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MK 351 Principles of Marketing
Everett, Ray


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 351 Principles of Marketing

Semester

S1T 2010 DLA

Faculty

Dr. Ray Everett

Title

Senior Professor

Degrees/Certificates

Doctor of Business Administration
Master of Arts / Master of Science / Master of Public Administration
Bachelor of Arts

Office Location

Tucson, AZ and Salem, OR (and online)

Office Hours

Online and by telephone appointment

Daytime Phone

Available by appointment

E-Mail

Ray.Everett@park.edu

Semester Dates

January 11 to March 7, 2010

Class Days

Online

Class Time

Online

Credit Hours

3


Textbook:

Perreault,Jr., William, Joseph Cannon, and Jerome McCarthy.  Basic Marketing: A Marketing Strategy Planning Approach. 17th ed. NY: McGraw-Hill Irwin, 2009.  ISBN:  978-0-07-338105-3 (Do not use an International or earlier version)

NOTE: There is also an online book available at: http://www.coursesmart.com/0077271378It is important and your responsibility to have the correct textbook before the course begins.

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 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:
MK351 Principles of Marketing: Examines factors relevant to the marketing mix (product, promotion, distribution, and price) and to marketing management. 3:0:3

Educational Philosophy:

As an upper-division university level course, it expects and requires individual, self-motivated, critical thinking from adult students.  Your professor believes in giving detail attention to each student with feedback so that the student understands and succeeds in the course if it is seriously approached. This process mandates individual initiative and application to the study of the subject materials and the learning from mistakes made during the process.  To assist with progress, the professor believes in being closely attuned to each student's activities daily and is readily available via course postings, email, or telephone.

However, success demands an intellectual effort of initiative and self-discipline in studying the text, lectures, and power points, learning how to analyze business cases, taking two examinations, performing all assignments, and participating in discussions. Students MUST exercise self-discipline and must have all work turned in on time just as they would be required to do if their where the marketing manager.
 

The four basic goals of this course are to provide you with:
> A overall introduction to marketing concepts,
> An understanding of the role of marketing in society and in business,
> An understanding of the factors that influence marketing decisions, and
> The development of an insight regarding product, price, promotion, and location that support a target market.

Learning Outcomes:
  Core Learning Outcomes

  1. Explain the importance of the marketing mix.
  2. Describe and analyze the marketing management functions.
  3. Explain the elements of a marketing plan.
  4. Describe the stages of the product life cycle.
  5. Explain and analyze the advantages and disadvantages of entering international markets.
  6. Explain the impact of e-commerce on the marketing functions.


Core Assessment:

A comprehensive final exam is the chosen assessment device for the Principles of Marketing 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.

Link to Class Rubric

Class Assessment:
The class assessment for this course will be comprised of Case Analyses, Internet Exercises, responses to Discussion Questions, Discussion Comments, two Written Reports, a Midterm Examination, and a Comprehensive Case Analysis Final Examination. 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: Overall (O) which refers the general quality of the assignment in total, Breadth (B), which refers to the "number" of chapter and lecture concepts that are applied to the assignment postings, Depth (D), which refers to the degree of detail provided or analyzed, and Application/Synthesis and (A), which refers to the chapter and lecture concepts applied. These criteria are accomplished by utilizing higher critical thinking beyond the minimum.

Grading:

Each week no later than the following Tuesday, your professor will provide grades for the assignments completed during the previous week with feedback in the Gradebook. 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 O, B, D, and A and the grading rubrics that have been provided herein.)

 

Assessments

Weekly

Type text here

Max

Tota

Type text here
l Points

Percentage

Due Dates

 

Participation

Continual basis

50

5%

Assessed for all 8 wks and not posted until Wk 8


Homework (chapter questions and Internet Exercises)

Up to
20

 

160

16%

Week 1 - 8

 

Discussion (six mini-cases)

Up to

40

240

24%

Weeks 1 – 6 

 

Discussion Comments (part of Discussion)

Up to 5 pts added top Disc

(30 pts – included in Discussion)


Weeks 1 - 6


Report # 1


50

5%

Week 3


Report # 2


100

10%

Week 7


MidTerm Exam (
due by Saturday of Week 4)


100

15%

Week 4


Final Exam (Proctored)


300 (includes O&A)

30%

Week 8

Total


1000

100%

Eight Weeks


Optional Observation and Application (extra credit)

Up to 5 pts added to Final Exam

30

3%

Weeks 1 - 8

 

 


Grading Scale

A =  900 -- 1000 points      B =  800 -- 899 points          C =  700 -- 799 points  
D =  600 -- 699 points        F =  < 600 points

