MK491 Seminar in Marketing

for S2T 2013

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Mission Statement: Park University provides access to a quality higher education experience that prepares a diverse community of learners to think critically, communicate effectively, demonstrate a global perspective and engage in lifelong learning and service to others.

Vision Statement: Park University, a pioneering institution of higher learning since 1875, will provide leadership in quality, innovative education for a diversity of learners who will excel in their professional and personal service to the global community.


MK 491 Seminar in Marketing


S2T 2013 DL


Raymond, Sparkle G.


Adjunct Faculty


MBA, MTheology
BS Business Administration
BA Psychology minor in Sociology

Office Location


Office Hours


Daytime Phone



Semester Dates

March 18, through May 12, 2013

Class Days


Class Time



Twelve prior marketing hours or instructors approval

Credit Hours



Strategic Marketing

9th Edition McGraw-Hill/Irwin

ISBN 978-0-07-338100-8

Author: David W. Cravens and Nigel F. Piercy

Additional Resources:

Wall Street Journal
Business Journals

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Course Description:
MK491 Seminar in Marketing: Intensive studies of selected current issues in marketing through seminars, workshops, and forums. Prerequisite: Twelve hours ofmarketing or instructor approval. 3:0:3

Educational Philosophy:


My educational philosophy is one of inter activeness based on lectures, readings, quizzes, dialogues, examinations, internet, web sites and writings. Each learner will be engaged in what is referred to as disputatious learning to encourage lively exploration of ideas, issues and contradictions as it applied to today’s economy.

  Instructor Learning Outcomes

  1. Investigate the characteristics of market driven strategies
  2. Discuss the role of organizational capabilities in corporate strategy
  3. Examine the market strategies advantage in using demographic character
  4. Discuss the process of developing a CRM strategy
Class Assessment:

Class Assessment will be based on examinations, homework assignments, team assignments and case studies.



Homework assignments for weeks 1, 2, 3, 4, 5, 6, and 7 work 40 points each = 260 points

Case study week 1 through 8 worth 30 points each week = 240 points

Midterm week 4 worth 200 points = 200 points

Final week 8 worth 300 points = 300 points

Total points = 1,000 points

Grading Scale

900 - 1000 = A

800 - 899 = B

700 - 799 = C

600 - 699 = D

< 599 = F

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:

Homework assignments submitted at the deadline will be deducted 5% for the first week assignment's more than two weeks old will be deducted 15%.

Classroom Rules of Conduct:


Students are to conduct themselves in a professional and courteous manner at all times. No inappropriate language should be used at any time.

Course Topic/Dates/Assignments:


Read the following chapters as assigned each week and post at least once in the case study discussions section by Thursday of each week and respond to at least two peer posts by the end of the week.

Week 1 - Chapter 1 - Imperatives for Market-Driven Strategy

             Chapter 2 - Markets and Competitive Space
             Answer the assigned questions from the chapter readings

Week 2 - Chapter 3 -  Strategic Marketing Segmentation

             Chapter 4 - Strategic customer Relationship Management

             Answer the assigned questions from the chapter readings

Week 3 - Chapter 5 - Capabilities for Learning About Customers and Markets

             Chapter 6 - Market Targeting and Strategic Positioning

             Answer the assigned questions from the chapter readings

             Answer case study 2-4 on page 177

Week 4 - Chapter 7 - Strategic Relationships

             Chapter 8 - Innovation and New Product Strategy

             Answer the assigned questions from the chapter readings


Week 5 - Chapter 9 - Strategic Brand Management

             Chapter 10 - Value Chain Strategy

             Answer the assigned questions from the chapter readings

Week 6 - Chapter 11 - Pricing Strategy

             Chapter 12 - Promotion, Advertising, and Sales Promotion Strategies

             Answer the assigned questions from the chapter readings

Week 7 - Chapter 13 - Sales Force, Internet, and Direct Marketing Strategies

             Chapter 14 - Designing Market-Driven Organizations

             Answer the assigned questions from the chapter readings

             Answer the questions on case study 4-4 Hewlett-Packard Co. p.439

Week 8 - Chapter 15 - Marketing Strategy Implementation and Control

             Answer the assigned questions from the chapter readings


Academic Honesty:
Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life. Park University students and faculty members are encouraged to take advantage of the University resources available for learning about academic honesty ( or Park University 2012-2013 Undergraduate Catalog Page 97

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: .

Additional Information:

Case Study Rubic Scale and How to write a case study is located in the doc sharing section of the class.




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Last Updated:2/25/2013 2:40:41 PM