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MK 351 Principles of Marketing
Morin, Rena P.


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

MK351 Principles of Marketing

Semester

S1J 2013 DNH

Faculty

Morin, Rena P.

Title

Adjunct Faculty

Degrees/Certificates

BS - Friends University
MSM - Friends University
AA - University of Maryland

Office Location

Not located on campus

Office Hours

Arrange a time-appointment basis

Daytime Phone

660-864-4132 Cell Phone

E-Mail

rena.morin@park.edu

morinmr@yahoo.com

Semester Dates

Jan 14 - March 10 2013

Class Days

--M-----

Class Time

5:30 - 8:45 PM

Credit Hours

3


Textbook:


Three textbooks are available which all have the same identical materials however item 1 is preferred choice of Park University.  I also have some past students that are willing to sell their used text book at a reduced price just email me and I will pass along their information.
 
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.

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.)

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

Because of the rapidly changing marketing environment, students are expected to keep up with current consumer and business issues that affect marketing via on-line or hard-copy periodicals such as BusinessWeek, New York Times, MarketWatch, etc.

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/.

http://www.marketwatch.com
http://newyorktimes.com
http://businessweek.com
http://cnn.com

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:

Class and group participation, exams, case study, and projects will be used to assess activities.  The exams may consist of some combination of multiple choice and essay questions.  For the multiple choice questions, you will be asked to pick the best answer (there is only one) from among those presented.  After you get the exam back, however if you think that a question is ambiguous or that more than one answer is appropriate, you will have the opportunity to discuss.  
You should recognize from the very beginning that there is much more material in your reading assignment and related activities than is possible to cover, repeat and develop in detail in class.  Lectures will only touch on some of the issues.  Class discussions and related assignments will be directly relevant to your understanding of the material, but the exam will go into depth on what you have assigned to read.  The discussion portion of the exams will not simply ask you to recite a particular idea or concept developed in your reading or a specific class discussion but will require that you demonstrate an ability to analyze a situation, determine relevant issues and integrate a set of ideas.  That is what you are expected to do with the class assignments we will cover throughout the course.  Please keep in mind that being prepared and present for the exams is your responsibility.  
The instructor's educational philosophy is to involve the students thoroughly in the learning process by means of class discussion and interactive lectures, videos, projects and cases.  We will focus on events related to Marketing and develop an understanding application of key terms while developing critical thinking skills that enable students to look a issues from multiple perspectives.  the emphasis is on teaching fundamentals as well as real world applications.  
Provide an academic environment that is conducive to learning marketing theories and real life applications.  Stimulate a desire in students to expand their understanding of marketing in the business world, and hold  them 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. Understand the differences between marketing methods
  2. Employ the SWOT analysis in market decisions.
  3. Understand consumer motivations
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 examinations:  Instructor will provide criteria for success. 
  • Core Assessment:  Comprehensive practical exam based on case study.
  • Marketing Analysis:  Individual paper and in-class presentation related to course topics.  Late submission will result in 50% reduction of the possible earned points.
  • Final Project:  All Final Projects are due on the last scheduled class date. 
  • Oral Presentation:  (Depending on the size of the class if this will be used) Each student will make a presentation based on his or her Final Project.  Presentations will be scheduled during the final class of the semester.  AN ABSENCE CANNOT BE MADE UP AFTER THE TERM ENDS.  A 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.

 

 

Grading:

You will be provided with ongoing progress reports of your average grade throughout the term. 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.  

Course Assignments

Point and Corresponding Percentage Assignments

Item

Points

Percentage of Grade

Homework (8@20)

160

16%

Current Event 1

50

5%

Current Event 2

50

5%

Case Discussion (6@40)

240

24%

Midterm/Quizzes                    

200

20%

Final

200

20%

Participation (Continual)

100

10%

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

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 unless prior arrangements have been made between the student and the instructor.   Assignments are due at 5:30 p.m. on the due date.  Assignments that are late are automatically lowered one grade.  It late work is associated with an excused absence (agreed and granted by the instructor) makeup must be met on time or the student submission will be classified as late. 

Classroom Rules of Conduct:
Students are expected  to be prepared and participate in weekly discussion.  Respect the opinion of others, challenge ideas, not other students.  All cell phones and pagers must be turned off or on silent mode.  If you receive an emergency call please take it out of the classroom.  

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.  The 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.

Course Topic/Dates/Assignments:

 

The following is an abbreviated schedule and subject to change. I am available to assist you at each step along the way. Just send me an email or give me a call at the number in the upper left hand corner of this syllabus.
 
Week 1:  Readings: Text: Read Chapters 1 and 2 Lecture Notes/PPT Overviews for week 1 · On-Line Discussion Assignment: Read McDonald's "Seniors" Restaurant in the case studies at the end of your book.  Answer questions at the end of the case study and prepare to discuss in class and turn in for grade.   
 
Week 2:  Readings: Text: Read Chapters 3, 4 and 5 Lecture Notes/PPT Overviews for week 2 · On-Line Discussion Assignment: Read Harvest Foods (case in the back of the book) and post to the Discussion Area, your response to the questions at the end of the case.  You may provide any other comments you wish. · Homework: Answer certain assigned questions for week 2 and the internet exercises.
 
Week 3: Readings: Text: Read Chapters 6, 7 and 8 Lecture Notes/PPT Overviews for week 3 · On-Line Discussion Assignment: Read Taffe's Ice Land, (case study at the back of the book) and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish. · Current event paper due.
 
Week 4: Readings: Text: Read Chapters 9, 10 and 12 (Skip chapter 11)  Lecture Notes/PPT Overviews for week 4 · On-Line Discussion Assignment: None for this week. · Homework: Answer the assigned questions for week 4   Mid Term Test
 
Week 5: Readings: Text: Read Chapters 12, 13 and 14 Lecture Notes/PPT Overviews for week 5 · On-Line Discussion Assignment: Read MANU Soccer Academy (case study at thend of the book) and post to the Discussion Area, your response to the questions at the end of the case. You may provide any other comments you wish. · Homework: Answer the assigned questions for week 5
 
 Week 6: Readings: Text: Read Chapters 15, 16 and 17 Lecture Notes/PPT Overviews for week 6 · On-Line Discussion Assignment: Answer one of the questions and respond to at least two of your classmates post to the Discussion Area, Answer the assigned questionsfor week 6.  Current event paper due.
 
Week 7:  Read Chapters 18, 19 and 20 Lecture Notes/PPT Overviews for week 7 · On-Line Discussion Assignment: None. · Answer the assigned questions for week 7
 
Week 8:  Readings: Text: Read Chapters 16 and 17 Lecture Notes/PPT Overviews for week 8 · Final: The second and final exam must be taken in person before the end of the this week

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:


 

Bibliography:



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:12/10/2012 2:05:51 PM