Assignment completed on time will receive feedback from this professor. Students must read all of the feedback posted in order to improve from week to week. A most important part of the grading criteria for work completed is the feedback evaluation of overall quality (O), breadth (B), depth (D), and application/synthesis (A) course concepts. Points received within these criteria will allow students to assess problems and needed improvements, if any. For purposes of this course, the following definitions will apply to each of these terms:

  • Overall (O): Refers to the overall "quality" of the assignment.
  • Breadth (B): Refers to the "number" of concepts from within the chapters and lectures that are applied to the Homework, Discussion, and Reports.  This has to do with the relationships to marketing principles used.
  • Depth (D): Refers to the degree of "detailed" analysis applied to the Homework, Discussion, and Reports.
  • Application/Synthesis (A): Refers to the higher order of critical thinking "applied" to chapter and lecture concepts in the Homework, Discussion, and Reports.

IMPORTANT!!  The grade for each posting will be determined not only by the "O-B-D-A" for the assignments, but also by the general quality of the work. Therefore the points may be more or less than the total of the criteria items as indicated above. One other criterion is that improvement is to be made in assignments each week to receive the same points and previously achieved. You are to also make Discussion Comments (Peer Responses) to two or more Discussion postings by other students by adding information that assist understanding.  More Comments (Peer Responses) are encouraged for a maximum score.  A posting that just states “I agree” or “good job” will receive no points, however, as comments must add something new or critical thinking logic to the post. This assignment is worth up to five participation points per week if additional data or critical thinking has been added.

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.

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:

Each class week is defined as the period of time between Monday at 12:00 am and Sunday 11:59 pm (MST).  All assignments scheduled during a class week must be completed and successfully submitted by the deadline within each assignment week and no extension will be issued except as described below. The weekly Discussion must be posted no later than Friday midnight (MST), the weekly Homework is to be posted by Saturday midnight, and all other assignments are due by Sunday midnight (MST).  Do not post anything after these deadlines as the opportunity to receive credit will have passed.

Work that is late will only be accepted as a result of (1.) an emergency that is beyond the control of the student and (2.) with advance approval and return acknowledgment from the professor.  A request to complete late work must be submitted in advance and must be based on a clear bona fide emergency situation
with verification.  Any event that is within the control of the student will not be approved, such as "my car broke down," or "I had to go to work unexpectedly," or "I was sick," or "my computer or internet connection wasn’t working," etc.  Further, late completions will not be approved if a student could have done the work earlier in the week but waited until the last day and then ran into an emergency situation or Park online was too busy on Sunday night, or the Internet connection went down or the computer stopped working, etc.  Therefore, early completions are highly encouraged. However, with a valid and verifiable emergency, there will still be a 10% late penalty deduction regardless of the approved reason.  There will be no score for late work without advanced emergency approval from the professor.  Please do not wait until the last day for submission and chance an unforeseen circumstance.  Running out of time has nothing to do with being busy, as everyone is busy.  It almost always has to do with setting priorities and exercising self-discipline.

Classroom Rules of Conduct:

Rules:

1.   Self-discipline is extremely important and necessary in this online course. Students are expected to devote a minimum of five hours per week performing in the course, and a minimum of two hours per week must be online within the course threads. This is the same amount as would be spent in a physical classroom. (The professor has access to the time students spend in each unit of the course and will check it regularly.)

2.   The Dropbox area is strictly limited to submitting assignments and receiving professor feedback.  The Dropbox is not to be used for private communications, including messages to the professor. Send personal messages to the professor via email and not in the Dropbox.

3.   Courtesy and online netiquette MUST be used in all communications, private and/or public.  Profanity, crude, ugly or disrespectful language will result heavily loss of Participation Points and potential disciplinary actions.  (The professor may delete or modify any posting that violates this instruction or any other Park University Student Code of Conduct.)

4.   Students must always place their name and subject of the posting at the top of all messages and assignments, including postings in Discussions, Peer Responses, and attachments to the Dropbox.  Submissions without this identification will not be graded.  All assignments are filed in a folder for each student so each submission must be identified.

5.   The grading criteria includes the requirement that improvement and progress in assignments be made each week. There must be some improvement made in order to achieve the same or increased grade points as previously achieved on a particular assignment.

6.   Emails sent to the professor must have the course number and the subject of the email in the "Subject" line of every email.  For example: "SUBJECT:  MK351 – question about..."  Do not just click “Reply” and send an email without this proper information even if that has been a long time habit.

7.   Students will normally submit Homework, Reports, and the Midterm Exams as files uploaded to the computer and routed to the professor as an attachment in the Dropbox.  Do not post assignments in the “Comment” area of the Dropbox.

