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MK 351 Principles of Marketing
Adams, Pamela N.


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.

Course

MK 351 Principles of Marketing

Semester

F1T 2011 DLE

Faculty

Pamela Adams

Title

Assistant Professor of Marketing/ Adjunct Faculty

Degrees/Certificates

BS Business Management University of Alabama
MBA Samford University

Office Location

virtual

Office Hours

Online

Daytime Phone

206.350.2498

E-Mail

pamela.adams@park.edu

padams3@aol.com

Semester Dates

8/15/2011 to 10/09/2011

Class Days

Online

Class Time

Online

Prerequisites

None

Credit Hours

3


Textbook:

Perreault & McCarthy, Basic Marketing: A Global-Managerial Approach,

17th Edition, Irwin, 2009. ISBN: 978-0-390-22845-1.
 
(The 16th Edition is not acceptable to this course. In addition, do not buy an International Edition.
The assignments are different)

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:
I base my teaching on the idea that my role as a teacher is to act as a guide and facilitator of learning, to be a source of knowledge (there are many other sources of knowledge), and to provide a challenging and supportive learning environment for students who are willing to learn. An important aspect of my role as a teacher involves setting standards of achievement for my students, assessing their progress based on those standards, and providing feedback that will help them learn. I reward students who demonstrate responsibility for their learning, who engage in critical and analytical thinking, and who seek answers to their questions by searching sources other than the standard course materials.

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:

Weekly Homework:  160 points (20 points each week) = 160 (16%)

Report #1:  50 points (Week 3) = 50 (5%)

Report 2:  100 points (Week 7) = 100 (10%)

Online Case Discussions:  240 points (Weeks 1,2,3,5,6,8) = 240 (24%)

Exam #1:  100 points (Week 4) = 100 (10%)

Final Exam :  300 points (Week 8) =(30%)

Participation in Course Learning = 50 (5%)

Grading:

Grading:

A = 900-1,000 points

B = 800-899 points

C = 700-799 points

D = 600-699 points

F = 0-599 points

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.

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. We are all busy, so that is never an excuse for delays.  (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.  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.

 

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

8. All initial discussion board postings require at least one properly formatted source following APA formatting standards.

9. Emails sent to the professor should have the course number and the subject of the email in the "Subject" line of every email.  For example"  "SUBJECT:  MG351 - question about..." Do not just click "Reply" and send an email without proper information.

Course Topic/Dates/Assignments:

Course Topic/Dates/Assignments:
 

WEEK 1 Chapters

1. Marketing's Value to Consumers, Firms and Society
2. Marketing Strategy Planning
3. Evaluating Opportunities in the Changing Markeing Environment
   

WEEK 2 Chapters
 
4. Focusing Marketing Strategy with Segmentation and Positioning
5. Denographic Dimentions of Hlobal Consumer Markets
6. Final Consumers and their Buting Behaviors
 

WEEK 3 Chapters
 
7. Business and Organizational Customers & their Buying Behavior
8. Improving Decisions with Marketing Information
9. Elements of Product  Planning for Goods & Services


WEEK 4 Chapters
 
10. Product Management & New-Product Development
11. Place & Development of Channel System
12. Distribution Customer Service and Logistics
 

WEEK 5 Chapters
 
13. Retailers, Wholesalers & their Strategy Planning
14. Promotions-Introduction to Integrated marketing Communications
15. Personal Selling & Customer Services

WEEK 6 Chapters
 
16. Advertising & Sales Promotions
17. Pricing Objectives & Policies
 

WEEK 7 CHapters
 
18. Price Setting in the Business World
19. Implementing and Controlling marketing Plans

WEEK 8 CHapters  
 
20. Managing Marketing Links with other Functional Areas
21. Ethical marketing in a Consumer-Oriented World

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 (www.park.edu/current or http://www.park.edu/faculty/).from Park University 2011-2012 Undergraduate Catalog Page 93

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. 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.
ONLINE NOTE: Students must participate in an academically related activity on a weekly basis in order to be marked present in an online class. Examples of academically-related activities include but are not limited to: contributing to an online discussion, completing a quiz or exam, completing an assignment, initiating contact with a faculty member to ask a courserelated question, or using any of the learning management system tools.

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: 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 comprehensive final exam 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 comprehensive final exam 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 comprehensive final exam demonstrates the student's ability to analyze two or three alternative solutions.  The student will pick an alternative for solving the case. The comprehensive final exam does not show the student's ability to analyze alternative solutions. 
Synthesis                                                                                                                                                                                                                                                  
Outcomes
1,2,3                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                
The student's comprehensive final exam demonstrates the student's ability to synthesize information from the case and from at least six other professional sources. The student's comprehensive final exam demonstrates his/her ability to synthesize information from the case and from four or five professional sources. The comprehensive final exam demonstrates the student's ability to synthesize information from the case and from three professional sources. The comprehensive final exam fails to demonstrate the student's ability to synthesize information from the case. 
Analysis                                                                                                                                                                                                                                                   
Outcomes
1,2,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                
The student's comprehensive final exam demonstrates the student's ability to identify and analyze six or more alternative solutions that could potentially solve the case. The comprehensive final exam demonstrates the student's ability to identify and analyze four or five alternative solutions that could solve the case. The comprehensive final exam 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 comprehensive final exam does not analyze alternative solutions and just retells the details of the case. 
Application                                                                                                                                                                                                                                                
Outcomes
1,2,3,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
The comprehensive final exam demonstrates the student's ability to apply marketing principles. The comprehensive final exam demonstrates the student's ability to apply marketing principles in a basic way. The comprehensive final exam shows the student's ability to apply a few marketing principles. The comprehensive final exam 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 comprehensive final exam shows excellent knowledge of marketing and includes four or more examples of correct marketing terminology. The comprehensive final exam shows good knowledge of marketing and includes three examples of correct marketing terminology. The comprehensive final exam shows basic knowledge of marketing and includes two examples of correct marketing terminology. The comprehensive final exam does not show basic knowledge of marketing and includes one or fewer examples of correct marketing terminology. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
1,2                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  
The comprehensive final exam shows excellent knowledge of the marketing management functions and the marketing mix. The comprehensive final exam shows good knowledge of the marketing functions and the marketing mix. The comprehensive final exam shows basic knowledge of the marketing functions and the marketing mix. The comprehensive final exam does not show basic knowledge of the marketing functions and the marketing mix. 

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Last Updated:7/29/2011 2:43:47 PM