MK411 Marketing Management

for FA 2011

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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 411 Marketing Management


FA 2011 HO


Miceli, Nicholas


Associate Professor of Human Resource Management


Ph.D., University of Oklahoma (1996).

Office Location

Norrington 35

Office Hours

-MTWR-- 11:00 am to 12:30 pm.

Daytime Phone



Semester Dates

August 15, 2011 - December 9, 2011

Class Days


Class Time

10:00 - 10:50 AM


MK 351

Credit Hours



Kotler, P., & Keller, K. (2009). Marketing Management, (13 Ed.). Pearson Prentice-Hall (ISBN: 978-0-13-600998-6).

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:
MK411 Marketing Management: Study of the theoretical foundations, the methods and the environment of marketing, management. Topics include: consumer behavior, product policy, channel management, pricing and promotion. 3:0:3

Educational Philosophy:
The facilitator's educational philosophy is one of interactiveness based on lectures, readings, examinations, individual and group participation. The facilitator will encourage all students to participate and share opinions. We will learn from one another, and become better at problem solving as a result.

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:



% of Grade

Assignment 1



Assignment 2



Assignment 3



Midterm Exam



Marketing Plan



Final Exam







The grading system is based on a percentage of total points available, as listed in the class assessment section of the syllabus.

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:
Please have your work completed on time.

Classroom Rules of Conduct:
Please set cell phones to vibrate only, or turn them off. Please treat others as you wish to be treated.

Course Topic/Dates/Assignments:

Part I: Understanding Marketing Management
Week 1:
Ch. 1: Defining Marketing for the 21st Century
Week 2:
Ch. 2: Developing Marketing Strategies & Plans
Part II: Capturing Marketing Insights
Week 3:

Ch. 3: Gathering Information & Scanning the Environment

Ch. 4: Conducting Marketing Research & Forecasting Demand

Part III: Connecting with Customers
Week 4, 5: Ch. 5: Creating Customer Value, Satisfaction & Loyalty
Week 6: Ch. 6: Analyzing Consumer Markets
Week 7:

Ch. 7: Analyzing Business Markets

Ch. 8: Identifying Market Segments & Targets
Week 8: Mid Term Exam
Part IV: Building Strong Brands
Week 9: Ch. 9: Creating Brand Equity
Part V. Shaping the Market Offerings
Week 10: Ch. 10: Crafting the Brand Positioning
Ch. 11: Dealing with Competition
Ch. 12: Setting Product Strategy
Ch. 13: Designing & Managing Services
Ch. 14: Developing Pricing Strategies & Programs
Part VI: Delivering Value
Week 11: Ch. 15: Designing & Managing Value Networks & Channels
Ch. 16: Managing Retailing, Wholesaling & Logistics
Part VII: Communicating Value
Week 12: Ch. 17: Designing & Managing Integrated Marketing Communications
Ch. 18: Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations
Week 13: Ch. 19: Managing Personal Communications
Part VIII: Creating Long-Term Growth
Week 14: Ch. 20: Introducing New Market Offerings
Ch. 21: Tapping Into Global Markets
Ch. 22: Managing a Holistic Marketing Organizations
Week 15: Individual Projects

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:8/19/2011 11:18:56 AM