MK491 Seminar in Marketing

for S2J 2012

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Mission Statement: Park University provides access to a quality higher education experience that prepares a diverse community of learners to think critically, communicate effectively, demonstrate a global perspective and engage in lifelong learning and service to others.

Vision Statement: Park University, a pioneering institution of higher learning since 1875, will provide leadership in quality, innovative education for a diversity of learners who will excel in their professional and personal service to the global community.


MK 491 Seminar in Marketing


S2J 2012 DN


Reynolds, David K.


Senior Adjunct Instructor


MA Marketing

Daytime Phone



Semester Dates

March 21, 2012 to May 9, 2012

Class Days


Class Time

5:30 - 10:00 PM


Completed 12 hours of marketing courses

Credit Hours



Strategic Marketing, 9th Edition, McGraw-Hill-Irwin
Cravens and Piercy
ISBN: 978-0-07-338100-8

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 ofmarketing or instructor approval. 3:0:3

Educational Philosophy:
The instructor's educational philosophy states that the classroom should be a place where each student can learn in a non-threatening, nurturing, environment.  Each student will be treated as an adult and an indivdual, and will be given numerous opportunities to express themselves, to learn, and to achieve based on their own ability.  Each student is expected to approach the coursework, the instructor, and other students with respect and a mature, inquisitive attitude.  Each student will be encouraged and empowered to think critically and become self-sufficient, life-long learners.

  Instructor Learning Outcomes

  1. Understand the how strategy differs from goals and objectives.
  2. Explain how marketing strategy applies to each one of the 4 Ps individually and as part of the marketing mix.
Class Assessment:
Students will be assessed according to the following assignments/points:

Class attendance:                           50 points (no absences)
Daily Assignments:                       200 points
Case Studies:                                200 points
Mid-term exam:                             100 points
Final Exam:                                    200 points
Final Case:                                     250 points

Total:                                             1000 points                              



The grading plan for MK 491 is as follows:

To receive an A for the course, the student will earn a minimum of 90% of the total points available for the course. 
To receive a B for the course, the student will earn a minimum of 80% of the total points available for the course. 
To receive a C for the course, the student will earn a minimum of 70% of the total points available for the course. 
To receive a D for the course, the student will earn a minimum of 60% of the total points available for the course. 
If a student earns less than 60% of the total points available for the course, the student will receive a grade of F for the course. 

ABSENCES will affect the student's grade.  This course meets a total of 8 times.  It is very important to have perfect attendance for the course if you wish to do well in the course. 

There are no excused absences for this course - an absence is an absence.  If you must miss, please let the instructor know as far in advance as possible.

If a student misses more than one time (2 or 3 absences) it will be impossible for that student to receive an A for the course no matter what their total percentage for the course is.  If a student misses 3 or more times, the highest grade a student can receive for the course will be a C.  Three (3) or more absences for the course will most surely result in a final grade of F for the course.

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:
The instructor does not accept late submission of assigned work unless prior permission has been granted by the instructor.  The class meets just once a week and assignments will be due the date stated in class or the date listed in the course schedule.  If a student is absent when the assignment is due, for whatever reason, the instructor will accept the assignment only if prior arrangements have been made with the instructor. 

Emailed assignments will only be accepted if the instructor has requested that the assignment be emailed to him.

Classroom Rules of Conduct:

Every student is expected to come to class prepared for participation and learning.  The assigned textbook is an integral part of the curriculum and should be used as a study guide.  When chapters from the bookl are assigned for a specific class period, it is the student's responsibility to have read and reviewed the material prior to coming to class.  Students are expected to take part in class discussions.  It is the reponsibility of each student to be in attendance for each class session (see above), to turn in papers/reports/assignments when they are due, and to present reports, take tests or exams when they are scheduled. 

In the classroom, cell phones, beepers, pagers, CD players, and all other electronic devices shall not be used in the classroom.  The only exception to this rule is the use of laptop computers or recording devices for the purpose of taking notes.  Such devices will be used with the permission of the instructor prior to use.  With repeated violation of this policy, students will not be allowed to remain in the classroom.

Course Topic/Dates/Assignments:

PRIOR to coming to class, students should have read and reviewed the assigned chapters and cases for that class period.  The Preliminary Schedule for the MK 491 course is as follows:
Week One (3/21): Students are to come to class having read chapter 1 (Imperatives for Market-Driven Strategy), Appendix 1A (Strategic Marketing Planning) and having read Case 1-3 Coca-Cola Co. (A).  We will review the syllabus, the course schedule, and expectations for each student.  We will also review 2 printed articles that will be distributed in class related to "What is Strategy?"
Week Two (3/28): Students should come to class having read chapter 2 (Marketes, Segments, and Customer Value); chapter 3 (Strategic Marketing Segmentation); Chapter 4 (Strategic Customer Relationship Management); and chapter 5 (Capabilities for Learning About Customers and Markets).  Students should also have read the Case 2.2 Ikea.
Week Three (4/4):  Students should come to class having read chapter 6 (Market Targeting and Strategic Positioning); Chapter 7 (Strategic Relationships); and chapter 8 (Innovation and New Product Strategy).  Students should also have read cases 3-1 Walt Disney Co., and case 3-3 McDonald's Corp.

Week Four (4/11):    Mid-Term Exam over Chapters 1 to 8 and the cases discussed in class.
Students should also come to class having read chapter 9 (Strategic Brand Management).
Week Five (4/18):  Students should come to class having read chapter 10 (Value Chain Strategy) and chapter 11 (Pricing Strategy).  Students should have also read case 4-2 Nike, Inc.

Week Six (4/25):  Students should come to class having read chapter 12 (Promotion, Advertising, and Sales Promotion Strategies) and chapter 13 (Sales Force, Internet, and Direct Marketing Strategies).  Students should also have read case 4-3 Dell, Inc.
Week Seven (5/2):  Students should come to class having read chapter 14 (Designing Market-Driven Organizations) and chapter 15 ( Marketing Strategy Implementation and Control).  Students should also have read cases 5-2 Home Depot and 5-3 Yahoo! Inc.
Week Eight (5/9): FINAL EXAM over chapters 1 -15
                                 Comprehensive Case Study Presentations (page 525)

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 students and faculty members are encouraged to take advantage of the University resources available for learning about academic honesty ( or Park University 2011-2012 Undergraduate Catalog Page 93

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. from Park University 2011-2012 Undergraduate Catalog Page 93

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 2011-2012 Undergraduate Catalog Page 96

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:3/20/2012 3:40:42 PM