8.   Students are required to read and follow the assignment feedback from the professor. Not following improvements offered in feedbacks will result in addition reduction of points.  Reading each assignment’s feedback is an assignment of its own that will affect Participation Points.

9.  Announcements are posted regularly to keep students informed of changes and emphasis and must be read or reviewed every time the course is entered.

10. Emails must be read daily either in Park PirateMail or by having them forwarded to your personal email account. Your professor will communicate via announcements, feedbacks, emails, and telephone calls.

11. Any student who wishes to be considered for an “Incomplete” grade must request it before the end of the term and have completed all assignment with a “C” average or higher at the time of the request. An “Incomplete” is not a right, is rare, and must be as a result of extraordinary circumstances beyond the control of the student, and with third-party documentation.

NOTE: It is recommended that students keep electronic copies of all materials submitted in the course until after the end of the term. When posting responses in the course or the Dropbox, please confirm that the thread responses have actually been posted after they are submitted.  You can verify that it has been sent by observing the “Outbox.”

Course Topic/Dates/Assignments:

FOR ALL WEEKS:

DISCUSSION.  In the Discussion threads, all case analysis questions are to be answered in weeks 1, 2, 3, 5, 6 and 8.  These count for up to 35 of the 40 points in Discussion each week for a grade total of 210 points for the term.

DISCUSSION COMMENTS.  Up to an additional five (5) of these 40 points each week are assigned to “Comments” (Peer Responses) and are an integral part of the Discussion assignment.  They are to give additional information or add critical thinking to the initial postings by other classmates.  A minimum of two responses is required each week to achieve the full five points, though more are encouraged.  These points will not be separated from the other Discussion points in the gradebook.

HOMEWORK ASSIGNMENTS: This assignment has the same requirements for weeks one through eight. In each week, there will be two Chapter Questions and the two Internet Exercises. There must be at least 200 words in each answer to meet the definition of being minimally thorough, and each question asked in the case must be retyped before the answer and separated from the next question and answer.

OBSERVATION & APPLICATION (worked by Friday each week).  This strictly optional Observation & Application (O&A) topic is located in the Discussion thread under the down arrow in weeks 1, 2, 3, 5, 6 and 8 and on top in weeks 4 and 7.  This optional assignment is for those who wish to have up to five extra points added to their Final Exam score in Week 8.  This optional assignment must be worked by Friday midnight weekly to receive any points, and then they will not be listed in the gradebook until they are added to your Final Exam in Week 8.

OPTIONAL INTERACTIVE QUIZ.  In many of the weekly Discussion threads there is an Optional Interactive Quiz located under the down arrow.  This is to assist students in preparing for the midterm and final exams.  It is not required and will not be graded.

NOTE FOR EMPHASIS:  Each assignment every week must include answers that relate directly to the weekly text readings.

Week 1:  Marketing's Value to Consumers, Firms and Society, and Marketing Strategy Planning

Readings:

  • Text: Read Chapters 1 and 2
  • Lecture Notes/PPT Overviews for Week 1

Discussion Assignment: Read McDonald's "Seniors" Restaurant, page 648, and post a case analysis to the questions at the end of the case in Discussion under Week 1 Home area. The primary posting is due no later than Friday each week.  Remember to type each question and its answer together before typing and answering a second question.


Discussion Comments (Peer Responses): 
There are to be at least two comments to the analyses posted by others.


Homework:  Answer the two Chapter Questions and the two Internet Exercises listed in this week’s Homework assignment and attach them to the Dropbox as one document by clicking on the Dropbox tab at the top of the course frame and choosing Week 1: Homework.  Remember to type each question and its answer together before typing and answering a second question.


Introductions: An Introduction unit is included under the Course Homepage in which students are to post personal information by answering the questions asked by the end of Week 1. 

Optional Observation and Application: This is an optional assignment each week that is located in the Discussion thread.  It is to be completed no later than Friday midnight to obtain the extra points added to the Final Exam in Week 8. 


Week 2:  Focusing Marketing Strategy with Segmentation and Positioning, and Evaluating Opportunities in the Changing Marketing Environment

Readings:

  • Text: Read Chapters 3 and 4
  • Lecture regarding SWOT
  • Lecture Notes/PPT Overviews for Week 2

Discussion Assignment: Read Harvest Foods, page 648, and post a response to the questions at the end of the case in Discussion under Week 2 Homepage area. Then provide substantive Discussion Comments to posting from other students.

Homework:  Answer the two Chapter Questions and the two Internet Exercises listed in this week’s Homework assignment and attach them to the Dropbox as one document in Week 2: Homework.

