MK 351 Principles of Marketing
S1D 2013 DA
McWilliams, Julie K.
Adjunct Faculty vice Instructor
Master of Arts in Organizational ManagementBachelor of Arts in Business AdministrationAssociate in Risk Management
520-888-2667 or 520-349-5270
January 14, 2013 to March 10, 2013
8:30 a.m. to 2:00 p.m.
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 firstname.lastname@example.org or call 800-927-3024Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.
Learning Outcomes: Core Learning Outcomes
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 RubricClass Assessment:
Percent of Grade
Attendance/In-class Participation (8 @
In-class Mid-term Exam
*Marketing Analysis Paper/Presentation
In-Class Core Assessment/Final Exam
(3 papers @ 60 pts)
*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
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.
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:
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
Class 1, January 19, 2013
Overview of course
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
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
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
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"
In-Class Exam – Post Review
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
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
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
*"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.
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 AnalysisMK351 Research ProjectMK351 Research Project Feedback FormsRubric
Last Updated:12/1/2012 6:08:36 PM