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MK 351 Principles of Marketing
Marsh, Michael D.


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 DLE

Faculty

Mike Marsh

Title

Adjunct Faculty

Degrees/Certificates

MS Administration
BS Aviation Management

Office Location

New Bern, NC

Office Hours

Please do not call after 10 pm ET

Daytime Phone

252-636-1257

E-Mail

michael.marsh@park.edu

Semester Dates

Monday, June 4, 2012 through Sunday, July 29, 2012

Class Days

A minimum of 2 different days in each weekly graded thread is required for this course. First post to each thread is required on or before Wednesday of the class week.

Class Time

TBA

Credit Hours

3


Textbook:

There are multiple versions of our textbook available. Here are 3 options for you to choose from: 

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 - This is the Park paperback version).

2. Principles of Marketing (Custom). 17th ed. ISBN978-0-390-22845-1 3. 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.

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.

NOTE: 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/0077271378.

 

It 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 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:
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. 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, 17th 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.


  Instructor Learning Outcomes
  1. Describe and explain the product life cycle of a given item.
  2. Explain the importance of a written marketing plan.
  3. Distinguish the difference between various pricing policies.
  4. Demonstrate how you would use the consultative selling process to sell a given item.
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, conference postings, and report.
 
Depth (D): Refers to the degree you provide "detailed" analysis to the homework questions, conference postings, and report.
 
Application/Synthesis (A): Refers to the chapter and lecture concepts and higher order thinking you "apply" to your homework questions, conference postings, and report. You can accomplish this by referencing page numbers, concepts such as market segmentation, etc. and utilizing higher order thinking.
 
IMPORTANT!! Your grade for each case posting will be determined not only by the "B-D-A" of your postings, but also by your positive responses to the postings of your classmates. Please respond to at least one posting of another student for each case analysis and in the weekly Observations and Applications thread.
 
NOTE: Posting to the weekly Observations and Applications thread is not optional! Failure to do so will result in a loss of five points for each case you post in the Discussion Area.

Grading:

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

  • Report 1:  Will be due week three as discussed in the content menu for Week 3

  • Report 2:  Will be due week seven as discussed in the content menu for Week 7

  • Case Discussion:  Case discussions are posted during weeks 1, 2, 3, 5, 6, and 8. Observation and Application threads are for all 8 weeks of class.

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

  • Final:  The comprehensive final exam will be a case study that is designed to gage 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 held during the designated final exam slot for this section."

  • Participation:  Participation is required and will be evaluated on a continual basis throughout the term.

  •  

    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 100 10%
    Final 300 30%
    Participation (Continual) 50 5%
    Total 1000 Points 100%

     

    Grading Scale

    A =  900 -- 1000 points

    B =  800 -- 899 points

    C =  700 -- 799 points  

    D =  600 -- 699 points  

    F =  < 600 points

    NOTE: Posting to each of our classroom discussion threads on 2 different days of the week is a requirement for this course! Your first post to each of the weekly discussion threads is to be made not later than Wednesday of the class week. Your second day's posting can be on any other day of the week you desire. Failure to post to each of our discussion threads on 2 different days of the class week will result in a 4 point deduction for each thread not posted to on 2 different days.

    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:
    Weekly work must be submitted not later than Sunday midnight of each week.

    Late work will not receive full grade credit. Work not turned by the due date, but which is turned in no more than 7 days late, will receive 1/2 the score it would have received otherwise. Homework not received within 7 days of the due date will not be scored. No work received after the last Saturday of the term will be scored.

    NOTE: Your first post to each Case Study thread and to each Observation and Applications thread is to be made not later than Wednesday of the class week.

    Course Topic/Dates/Assignments:

    The following is an abbreviated schedule. I am available to assist you at each step along the way. Just send me an email or give me a call at the number in the upper left hand corner of this syllabus.
     
    Week 1:  Readings: Text: Read Chapters 1 and 2 Lecture Notes/PPT Overviews for week 1 · On-Line Discussion Assignment: Read McDonald's "Seniors" Restaurant, 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. Observations and Applications thread. Also, please post your E-mail address, along with a brief work and/or educational background to the Introduction thread · Homework: Answer the assigned questions at the end of each chapter assigned for week 1, and the internet exercises, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 1: Homework
     
    Week 2:  Readings: Text: Read Chapters 3 and 4 Lecture Notes/PPT Overviews for week 2 · On-Line Discussion Assignment: Read Harvest Foods 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. Observations and Applications thread. · Homework: Answer the assigned questions at the end of each chapter assigned for week 2; the internet exercises, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 2: Homework.
     
    Week 3: Readings: Text: Read Chapters 5 and 6 Lecture Notes/PPT Overviews for week 3 · On-Line Discussion Assignment: Read Taffe's Ice Land, 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. Observations and Applications thread. · Report #1: Report #1 (See the Report 1 Folder for details) 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 3: Report 1. · Homework: Answer the assigned questions at at the end of each chapter assigned for week 3; the internet exercises, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 3: Homework.
     
    Week 4: Readings: Text: Read Chapters 7 and 8 Lecture Notes/PPT Overviews for week 4 · On-Line Discussion Assignment: Observations and Applications thread only. · Homework: Answer the assigned questions at the end of each chapter assigned for week 4; the internet exercises, and and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 4: Homework · Exam #1: Check the Doc Sharing Area for the exam. After completing it, please submit it to the Dropbox -- Week 4:Exam 1.
     
    Week 5: Readings: Text: Read Chapters 9 and 10 Lecture Notes/PPT Overviews for week 5 · On-Line Discussion Assignment: Read MANU Soccer Academy, 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. Observations and Applications thread. · Homework: Answer the assigned questions at the end of each chapter assigned for week 5; the internet exercises, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 5: Homework.
     
     Week 6: Readings: Text: Read Chapters 11 and 13 Lecture Notes/PPT Overviews for week 6 · On-Line Discussion Assignment: Read Express Multi Media, 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. Observations and Applications thread. · Homework: Answer the assigned questions at the end of each chapter assigned for week 6; the internet exercises, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 6: Homework.
     
    Week 7:  Read Chapters 14 and 15 Lecture Notes/PPT Overviews for week 7 · On-Line Discussion Assignment: Observations and Applications thread only. · Report #2: 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: Answer the assigned questions at the end of each chapter assigned for week 7; the internet exercises, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 7: Homework.
     
    Week 8:  Readings: Text: Read Chapters 16 and 17 Lecture Notes/PPT Overviews for week 8 · On-Line Discussion Assignment: Read West Side Furniture, 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. Observations and Applications thread. · Homework: Answer the assigned questions at the end of each chapter assigned for week 8; the internet exercises, and submit them to the Dropbox by clicking on the Dropbox tab at the top of the course frame and choosing Week 8: Homework.
     
    Final: The second and final 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

    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 course related 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. 

    Copyright:

    This material is protected by copyright and can not be reused without author permission.

    Last Updated:5/14/2012 3:41:36 PM