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MK 351 Principles of Marketing
McWilliams, Julie K.


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

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

Course

MK 351 Principles of Marketing

Semester

S1D 2013 DA

Faculty

McWilliams, Julie K.

Title

Adjunct Faculty vice Instructor

Degrees/Certificates

Master of Arts in Organizational Management
Bachelor of Arts in Business Administration
Associate in Risk Management

Daytime Phone

520-724-8066

Other Phone

520-888-2667 or 520-349-5270

E-Mail

Julie.McWilliams@park.edu

mcwilliamsjulie@yahoo.com

Semester Dates

January 14, 2013 to March 10, 2013

Class Days

Saturday

Class Time

8:30 a.m. to 2:00 p.m.

Credit Hours

3


Textbook:

Basic Marketing, Perrault and McCarthy, McGraw-Hill, 17th Edition
ISBN: 9780073381053

Textbooks can be purchased through the MBS bookstore

Additional Resources:
N/A

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:
Examines factors relevant to the marketing mix (product, promotion, distribution, and price) and to marketing management. 3:0:3

Educational Philosophy:

  • Provide a broad introduction to marketing concepts, the role of marketing in society and the organization, and various factors that influence marketing decision making.
  • Provide insight about decisions related to product, price, promotion and placement to meet the needs of a target market.
  • Provide an academic environment that is conducive to learning marketing theories and real-life applications.
  • Provide opportunities where students can analyze and apply marketing strategies.
  • Use the classroom, media, publications, Internet, libraries, and other community resources for assignments.
  • Use the classroom to share individual experiences, knowledge, and textbook/homework assignments for the benefit of all students.
  • Stimulate a desire in students to expand their understanding of marketing in the business world, and hold students accountable for their own learning. 

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. Demonstrate an understanding of 1) marketing principles/strategies in theory and practice, 2) marketing techniques in relation to the business environment, society and public relations, and 3) the significance of product, price, placement and promotion in the marketing mix.
  2. Discuss the various barriers to effective marketing, including global and economic factors.
  3. Relate the marketing strategy to organizational goals and objectives.
  4. Identify emerging target markets and buying trends.
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:

  • In-Class Participation:  Students are expected to bring real life examples to class that relate to text assignments (topics, issues, publications, experiences, stories, etc.), and actively participate in classroom discussions and group projects.
  • Mid-term examination:  Instructor will provide criteria for success; to be administered during fourth week of class. 
  • Core Assessment/Final Exam:  Instructor will provide criteria for success; to be administered during last class.
  • Marketing Analysis:  Written essay and in-class (informal) presentation with follow-up discussion period.  Refer to attachment "MK351 Marketing Analysis" for specifics.
  • Research Project:  Analysis of a selected organization comprised of three (3) formal papers.  Refer to attachment "MK351 Research Project" for specifics.
  • Oral Presentation:  Each student will make a formal PowerPoint presentation based on their Research Project.  The Research Project presentations will be scheduled during the final class of the semester.  AN ABSENCE CANNOT BE MADE UP AFTER THE TERM ENDS.  A Research Project presentation may be scheduled earlier if the student knows he/she will not be able to attend the final class; the instructor retains the right to approve/disprove any changes in schedule format.
  • Instructor Learning Objectives will be assessed through in-class discussions, examinations, written papers and formal presentations.

Grading:

Assignment

Points

Percent of Grade

Attendance/In-class Participation (8 @ 40 pts) 

320

32%

In-class Mid-term Exam                              

100

10%

*Marketing Analysis Paper/Presentation

100

10%

In-Class Core Assessment/Final Exam

200

20%

Research Project (3 papers @ 60 pts)

180  Per guidelines

18%

Research Project (presentation)

100  Per guidelines

10%

Total

1000

 100%

*attachment MK351 Marketing Analysis

attachment MK351 Research Project

 

The following will be used to assign course letter grades:

      A = 1000-900       B = 899-800       C = 799-700       D = 699-600       F = 599-0       

Grading Criteria:  The instructor will use the following criteria as a framework for evaluating student submissions.
“A” Work is thorough, creative, and insightful. Work will contain very few, if any presentation and grammatical errors, and content will integrate course concepts within the scope of the assignment. Work would serve as an example that instructor could use for illustration.
“B” Work is well presented with evidence of effort apparent. Understanding of concepts is evident but the integration of ideas may be lacking. A few errors may be present.
“C” Work meets the minimum requirements of the assignment.
“D” Work does not meet minimum requirements.
“F” Unacceptable work

Extra Credit
No extra credit is offered in this course.


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 are late if not posted within the corresponding ecompanion drop box by 10:59 pm MST/11:59 pm CDT on the due date.  (Individual Case Study papers/presentations are due on the class date assigned.)  Late submissions will be eligible for reduced points as follows:

Posted 1-24 hours after due date/time:       15% deduction

Posted 25-48 hours after due date/time:     30% deduction

Posted 49-72 hours after due date/time:     50% deduction

Papers will not be accepted if submitted more than three days (73 hours or more) after the due date and student will receive zero (0) points for the assignment. 

