicating how well the firm’s distinctive capabilities match customer’s value
requirements in each market segment.
Article from Annual
Editions Marketing 04/05
Summarize the article-17 (from Annual Editions: Marketing
04/05): A beginner’s guide to Demographics by Berna Miller.
Due on October 04
Case from Text Book – Case
Answer the following questions regarding McDonald’s case at
a. Discuss the challenges confronting McDonald’s in the fast food market.
b. What are the new product strategy alternatives that McDonald’s should
evaluate? What strategy you recommend?
Article from Annual Editions:
Summarize article-16 (from Annual Editions Marketing -
current edition): Surviving Innovation by Kevin J. Clancy and Peter C. Krieg
Students must type (double-spaced)