Optional Observation and Application: This is an optional assignment that can be completed no later than Friday midnight for extra points.

Proctor Form: The proctor form will be available this week for students to complete and email to their selected proctor. NOTE: It is each student’s responsibility to ensure that a proctor completes the proctor form and submits it correctly so that all parties receive a copy of no later than Week 5 and earlier is encouraged.


NOTE AGAIN:  Each assignment must include the questions with their answers that relate directly to the weekly text readings and/or lectures in the homepage units. 


Week 3: Demographic and Behavioral Dimensions of Global Consumer Markets

Readings:  

  • Text: Read Chapters 5 and 6
  • Lectures regarding Case Analysis Preparation and Format
  • Lecture Notes/PPT Overviews for Week 3

Discussion Assignment: Read Taffe’s Ice Land, page 656, and post a response to the questions at the end of the case in Discussion under Week 3 Home area. Then provide substantive Comments to posting from other students.

Report No. 1: Report No. 1 is due the end of this Week 3. The instructions will be posted in Week 3 Homepages and earlier in Doc Sharing. It is to be in two parts with the first being a summary of your research of a company based on its web page, and the second part being an idea for the creation of your own real or hypothetical company.  The data relating to your own hypothetical company will be used as Part 1 in Report No. 2 due in Week 7 also so it needs to be well thought out. Your report should be separate into two main headings:

          The First Heading, titled: A Report on the Product/Services/Promotional Strategies Offered by XYZ Company (select any company of your choice to report about and use that company's name instead of XYZ Company).           

The Second Heading, titled: My Own Company: AJAX COMPANY (Ajax being the name of your company).

Homework: Answer the two Chapter Questions and the two Internet Exercises listed in this week’s Homework assignment and attach them to the Dropbox at Week 3: Homework.


Week 4: Business and Organizational Customers and Their Buying Behavior And Improving Decisions With Marketing Information 

Readings:  

  • Text: Read Chapters 7 and 8
  • Lecture Notes/PPT Overviews for Week 4

Discussion Assignment:  Discussion this week is only the optional Observation and Application.  If it is worked, up to five points may be added to the Final Exam in Week 8.

Homework:  Answer the two Chapter Questions and the two Internet Exercises listed in this week’s Homework assignment and attach them to the Dropbox at Week 4: Homework.

Midterm Exam: Check the Exam Folder under Week 4 for the exam information. After completing it, please submit it to the Dropbox -- Week 4: Midterm Exam.


Week 5: Elements of Product Planning and Product Management

Readings:  

  • Text: Read Chapters 9 and 10
  • Lecture regarding Market Plans
  • Lecture Notes/PPT Overviews for Week 5

Discussion Assignment: Read  MANU Soccer Academy, page 649, and post a response to the questions at the end of the case in Discussion under Week 5 Home area. Then provide at least two substantive Discussion Comments (peer responses) posted to analyses from other students.  Homework: Answer the two Chapter Questions and the two Internet Exercises listed in this week’s Homework assignment and attach them to the Dropbox.

Proctor Form: The proctor form has been available for weeks for you to complete and email to your proctor.  The completed form is due to your professor from your proctor by the end of this week.  NOTE: It is still your responsibility to ensure that your proctor completes the proctor form and submits it correctly so that all parties receive a copy of it this week.  Failure to do so will result in a downgraded participation grade. To find your proctor form, go to: http://proctor.park.edu  


Week 6: Place and Development of Channel Systems, and Retailers, Wholesalers, and Their Strategy Planning

Readings:

  • Text: Read Chapters 11 and 13
  • Lectures regarding Business Plans
  • Lecture Notes/PPT Overviews for Week 6

Discussion Assignment: Read Express Multi Media, page 660, and post a response to the questions at the end of the case in Discussion under Week 5 Home area. Then provide at least two substantive Discussion Comments (peer responses) posted to analyses from other students.

Homework: Answer the two Chapter Questions and the two Internet Exercises listed in this week’s Homework assignment and attach them to the Dropbox.


Week 7: Promotion and Personal Selling

Readings:  

  • Text: Read Chapters 14 and 15
  • Lecture Notes/PPT Overviews for Week 7

Discussion Assignment:  There is no Discussion this week except for the Observation and Application opportunity which is strictly optional for extra points and must be completed this week by Friday midnight.

Homework: Answer the one Internet Exercise listed in this week’s Homework assignment and attach it to the Dropbox at Week 7: Homework. 

Report #2: Report #2 is due no later than Thursday of this Week 7. It will consist of the completion of a hypothetical company started in Report No. 1 with market research and plans. Instructions are available in Report No. 2 under Week 7 Homepage and in the Doc Sharing area. You are to place your report in the Week 7 Report 2 Dropbox.

