MK491 Seminar in Marketing

for F2A 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 491 Seminar in Marketing


F2A 2011 BE


Lewis, Leslie Hugh


Post Grad Courses UT Austin & Park University
MBA Management Systems University of North Texas
Masters of Ed HRD & Adult Ed & Leadership

Office Location

RM 209 Austin Center

Office Hours

3 to 11pm T-TR

Daytime Phone



Semester Dates

Oct. 17 - Dec 12, 2011

Class Days


Class Time

5:10 - 7:50 PM


Twelve hours ofmarketing or instructor approval.

Credit Hours


Cravens & Piercy Strategic Marketing 9e 2009 McGraw-Hill ISBN 978 0 07 338100 8

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

The resource room is located in room 213 in the Austin Center. It is opened 8 am to 10 pm on Monday through Thursday. The room has a wide selection of current business and academic journals, magazines and a limited number of subject related videos, texts, and books. The room also has three PCs with an Internet connection and a printer.

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.
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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:

      I will serve as your facilitator and will work with you to take responsibility for your learning processes and work. You will learn how to perform research for your case studies and discussion topics using the World Wide Web and your text.I develop my classes with the assumption that We are all Life Time Learners and that adults learn better if they are part of the learning process itself. In order to succeed in this course, the student must first and foremost be in class for all meetings. The student must conscientiously prepare for class by reading the text prior to class. Taking notes on the reading will also be to the student's benefit. The student should be prepared to answer questions and solve problems in class as well as cases. The student must also satisfactorily complete all examinations and homework in the class. All methods of instruction are designed to transfer new material by clarifying and emphasizing subject areas presented in the text. The lecture relies on the fact that you have read the assigned material and have completed any assignment relating to it. We can then take this learning and find situation to apply the new knowledge.

  Instructor Learning Outcomes

  1. Describe the chacteristics of Market Driven Strategies.
  2. Explain Market Targeting and Strategic Positioning.
  3. Describe Value Chain Strategy.
  4. Explain how to design market driven organizations.
Class Assessment:
Assignment / % of Grade / Due Date:
Participation / 20% (1@ 200 points) /
Case Project /  30% - (1 @ 300 points) See course schedule
Exam 1  / 20% (1 @ 200 points) / Week 4
Exam 2  / 30% (1 @ 300 points) / Week 8

Course Grading Scale: A = 90-100% (900-1000 points); B = 80-89% ( 800-899 points); C = 70-79% ( 700-799 points); D = 60-69% ( 600-699 points; F = < 60% ( < 600 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:
Professor's prior approval.

Classroom Rules of Conduct:


Standard rules of online courtesy apply.  

Please be sure your response to your fellow students is well thought out, applicable to the topic, and positive.

Course Topic/Dates/Assignments:

This a senior project course and the assignments will be finalized at the first class.
This group of students and I have been working on this class' assignments for 4 terms.






Incidents & Tests


18 Oct



20 Oct

Assignments finalized


25 Oct

C 1-5


27 Oct

C 6-10


1 Nov

C 11-14


3 Nov

C 15


8 Nov

Project Planning


10 Nov

Project Planning


Mid Term


15 Nov

Project Work


17 Nov

Project Work



22 Nov

Project Work



24 Nov

Project Work



29 Nov

Project Work



1 Dec

Project Work




8 Dec

Project Work




10 Dec

Topic Presentations

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:9/29/2011 1:25:40 PM