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MK 351 Principles of Marketing
Blaugrund, Erin Baca


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

S1B 2013 BL

Faculty

Blaugrund, Erin Baca

Title

Adjunct Faculty

Degrees/Certificates

BBA - Marketing
MBA - Marketing
Ph.D. - Major: Marketing; Minors: Management & Psychology

Office Hours

Before and After Class

Daytime Phone

(915) 345-0554

E-Mail

Erin.Blaugrund@park.edu

Semester Dates

January 14, 2013 – March 10, 2013

Class Days

M-W--

Class Time

5:00 - 7:30 PM

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

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/.


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:

The educational philosophy in this class facilitates an interactive rich environment. A series of class exercises will be given to help facilitate the in-depth understanding of the course material. Throughout the term, you will be asked to participate in small, Impromptu Presentations to expand your knowledge of marketing. These are assigned randomly regarding various ideas from the chapters. As a student within this class, you should expect to be provided with the education and training needed for a career in the business world. The classroom atmosphere should reflect the development of habits of behavior that will ultimately contribute to your success in the business world. Consequently, the policies established in this course are designed to promote a business-like atmosphere as well as an environment conducive to learning. The expectations include, but are not limited to, punctuality, good manners, and courteous behavior. Hats and caps are not allowed during exams or presentations and in efforts to minimize classroom disruptions, cell phone use is permitted in the event of family/work emergencies at which time students should step out of the classroom to take the call.

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. Basic marketing principles, ideas, and concepts,
  2. Insight into market strategy planning,
  3. An understanding of our market-driven system,
  4. The basis for further marketing studies and applications to other business courses and problems in the business world, and
  5. The development of analysis techniques and judgment useful to managers in acting with integrity to make decisions and taking action.
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:
Utilizing a relationship management approach, this course will focus on the fundamentals of building and maintaining relationships, which are of central importance to the success of a business. Additionally, this course will provide insight into the importance of how to sustain these relationships in building the image, reputation, and need-satisfying abilities through marketing channels. A career in marketing and/or sales is generally not conducive for those people who are shy or who have trouble speaking in front of people, therefore, participation (10%) and the written assignments (25%) comprise 35% of the final grade. Both will include class discussion, therefore if you are asked to complete/turn in an assignment, in class discussion will also take place. Students who never participate in class will receive zero points for participation. Please note that mere attendance does NOT count as participation. Participation is determined by your willingness to discuss the chapters as assigned, discussing assignments given in class, and by participating in any impromptu presentations.

The written assignments comprising 25% of the final grade include: (1) Development of a Self-Marketing Plan; and (2) Consumer Behavior Project. These two projects begin the first day of class and continue throughout the course and are due the last day of class. You are required to present the consumer behavior project at the end of the course. Weekly due dates for progression of each project are expected in order to receive feedback and allow timely editing if necessary before the final project is turned in the last week of class. Feedback and guidance will be given continuously during the entire course so students stay on track with the project. All materials are available on e-companion.

Grading:

Student understanding of the course and the material associated with the course will be measured by four (4) exams, including a comprehensive final. All exams carry equal weight with the exception of the final exam. Additional written projects and class participation will constitute the remaining portion of the course grade. Refer to schedule for assignments and due dates as well as exams. Semester grades will be determined as follows:
 
   

Points

Points

% of Grade

First Examination (Week 2-online)

150 Points

15%

Second Examination (Week 5-online)

150 Points

15%

Third Examination (Week 7-online)

150 Points

15%

Final Examination (Week 8-in class)

200 Points

20%

Written Assignments:
o Self-Marketing Plan
o Consumer Behavior Assignment
o In Class Assignments/Activities

250 Points

25%

Class Participation

100 Points

10%

Total

1000 Points

100%

 

Grade Legend

A =

900-1000

Points

B =

800-899

Points

C =

700-799

Points

D =

600-699

Points

F =

Below 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:
Assignments submitted late will not be accepted. Students are responsible for turning in all assigned material in a timely manner at the beginning of the class when they are due. If for some reason a student cannot be present at the beginning of class, it is the responsibility of the student to transmit the assignment via email before the beginning of class. Students must request a return verification form for the instructor to verify receipt.

Classroom Rules of Conduct:
As described, the classroom atmosphere should reflect the development of habits of behavior that will ultimately contribute to your success in the business world. Consequently, the policies established in this course are designed to promote a business-like atmosphere as well as an environment conducive to learning. As stated previously, the expectations include, but are not limited to, punctuality, good manners, and courteous behavior. Hats and caps are not allowed during exams or presentations and in efforts to minimize classroom disruptions, cell phone use is permitted in the event of family/work emergencies at which time students should step out of the classroom to take the call.

Course Topic/Dates/Assignments:

   

Week

Dates

Material

1

January 14

January 16

Chapter 1

Chapter 21
Chapter 2
Project Assigned
Marketing’s Value to Consumers, Firms, and Society
Ethical Marketing in a Consumer-Oriented World: Appraisal & Challenges
Marketing Strategy Planning
Consumer Marketing Assignment

2

January 21

January 23

Chapter 3
Chapter 4
Exam 1

Evaluating Opportunities in the Changing Marketing Environment
Focusing Marketing Strategy with Segmentation and Positioning
Chapters 1-4 & 21

3

January 28
January 30

Chapter 5
Chapter 6

Demographic Dimensions of Global Consumer Markets
Final Consumers and Their Buying Behavior

4

February 4
 
February 6
Chapter 8
Chapter 9
Chapter 10
Improving Decisions with Marketing Information
Elements of Product Planning for Goods and Services
Product Management and New-Product Development

5

February 11
 
February 13
Exam 2
Chapter 17 & 18
Chapter 11-13
Chapters 5, 6, 8-10
Pricing Objectives and Policies & Price Setting…
Placement/Distribution: Chapters combined

6

February 18
February 20
Chapter 14
Chapter 15
Promotion—Introduction to Integrated Marketing Communications
Personal Selling and Customer Service

7

February 25
 
February 27
Chapter 16
In Class Projects
Exam 3
Individual Consultations
Advertising and Sales Promotion
Retailing, Promotion, Personal Selling
Chapters 11-18
Final Project Consultations

8

March 4
March 6

Final Exam
Presentations

Comprehensive Final Exam
Consumer Marketing Presentations Begin

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 95-96

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 95

Attendance Policy:
Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.

  1. The instructor may excuse absences for valid reasons, but missed work must be made up within the semester/term of enrollment.
  2. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  3. In the event of two consecutive weeks of unexcused absences in a semester/term of enrollment, the student will be administratively withdrawn, resulting in a grade of "F".
  4. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  5. Students receiving Military Tuition Assistance or Veterans Administration educational benefits must not exceed three unexcused absences in the semester/term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.
  6. Report of a "F" grade (attendance or academic) resulting from excessive absence for those students who are receiving financial assistance from agencies not mentioned in item 5 above will be reported to the appropriate agency.

Park University 2011-2012 Undergraduate Catalog Page 98

Disability Guidelines:
Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page: 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:11/28/2012 11:40:04 AM