Syllabus for MKM-700



This course is an in-depth survey of marketing. The flow of goods and services between consumers and marketing organizations, marketing environments, competitive markets and factors, are examined. Specific attention is given to market identification and segmentation, target market selection, strategic planning along with implementation and evaluation, the nature and development of products, pricing, distribution, and promotion.   


After completing this course, you will be able to:


  1. CO1 Explain how marketing fits into organizational structure and the importance of marketing to organizational success.
  2. CO2 Evaluate positioning strategies based on market segmentation and target marketing.
  3. CO3 Apply the 4Ps (Product, Price, Place, and Promotion) of marketing to position an offering.
  4. CO4 Emphasize the importance of marketing research in the development of marketing strategy.
  5. CO5 Compare and contrast business-to-consumer markets and business-to-business markets.
  6. CO6 Design a process for product development.
  7. CO7 Classify products that are services, those that are goods, and those that are a mixture of goods and services.
  8. CO8 Construct a marketing plan that could be implemented and evaluated by a person familiar with basic marketing concepts and given the specified resources.


You will need the following materials to do the work of the course. The required textbook is available from the College’s textbook supplier, MBS Direct.

Required Textbook

  1. Marshall, Greg W. and Johnston, Mark W. (2011).  Essentials of Marketing Management. New York, NY: McGraw Hill/Irwin.  

ISBN-13: 978-0-07-802878-6


Marketing Management is a three-credit online course, consisting of four (4) modules. Modules include an overview, topics, learning objectives, study materials, and activities. Module titles are listed below.

  1. Module 1: Introduction to Marketing Management
  2. Module 2: Information Drives Marketing Decision Making

  1. Module 3: Developing the Value Offering
  2. Module 4: Communicating and Delivering the Value Offering


For your formal work in the course, you are required to participate in four (4) graded discussion forums, two (2) synchronous events, and to complete three (3) written assignments. You are also required to complete a comprehensive midterm assignment and a final group project.

Consult the Course Calendar for due dates.

Discussion Forums

This course requires you to participate in four (4) graded discussion forums. There are also one ungraded but required introduction forum in Module 1. In addition, there are two discussion forums for synchronous events. Group discussion forums are also available for each group to work on the final marketing plan collaboratively.

You should follow the Guidelines for Discussion Forums below.

  1. You are to work to make these as much like an in-class discussion as possible in our online environment.
  2. Make your initial posting before you read what others have posted and make yours early.
  3. Your comments on the postings of others should be substantive and should move the discussion forward.  Comments like “Great Post” or “I agree” do neither.  Your comments should do things like ask or answer questions or provide additional information or examples.
  4. Do be positive.  Feel free to disagree with each other but not disagreeably.
  5. Don’t feel you must have the absolutely correct answer before you can comment.  Your job is to be a learner and you are not expected to be an expert.
  6. Please proof-read before posting.

Written Assignments

You are required to complete three (3) written assignments. The written assignments require you apply the concepts and theories to answer questions or analyze scenarios that are related to the topics covered in each module.

Synchronous Events

You are required to participate in two synchronous events during Week 3 and 8 of the semester. You will dial into a teleconference number (provided by your mentor) at a set time. Your mentor will work with the class to propose a time that works best and accommodates the majority. Both synchronous events will focus on the marketing plan assignment. See the Module 2 and Module 4 areas of the course web site for further details.

Comprehensive Midterm Assignment

You are required to complete a comprehensive midterm assignment that covers modules 1 and 2. The midterm assignment consists of six (6) questions similar to questions in written assignments and you are asked to answer five (5) of them. You will submit this midterm assignment by Saturday of midterm assignment week (see the course Calendar), doing it in the same way you have for your other written assignments in this course.

The midterm assignment is located in the Midterm Assignment area of the course Web site.

Final Group Project

You are required to complete a final project as a group for this course. You are required to form a group of 2 to 5 members depending on the course enrolment at the end of Week 1 and work collaboratively to write a marketing plan for a new restaurant. This includes to decide a final project title, research and identify the resources and references, draft the paper, present the paper, and finalize and submit the final project paper as a group. The Groups space in this course provides you an online space to discuss, share, critique, and elaborate among your group members. It is also an online space for you to demonstrate your group work together to complete your final project.  

Your group grade of the final project includes three parts: your participation and presentation of Synchronous Event 1 (2%), your participation and presentation of Synchronous Event 2 (4%), and  the final marketing plan (30%).  

As part of your final project grade, you are also required to rate your group members' efforts in completing your final project. This will be an anonymous peer evaluation that requires you to download and complete a group evaluation form. The mentor will average your peers' ratings which counts 20% of your individual final paper grade. The mentor's grading of your group's final project counts 80% of your individual final paper grade.

See the Final Project area of the course web site for further details.


