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MK 351 Principles of Marketing
De La Cruz, Laura K.


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

S2T 2012 DLE

Faculty

De La Cruz, Laura K.

Title

Adjunct Faculty

Degrees/Certificates

M.B.A. w/Healthcare Management Specialty
M.P.A.
Ph.D (ABD) in Business with Healthcare Management Specialty

Office Hours

Wednesdays 7:00 - 10:00 pm (Mountain Time)

Daytime Phone

915-472-3203

E-Mail

Laura.DeLaCruz@Park.edu

professordelacruz@gmail.com

Class Days

TBA

Class Time

TBA

Credit Hours

3


Textbook:
Basic Marketing: A Global-Managerial Approach, 17 ed., by Perreault and McCarthy.  If you have any problems locating this book please email me immediately!  

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:

Welcome to Marketing on line! Along with your fellow on-line students, you will be a partner in pioneering higher education. Through "electronic teams," you will work with students many miles apart to complete projects and discuss marketing issues. I will serve as your facilitator and will encourage you to take responsibility for your learning processes.

 
The four basic goals of this course are to provide you with: A broad introduction to marketing concepts; an in-depth understanding of the role of marketing in society and the firm; an overview of the various factors that influence marketing decision making; and the development of a strong  insight about decisions related to product, price, promotion, and place to meet the needs of a target market.   These goals can only be achieved through a joint "on-line" effort. I will work to stimulate your interest and learning. However, you will be expected to display initiative and a program of self study as well. As a result, another objective of the course is to provide you with an environment that will reward your own intellectual effort.
 
Each week, we will focus on marketing issues, problems, etc., encountered by the marketing professional through our on-line conferencing discussions; these issues are reinforced and expanded in readings in our text, Basic Marketing by Perreault and McCarthy, 16th edition.

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:

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:

  • Breadth (B): Refers to the "number" of chapter and lecture concepts that you apply to the homework questions, case discussions, and report.
  • Depth (D): Refers to the degree you provide "detailed" analyses to the homework questions, case discussions, and report.
  • Application/Synthesis (A): Refers to the chapter and lecture concepts and higher order thinking you "apply" to your homework questions, case discussions, and report. You can accomplish this by referencing page numbers from the text (the MAIN body of the text - the Chapters, not just the Case Studies!!).  Show that you are applying the concepts, ideas, theories that you are learning from the text.

  

CATEGORY

No Deduction

5% Deduction

10% Deduction

20% Deduction

50% Deduction

Breadth (Content)

There is a clear, well-focused topic. Main idea stands out and is supported by detailed information.

Main idea is clear but the supporting information is general.

Main idea is somewhat clear but there is a need for more supporting information.

The main idea is not clear. There is a seemingly random collection of information.

There is no main idea. There is minimal or no information. Typically seen in a one-two sentence answer.

CATEGORY

No Deduction

5% Deduction

10% Deduction

20% Deduction

50% Deduction

Depth (Support for topic)

Relevant, telling, quality details give important information that goes beyond the obvious or predictable.

Supporting details and information are relevant, but one key issue or portion of the answer is unsupported.

Supporting details and information are relevant, but several key issues or portions of the answer are unsupported.

Supporting details and information are unclear or unsupported.

Supporting details and information are very unclear or not related at all to the topic. There are no supporting details or information.

CATEGORY

No Deduction

5% Deduction

10% Deduction

20% Deduction

50% Deduction

Application (References)

All sources (particularly the text) used for quotes and facts are credible and cited correctly.

All sources used for quotes and facts are credible and most are cited correctly.

Most sources used for quotes and facts are credible and cited correctly.

Many sources used for quotes and facts are less than credible (suspect) and/or are not cited correctly. Do not use Wikipedia!

No sources (the text in particular) are used at all.

Grading:

Grading:

 You will be provided access to your grades throughout the term. 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 depth, breadth, and 'application' of responses.  

Course Assignments
  • Homework:  The homework will consist of your responses to specific questions each week that are to be submitted to the Dropbox.

  • Report 1:  Is a report due week three as discussed in the Content Menu for Week 3

  • Report 2:  Is a report as discussed in the Content Menu for Week 7

  • Case Discussions:  Case discussions are assigned during weeks 1, 2, 3, 5, 6, and 8 and can be located in the Discussion Area for the weeks they are assigned.

  • Exam 1:  Exam 1 is due at the conclusion of Week 4.

  • Final:  This will be taken during the final week of the course (Week 8) - be sure to submit your proctor request form as soon as possible.  If you are going to use a non-Park proctor, please contact me immediately so we can discuss the proposed individual.

  • Participation:  Participation will be evaluated on a continual basis throughout the term but you MUST participate at least twice in each graded discussion at a minimum (if not, not only will you lose points for participation, but off the discussion grade as well!). Grades for participation will be posted during weeks 2, 3, 6, and 8.

