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MK 351 Principles of Marketing
Everett, Ray


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

U1T 2012 DLB

Faculty

Dr. Ray Everett

Title

Senior Adjunct Professor

Degrees/Certificates

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

Office Location

Prescott, AZ, 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

June 4 to July 28, 2012

Class Days

Online

Class Time

Online

Credit Hours

3


Textbook:

Three textbooks are available which all have the same identical materials, but may have different costs, as follows: 

1. Perreault,Jr., William, Joseph Cannon, and Jerome McCarthy.  Basic Marketing: A Marketing Strategy Planning Approach. 17th ed. NY: McGraw-Hill Primis, 2010.  ISBN: 978-0-390-22845-1 (preferred)

2. Perreault,Jr., William, Joseph Cannon, and Jerome McCarthy.  Basic Marketing: A Marketing Strategy Planning Approach. 17th ed. NY: McGraw-Hill Irwin, 2009. ISBN:  0-07-338105-5, or

3. 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 that you might find on some websites.)

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.


  Instructor Learning Outcomes
  1. 7. Understand the differences between marketing methods.
  2. 8. Employ the SWOT analysis in market decisions.
  3. 9. Appreciate the need for market research for all directions.
  4. 10. Utilize different marketing tools.
  5. 11. Understand the need for marketing strategy in all businesses.
  6. 12. Understand consumer motivations.
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 Analyzes, 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 to the general quality of the assignment, 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, Application/Synthesis (A), which refers to the chapter and lecture concepts applied and Citations (C), references from lessons. 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, A, and C and the grading rubrics that have been provided herein.)

Assignments

Weekly Max

Total Points

Percentage

Due Dates


Homework (chapter questions and Internet Exercises for weeks 1 -6) [Saturday deadline]

Up to
30

180

18%

Week 1 - 6 (by Sat. with citations)


Homework for Week 7 (due by Wednesday)


50

5%

Week 7 (by Wed.)


Discussion (six cases with references and citations due by Friday midnight)

Up to 30

180

18%

Week 1 – 6  (by Friday)


Peer Responses (5 pts max in wks 1–6 due by Sunday)

Up to  5

30

3%

Week 1 - 6


Report No. 1 (due Saturday of Wk 3)


50

5%

Week 3


Report No. 2 (due Thursday of Wk 7)


80

8%

Week 7


MidTerm Exam (due Sunday Wk 4)


70

7%

Week 4


Final Exam (Proctored) (due by Friday midnight of Wk 8)


300

30%

Week 8


Participation Points (all activities, requirements, cooperation, courtesy)


Up to 60

 6%

Accumulative all wks, not available until end of wk 8

Total


1000

100%

Eight Weeks

Points for optional “Observation and Application” in Discussion (Friday deadline)

 Up to 5

Up to 40

100%

Eight weeks


 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), application/synthesis (A), and citations (C). In addition, students are to read all Discussion postings made before and after theirs is entered. 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.
  • Citation (C): Refers to references posted within the answers from the textbook, lectures, or power points.

IMPORTANT!!  The grade for each posting will be determined not only by the "O-B-D-A-C" 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.  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 points per week based on their quality, additional data included, and/or the amount of critical thinking that 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.

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 for each assignment within 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 Peer Responses and the weekly Homework are 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 wasn’t working," or "I have to go to a funeral," or "I had to help my ___," 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 so please don't ask.  And 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. 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 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.  Students are required to read and follow the assignment feedback posted by the professor. Not following improvements offered in feedback will result in addition reduction of points.  Reading each assignment’s feedback is an assignment of its own that will affect Participation Points.

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

9.  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.

10.  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:  MG351 - question about..." Do not just click "Reply" and send an email without proper information.

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 Discussion, all case analysis questions are to be answered by posting them in the Discussion threads with each question included first before its answer.  The combined answers must be at least 200 words in length.  This primary Discussion must be completed by Friday midnight in order for other students to have time to post Peer Responses (comments) which must be completed by Sunday midnight.

PEER RESPONSES (comments).  Up to an additional five 5 points each week can be achieved by placing quality “Comments” (Peer Responses) to at least two Discussion posting made by other students.  They are to give additional quality information on the topic and/or add critical thinking related to marketing.

HOMEWORK ASSIGNMENTS: In most weeks, this assignment will include 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.  Chapter questions and answers are to be included first with Internet Exercises to follow.  This assignment must be posted by Saturday midnight.

OBSERVATION & APPLICATION (worked by Friday each week).  This strictly optional Observation & Application (O&A) topic is located in the Discussion thread either under the down arrow or on the top in all weeks.  This optional assignment is for those who wish to achieve up to five extra points each week.  This optional assignment must be worked by Friday midnight weekly to receive any points.

OPTIONAL INTERACTIVE QUIZ.  In several 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:  Every assignment every week must include answers that relate directly to marketing principles and tools from the text, lectures, or feedback read.

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 the assigned Discussion 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.  They must be completed by Saturday midnight.


Homework:  Answer the two Chapter Questions and the two Internet Exercises listed in this week’s Homework assignment and attach them as one document to the Dropbox 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.  Include each of the chapter questions and their answers first and then the Internet Exercises and their answers second.  Reference citations are to be included in all answers from marketing principles assigned and studied and in the correct format required, e.g., "(text, pg. 14)."  This assignment must be completed by Saturday midnight.


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. Participation points are affected.

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. 


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 the assigned Discussion 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.

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 the assigned Discussion 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.

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.

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: Read the assigned Discussion 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.

Peer Responses: Respond to at least two postings from other students within the Discussion thread.

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: Read the assigned Discussion 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.

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

Readings:

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

Discussion Assignment: Read the assigned Discussion 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.

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.  It is due by Wednesday midnight.

Report No. 2: Report #2 is due no later than Thursday midnight 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