Your grade in the course will be determined as follows:

  1. Discussion forums (4)—20%
  2. Written assignments (3)—24%
  3. Midterm assignment (Modules 1–2)—20%
  4. Final project—36%
  1. Synchronous Event 1 (2%)
  2. Synchronous Event 2 (4%)
  3. Final Project Grade (30%)
  1. Peer Group Evaluation (30x20%=6%)
  2. Final Project Paper (30x80%=24%)

All activities will receive a numerical grade of 0–100. You will receive a score of 0 for any work not submitted. Your final grade in the course will be a letter grade. Letter grade equivalents for numerical grades are as follows:
























Below 73

To receive credit for the course, you must earn a letter grade of C or higher on the weighted average of all assigned course work (e.g., assignments, discussion postings, projects, etc.). Students must maintain a B average to remain in good academic standing.


First Steps to Success

To succeed in this course, take the following first steps:

  1. Read carefully the entire Syllabus, making sure that all aspects of the course are clear to you and that you have all the materials required for the course.
  2. Take time to read the entire Online Student Handbook. The Handbook answers many questions about how to proceed through the course, and how to get the most from your educational experience at Thomas Edison State College.
  3. Familiarize yourself with the learning management systems environment—how to navigate it and what the various course areas contain. If you know what to expect as you navigate the course, you can better pace yourself and complete the work on time.
  4. If you are not familiar with Web-based learning be sure to review the processes for posting responses online and submitting assignments before class begins.

Study Tips

Consider the following study tips for success:

  1. To stay on track throughout the course, begin each week by consulting the course Calendar. The Calendar provides an overview of the course and indicates due dates for submitting assignments, posting discussions, and scheduling and taking examinations.
  2. Check Announcements regularly for new course information.


Students at Thomas Edison State College are expected to exhibit the highest level of academic citizenship. In particular, students are expected to read and follow all policies, procedures, and program information guidelines contained in publications; pursue their learning goals with honesty and integrity; demonstrate that they are progressing satisfactorily and in a timely fashion by meeting course deadlines and following outlined procedures; observe a code of mutual respect in dealing with mentors, staff, and other students; behave in a manner consistent with the standards and codes of the profession in which they are practicing; keep official records updated regarding changes in name, address, telephone number, or e-mail address; and meet financial obligations in a timely manner. Students not practicing good academic citizenship may be subject to disciplinary action including suspension, dismissal, or financial holds on records.

Academic Dishonesty

Thomas Edison State College expects all of its students to approach their education with academic integrity—the pursuit of scholarly activity free from fraud and deception. All mentors and administrative staff members at the College insist on strict standards of academic honesty in all courses. Academic dishonesty undermines this objective. Academic dishonesty takes the following forms:

  1. Cheating
  2. Plagiarizing (including copying and pasting from the Internet without using quotation marks and without acknowledging sources)
  3. Fabricating information or citations
  4. Facilitating acts of dishonesty by others
  5. Unauthorized access to examinations or the use of unauthorized materials during exam administration
  6. Submitting the work of another person or work previously used without informing the mentor
  7. Tampering with the academic work of other students

Academic dishonesty will result in disciplinary action and possible dismissal from the College. Students who submit papers that are found to be plagiarized will receive an F on the plagiarized assignment, may receive a grade of F for the course, and may face dismissal from the College.

A student who is charged with academic dishonesty will be given oral or written notice of the charge. If a mentor or the College official believes the infraction is serious enough to warrant referral of the case to the academic dean, or if the mentor awards a final grade of F in the course because of the infraction, the student and the mentor will be afforded formal due process.

If a student is found cheating or using unauthorized materials on an examination, he or she will automatically receive a grade of F on that examination. Students who believe they have been falsely accused of academic dishonesty should seek redress through informal discussions with the mentor, through the office of the dean, or through an executive officer of Thomas Edison State College.


Using someone else’s work as your own is plagiarism. Although it may seem like simple dishonesty, plagiarism is against the law. Thomas Edison State College takes a strong stance against plagiarism, and students found to be plagiarizing will be severely penalized. If you copy phrases, sentences, paragraphs, or whole documents word-for-word—or if you paraphrase by changing a word here and there—without identifying the author, then you are plagiarizing. Please keep in mind that this type of identification applies to Internet sources as well as to print-based sources. Copying and pasting from the Internet, without using quotation marks and without acknowledging sources, constitutes plagiarism. (For information about how to cite Internet sources, see Online Student Handbook > Academic Standards > “Citing Sources.”)

Accidentally copying the words and ideas of another writer does not excuse the charge of plagiarism. It is easy to jot down notes and ideas from many sources and then write your own paper without knowing which words are your own and which are someone else’s. It is more difficult to keep track of each and every source. However, the conscientious writer who wishes to avoid plagiarizing never fails to keep careful track of sources.

Always be aware that if you write without acknowledging the sources of your ideas, you run the risk of being charged with plagiarism.

Clearly, plagiarism, no matter the degree of the intent to deceive, defeats the purpose of education. If you plagiarize deliberately, you are not educating yourself, and you are wasting your time on courses meant to improve your skills. If you plagiarize through carelessness, you are deceiving yourself.

Thomas Edison State College. All Rights Reserved.