MK491 Seminar in Marketing

for FA 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


FA 2012 HO


Venable, William Ralph


Assistant Professor - Marketing and Management


MBA - Rockhurst
BS - Kansas

Office Location

Library - 416H

Office Hours

Tues and Thurs 8:45 to 10:15

Daytime Phone



Class Days


Class Time

3:50 - 5:05 PM

Credit Hours



Thinking, Fast and Slow
Daniel Kahneman
Front Cover
Hardcover: 512 pages
Publisher: Farrar, Straus and Giroux; 1 edition (October 25, 2011)
Language: English
ISBN-10: 0374275637
ISBN-13: 978-0374275631

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.
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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

  Instructor Learning Outcomes

  1. Analyze how ethical considerations affect the development of marketing.
  2. Analyze the different classes of media and their effects on the consumer.
  3. Identify and explore current issues affecting business and consumer marketing strategy.
  4. Assess the impact of specific marketing methods on organizational performance.
  5. Critically analyze and develop conclusions about social, economic, and political issues and policies and their effect on marketing management.
  6. Improve the ability to effectively gather, evaluate, and communicate information (in both written and oral forms), including the use of the Internet for communication and research.
Class Assessment:



Total Points

Pct of Grade

Assignment 1




Assignment 2




Assignment 3




Assignment 4




Symposium Project




Final Reflection Paper











Low Points

High 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.

Course Topic/Dates/Assignments:
Students will work independently and in groups to accomplish the intended outcomes of the course.

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 95-96

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 95

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 98

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: .

Additional Information:


Final Reflection Paper -


As part of your final assessment, you will prepare a short reflection paper that describes the evolution of your detailed understanding of the marketing process over the course of the semester. In organizing your paper, you should focus on two of the various components of the marketing mix covered in the course:

o Product

o Price

o Promotion

o Place

o Ethics

o Political

o Social

o Economic

In selecting your topics, you should focus on the two areas in which you feel your knowledge has grown the most or about which your pre-existing biases and opinions have changed most significantly. For each of the two areas that you select, clearly identify what you believe is the single most significant issue, problem or question facing future marketing executives, policy makers and leaders. Justify your selections, then based on all you have encountered in this course, suggest two initiatives that you believe could help effectively address each problem or question. Support your suggestions with at least one citation of the literature or course materials, each. Finally, consider all that we have covered in this course and identify the one topic that you wish we had been able to treat in more detail or a topic that you were hoping would be covered in the course and was not.

Because writing skills are crucial for all people working in healthcare, you will be graded on the content of your reflection paper as well as the quality of your writing, which should be consistent with school standards.

You are expected to appropriately cite all references and to use APA writing style guidelines. You should review the APA tutorial online at

The body of your paper (not including title page, reference list, tables or illustrations) will be 8-10 pages in length, double-spaced in 12-point Times New Roman font. Header, footer and margins will be 1 inch, left justified. Your paper will conform to the APA Style® include no fewer than 4 and no more than 8 references. Your paper must be submitted to eCollege in the assigned “Reflection Paper Drop Box” folder no later than 12:00 Noon CST on the day of the final class session.

Please be sure to cite other’s ideas and not to claim other’s work as your own through lack of citation.

Please ensure that your essay is free of misspellings, typographical and major grammatical errors. You will lose points for these mistakes.

Grading criteria:

a. Identification of two topical themes and their most significant issues with arguments justifying your position (100 points total)

b. Two suggested initiatives to address each issue(50 points total)

c. Citations supporting each suggested initiative(50 points)

d. Identification of topic for expansion (50 points total)

e. Structure and organization of the paper including length, spacing, font, grammar and conformity to style guidelines (50 points total)

No late work will be accepted for credit without instructor approval in advance. Unexcused late papers will lose 5 points for each day the paper is submitted late.


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Last Updated:8/10/2012 1:02:17 PM