Point and Corresponding Percentage Assignments

Item Points Percentage of Grade
Homework (8@20) 160 16%
Report 1 50 5%
Report 2 100 10%
Case Discussion (6@40) 240 24%
Exam 1 100 10%
*Final 300 30%
Participation (Continual) 50 5%
Total 1000 Points 100%

*Note: You must make 60 or greater on the final exam to pass the course

Grading Scale

A =  900 -- 1000 points

B =  800 -- 899 points

C =  700 -- 799 points  

D =  600 -- 699 points  

F =  < 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:
Submission of Late Work: Late work will receive a 10% late penalty per day beginning on Mondays at 12:01 am (Mountain Time).   However, in recognition of the various issues that happen during the first week, the late policy will not go into effect until Week 2.    In other words, work for Week 1 will be assessed the late penalty beginning on the Monday of the third week of class. If you don't have a book by the end of Week Two you should seriously reconsider the chances of your success in this course!

Classroom Rules of Conduct:

Preferred Contact Method:  Please try email first.  Please make a note of my office hours should you need to call.  While I don't mind calls at other times, particularly in cases of emergencies, please keep in mind that I live in El Paso, Texas which is on Mountain time.  I will NOT answer my phone before 8:00 am or after 8:00 pm except on Wednesday nights!!  I try to check the Office Discussion Area each time I log-in to the course, which is typically six days a week.

Preferred Method for Submitting Assignments:  Please use the Dropbox when asked.  All work MUST be done in Word (.doc or .docx) or Rich Text (.rtf) format.  All other formats (including Works and WordPerfect) will be returned with a grade of 0.  No hand-written work will be accepted! 
 
Response Policy I will try to respond within twenty-four to forty-eight hours. Please note that on Sundays I will not log-in to the course, I will not check email and I will not answer my phone!

Course Topic/Dates/Assignments:

Week 1: Marketing's Role Within The Global Economy, Firm, and Nonprofit Organization

· Readings:

  • Text: Read Chapters 1 and 2
  • Lecture for week 1

· Online Discussion Assignment: Read McDonald's "Seniors" Restaurant, page 676, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

· Homework: Check the homework tab for specific homework assignments.

Week 2: Finding and Evaluating Target Market Opportunities with Market Segmentation

· Readings:

  • Text: Read Chapters 3 and 4
  • Lecture for week 2

· Online Discussion Assignment: Read Sleepy Inn Motel, page 682, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

· Homework: Check the homework tab for specific homework assignments.

Week 3: Demographic and Behavioral Dimensions of Global Consumer Markets

Readings:

  • Text: Read Chapters 5 and 6
  • Lecture for week 3

Online Discussion Assignment: Read Fulton's Ice Land, page 684, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

Report #1: Report #1 is due the end of this week.
 
Homework: Check the homework tab for specific homework assignments.

Week 4: Business and Organizational Customers and Their Buying Behavior And Improving Decisions With Marketing Information

· Readings:

  • Text: Read Chapters 7 and 8
  • Lecture for week 4

· Online Discussion Assignment: None for this week.

· Homework: Check the homework tab for specific homework assignments.

· Exam #1: Check the Doc Sharing area for the exam. After completing it, please submit it to me via the Dropbox.

Week 5: Elements of Product Planning and Product Management

· Readings:

  • Text: Read Chapters 9 and 10
  • Lecture for week 5

· On-Line Discussion Assignment: Read Healthy Water, Inc, page 690, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

· Homework: Check the homework tab for specific homework assignments.

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

· Readings:

  • Text: Read Chapters 11 and 13
  • Lecture for week 6

· Online Discussion Assignment: Read Digital Depot, page 688, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

· Homework: Check the homework tab for specific homework assignments.

·Student Survey: It is very important that we hear from you concerning your suggestions for improving our course. Please complete the student survey this week.

Week 7: Promotion and Personal Selling

· Readings:

  • Text: Read Chapters 14 and 15
  • Lecture for week 7

· Online Discussion Assignment: None.

Report #2: Report #2 is due the end of this week.  You will need to submit it to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 7: Report 2.

· Homework: Check the homework tab for specific homework assignments.

Week 8: Advertising, Sales Promotion, and Price Setting

· Readings:

  • Text: Read Chapters 16 and 17
  • Lecture for week 8

· Online Discussion Assignment: Read Valley Furniture page 699, and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish.

· Homework: Check the homework tab for specific homework assignments.

· Final Exam: The comprehensive final exam will be a case study that is designed to gauge your knowledge of the core outcomes of the class. This course is part of the University-wide assessment evaluation, and all sections will receive the same case for analysis. This will be a closed book, closed note examination (Note: You must score 60% of better on the final to pass the class, regardless of other work).  The exam must be taken in person before the end of the this week at one of the Park University sites around the country or at an alternative location approved by the University where Park University sites are not available. It will be the responsibility of the student to arrange for a proctor who will be accepted and approved by the instructor. Park University site administrators or adjunct faculty are preferred, but K-12 school officials or senior personnel at the place of employment are usually acceptable. For the proctored examination, photo identification is required. A proctor information form will be provided.

 

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
Please note that enforcement of this stated policy is expected by the University and should be the norm and NOT the exception from your instructors!

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
Please note that enforcement of this stated policy is expected by the University and should be the norm and NOT the exception from your instructors!

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:2/28/2012 7:21:14 AM