NOTE:  The Homework and Report No. 2 instructions will be posted in Doc Sharing in Week 4 to encourage that these two assignments are completed earlier than the Week 7 deadline.


Week 8:
Advertising, Sales Promotion, and Price Setting

Readings: 

  • Text: Read Chapters 16 and 17
  • Lecture Notes/PPT Overviews for Week 8

Discussion Assignment: Read Express Multi Media, page 660, and post a response to the questions at the end of the case in Discussion under Week 5 Home area. Then provide at least two substantive Discussion Comments (peer responses) posted to analyses from other students.  In Week 8, this assignment is due no later than Friday midnight.


Homework: Answer the two Chapter Questions and the two Internet Exercises listed in this week’s Homework assignment and attach them to the Dropbox.  In Week 8, this assignment is due no later than Friday midnight.

Final Exam: The Final Exam must be taken in person no later than Friday of this Week 8 at one of the Park University sites around the country or at an alternative location approved by your professor where Park University sites are not available.

PLEASE NOTE: The final exam will count for 30% of the grade, and will be closed book/closed notes. "The comprehensive final exam will be a case study that is designed to gauge your knowledge of the core outcomes of the class. This course is part of the University-wide assessment evaluation, and all sections may receive the same case for analysis.  A case analysis format should be used and an example of one will be included in the Doc Sharing area.

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:
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 .



Rubric

CompetencyExceeds Expectation (3)Meets Expectation (2)Does Not Meet Expectation (1)No Evidence (0)
Evaluation                                                                                                                                                                                                                                                 
Outcomes
2,5, 6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               
The student's case analysis demonstrates the student's ability to analyze six or more alternative solutions.  The student will choose what they consider best alternative for solving the case and show how to implement their one best alternative. The student's case analysis demonstrates the student's ability to analyze four or five alternative solutions that will solve the case.  The student will pick their best alternative for solving the case. The case analysis demonstrates the student's ability to analyze two or three alternative solutions.  The student will pick an alternative for solving the case. The case analysis does not show the student's ability to analyze alternative solutions. 
Synthesis                                                                                                                                                                                                                                                  
Outcomes
1,2,3                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                
The student's case analysis demonstrates the student's ability to synthesize information from the case and from at least six other professional sources. The student's case analysis demonstrates his/her ability to synthesize information from the case and from four or five professional sources. The case analysis demonstrates the student's ability to synthesize information from the case and from three professional sources. The case analysis fails to demonstrate the student's ability to synthesize information from the case. 
Analysis                                                                                                                                                                                                                                                   
Outcomes
1,2,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                
The student's case analysis demonstrates the student's ability to identify and analyze six or more alternative solutions that could potentially solve the case. The case analysis demonstrates the student's ability to identify and analyze four or five alternative solutions that could solve the case. The case analysis demonstrates the student's ability to identify and analyze two or three alternative solutions.  The student will pick an alternative for solving the case. The student's case analysis does not analyze alternative solutions and just retells the details of the case. 
Application                                                                                                                                                                                                                                                
Outcomes
1,2,3,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
The case analysis demonstrates the student's ability to apply marketing principles. The case analysis demonstrates the student's ability to apply marketing principles in a basic way. The case analysis shows the student's ability to apply a few marketing principles. The case analysis not show the student's ability to apply the marketing terms. 
Content of Communication                                                                                                                                                                                                                                   
Outcomes
1,2,3,4                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
Correctly demonstrates a comprehensive understanding of marketing terminology. The student demonstrates a basic understanding of marketing terminology.  One or two errors in terminology are acceptable. The student often demonstrates a basic understanding of marketing terminology.  Three or four errors are noted. The student does not show a basic understanding of the terminology of marketing.  Five or more errors are noted. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
3,4,5,6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
The case analysis shows excellent knowledge of marketing and includes four or more examples of correct marketing terminology. The case analysis shows good knowledge of marketing and includes three examples of correct marketing terminology. The case analysis shows basic knowledge of marketing and includes two examples of correct marketing terminology. The case analysis does not show basic knowledge of marketing and includes one or fewer examples of correct marketing terminology. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
1,2                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  
The case analysis shows excellent knowledge of the marketing management functions and the marketing mix. The case analysis shows good knowledge of the marketing functions and the marketing mix. The case analysis shows basic knowledge of the marketing functions and the marketing mix. The case analysis does not show basic knowledge of the marketing functions and the marketing mix. 

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Last Updated:12/31/2009 4:56:39 PM