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MK 351 Principles of Marketing
Roehrich, Henry C.


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 2013 DLA

Faculty

Roehrich, Henry C.

Title

Assistant Professor of Marketing and Management

Degrees/Certificates

Ph.D. University of North Dakota
MSA  Central Michigan University
B.S.   Wayne State College

Office Location

Grand Forks, North Dakota

Office Hours

Monday - Friday   9:00 AM - 10:00 AM

Daytime Phone

(701) 757-0704

Other Phone

Cell Phone: (701) 330-6753   After 9:00 PM CST

E-Mail

henry.roehrich@park.edu

Semester Dates

June 3 - July 28, 2013

Class Days

TBA

Class Time

TBA

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/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 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, 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.


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" analyses 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 reports. You can accomplish this by referencing page numbers, concepts such as market segmentation, etc. and utilizing higher order thinking.

Each time you submit work, I will respond (In the comment section) to the work you submit with either a B, D, A, or combination thereof. For example, if you need additional Depth and Application as they relate to your work, I will provide the following comment: Areas for additional focus: D1/A2. Note: A number (1, 2, or 3) by the letter indicates the degree to which additional focus is needed. For example, D1, indicates a small amount of additional depth is needed, a D2 indicates a moderate amount is needed, etc.

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 team members. Please respond to at least one posting of another student for each case analysis. Failure to do so will result in a loss of five points for each case you post in the Discussion Area.

Grading:

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.


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%
Midterm 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

Proctored final examination:
A computerized examination will be taken in a proctored testing environment during the 8th (or 16th) week at one of the Park University sites around the country or at an alternative location. For proctored examinations, photo identification is required at the time of the test. Guidelines for selecting an acceptable proctor can be found on the Park University Website. Other Information on proctored exams: It will be the responsibility of the student to arrange for a proctor, by the 6th week of the term, who is accepted and approved by the course instructor. Approval of proctors is the discretion of the Online instructor. A proctor request form will be made available to you during the first week of class so that you can send your requested proctor to your instructor for approval. Failure to take a final proctored exam (or submit your final project for some online graduate courses) will result in an automatic "F" grade. Some Graduate Online courses may not require a proctored Final Examination.

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:

Late work is not accepted. There may be some situations where a deviation could be allowed; however, this is the exception and not the rule. In these rare occasions, late work will only be accepted on a case by case basis with instructor approval. The late work will then be downgraded at the discretion of the instructor, up to 20 points for every day or part of a day it is late. No late work will be accepted after the end of week 8. Unless all required work is submitted, the student could receive a failing grade for the course.

Classroom Rules of Conduct:

Classroom Rules and Policies

Always use good grammar and your best online etiquette. Be clear; edit before you hit the "respond" button.

Classroom Rules of Conduct (Netiquette)

In this course, some people may have different opinions which you do not agree with. Be objective and respectful when responding to different points of view. Working online may make communication more difficult since you don't see each other's body language.

  1. Online communications need to be composed with fairness, honesty, and tact. Spelling and grammar are very important in an online class. What you put into an online course reflects on your level of professionalism.
  2. It is important not to take disagreement personally.
  3. Responses to different ideas and observations need to be objective. Being objective means maintaining boundaries and not making personal attacks on the ability of others or making statements that have the potential to be taken personally.
  4. An important part of online learning is discussion. Differences in thinking are good because our knowledge is broadened.
  5. Because we have differences, we will have conflict. The important thing is to handle conflict in a way that does not create defensiveness, which does not promote learning.

You can see more about core rules of netiquette at http://www.albion.com/netiquette/corerules.html. If you have questions about any of these policies, please contact your instructor

Course Topic/Dates/Assignments:

The course assignments include:

  • 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.
  • 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 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 held during the designated final exam slot for this section."
  • Participation: Participation will be evaluated on a continual basis throughout the term.


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 McDonald's "Seniors" Restaurant, page 648, 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 Sweetest Dreams Inn, page 655, and post a response to the questions at the end of the case in Discussion under Week 2 Homepage area. Then provide substantive Discussion Comments to posting from other students.

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 Taffe's Ice Land, page 656, and post a response to the questions at the end of the case in Discussion under Week 3 Home area. Then provide substantive Comments to posting from other students.

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 with the first being a summary of your research of a company based on its web page, and the second part being an idea for the creation of your own real or hypothetical company. The data relating to your own hypothetical company will be used as Part 1 in Report No. 2 due in Week 7 also so it needs to be well thought out. Your report should be separate into two main headings:

The First Heading, titled:

A Report on the Product/Services/Promotional Strategies Offered by XYZ Company (select any company of your choice to report about and use that company's name instead of XYZ Company).

The Second Heading, titled:

My Own Company: AJAX COMPANY (Ajax being the name of your company).

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 Oh So Pure Water, Inc., page 664, and post your analytical answers to all questions at the end of the case to the Discussion thread. Include the questions first and answers second with reference citations in the required format from marketing principles assigned and studied.

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 MANU Soccer Academy, page 649, and post your analytical answers to all questions at the end of the case to theDiscussion thread. Include the questions first and answers second with reference citations in the required format from marketing principles assigned and studied.

Homework:

In the "Homework" unit, type in the questions first and then the answers to the assigned questions at the end of the chapters and then to the Internet Exercises. Attach the one document with chapter questions first and the Internet exercises second to the Dropbox for Week 5: Homework. Reference citations are to be included from marketing principles assigned and studied.


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 Lombardi's Italian Grill, page 654, and post a response to the questions at the end of the case in Discussion under Week 6 Home area.

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
Final Exam:

The Final Exam must be taken in person no later than Friday of  Week 8 at one of the Park University sites around the country or at an alternative location approved by your professor where Park University sites are not available.

PLEASE NOTE: The final exam will count for 30% of the grade, and will be closed book/closed notes. "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 may receive the same case for analysis. A case analysis format should be used and an example of one will be included in the Doc Sharing area.

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 2012-2013 Undergraduate Catalog Page 97

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 2012-2013 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.
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 2012-2013 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: 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:4/27/2013 9:30:03 PM