Please note:  Week 8 assignments cannot be accepted for credit after 10:59 pm MST/11:59 pm CDT the last day of the semester (Sunday, March 10, 2013). A significant deduction will be assessed for missing or late PowerPoint submission.

Classroom Rules of Conduct:

  • Each class will consist of lecture, instructor selected activities for student participation, and group discussions.  Group activities, classroom discussions, individual research, auxiliary materials (e.g., video tapes, handouts) will be used to enhance students’ learning experience.  Text assignments are required for every student.
  • Students are responsible for all scheduled assignments before the class meets.  Preparation will broaden the learning experience of individual students and the classroom as a whole.  The instructor will provide guidelines and grading criteria for all major assignments.
  • Students will demonstrate their understanding of marketing principles, concepts, theories, and practical application through class participation, group discussions, written assignments, in-class examinations, oral presentations, and the Core Assessment/Final Exam.
  • This class has a closed laptop policy.  All laptop computers must remain closed during class unless their use is specifically authorized by the instructor.  Use of any other electronic device in the classroom is prohibited, including Blackberries or any other telecommunication/entertainment devices.  Students accessing laptop computers or other electronic devices during class time will be considered non-participatory and will consequently earn substantially fewer participation points due to their lack of involvement in classroom discussions and activities

Course Topic/Dates/Assignments:

Class 1, January 19, 2013
Introductions

Overview of course                                                                                                    

Review Syllabus

Assign Due Dates for Marketing Analysis Papers/Presentations

Select companies/organizations for Research Projects

Discuss Text Assignments:

Chapter 1    Marketing’s Value To Consumers, Firms, And Society

Chapter 2    Marketing Strategy Planning

Chapter 3    Evaluating Opportunities in the Changing Marketing Environment

Chapter 4    Focusing Marketing Strategy With Segmentation and Positioning

Chapter 5    Demographic Dimensions Of Global Consumer Markets

Case Study #1 "McDonald’s ‘Seniors’ Restaurant"

Case Study #7 "Waituiwa Lodge"

 

Class 2, January 26, 2013

*Marketing Analysis Papers/Presentations

Discuss Text Assignments:

Chapter 6    Final Consumers And Their Buying Behavior

Chapter 7    Business And Organizational Customers And Their Buying Behavior

Chapter 8    Improving Decisions With Marketing Information


Class 3, February 2, 2013

*Marketing Analysis Papers/Presentations

Discuss Text Assignments:

Chapter 9    Elements Of Product Planning For Goods And Services

Chapter 10  Product Management And New-Product Development

Review for In-Class Exam

Submit Paper:  Research Project Part I - Introduction and Background


Class 4, February 9, 2013

In-Class Exam

*Marketing Analysis Papers/Presentations

Discuss Text Assignments:

Chapter 11  Place And Development Of Channel Systems

Chapter 12  Distribution Customer Service And Logistics

Chapter 13  Retailers, Wholesalers, And Their Strategy Planning

Case Study #22 "Bright Light Innovations: The Starlight Stove"


Class 5, February 16, 2013

In-Class Exam – Post Review

*Marketing Analysis Papers/Presentations

Discuss Text Assignments:

Chapter 14  Promotion – Introduction Integrated Marketing Communications

Chapter 15  Personal Selling And Customer Service

Submit Paper:  Research Project Part II - Marketing Mix Assessment

 

Class 6, February 23, 2013

*Marketing Analysis Papers/Presentations

Discuss Text Assignments:

Chapter 16  Advertising And Sales Promotion

Chapter 17  Pricing Objectives And Policies

Chapter 18  Price Setting In The Business World


Class 7, March 2, 2013

*Marketing Analysis Papers/Presentations

Discuss Text Assignments:

Chapter 19  Implementing And Controlling Marketing Plans: Evolution And Revolution

Chapter 20  Managing Marketing’s Link With Other Functional Areas

Chapter 21  Ethical Marketing In A Consumer-Oriented World: Appraisal And Challenges

Review for In-Class Core Assessment/Final Exam

Submit Paper:  Research Project Part III - Recommendations for the Future

 

Class 8, March 9, 2013

Core Assessment/Final Exam

PowerPoint Presentations: MUST FULFILL TIME AND CONTENT REQUIREMENTS


THE RESEARCH PROJECT POWERPOINT ASSIGNMENT MUST BE SUBMITTED BY 10:59 pm MST/11:59 pm CDT MARCH 10, 2013.


*"Marketing Analysis Papers/Presentations":  Each student will be assigned a specific date for this assignment which consists of a paper (850-word minimum) and informal presentation (5-10 minutes) followed by class discussion (10-15 minutes).  Refer to attachment "MK351 Marketing Analysis" for specific requirements.

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 .

Additional Information:
EXCEPTION TO ATTENDANCE POLICY:  For documented military TDY, each missed class will reflect 50% of the allowable points (4 points versus 8 points per week).

ATTACHMENTS:  Specifications for the Marketing Analysis Paper/Presentation and the Research Project are included as attachments to this syllabus.


Attachments:
MK351 Marketing Analysis

MK351 Research Project

MK351 Research Project Feedback Forms

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:12/1/2012 6:08:36 PM