Syllabus for MKM-560



Marketing Management is an in-depth survey of marketing. The flow of goods and services between consumers and marketing organizations, marketing environments, and 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, and the nature and development of products, pricing, distribution, and promotion. 



After completing this course, you will be able to:


CO 1    Evaluate positioning strategies based on market segmentation and target marketing.

CO 2    Apply the 4Ps (product, price, place, and promotion) of marketing to position an offering.

CO 3    Evaluate the importance of marketing research in the development of marketing strategy.

CO 4    Differentiate business-to-consumer markets and business-to-business markets.

CO 5    Develop a process for product, service, and idea development.

CO 6    Construct a marketing plan.


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

Required Textbook

ISBN-13: 978-0078028861


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


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

Consult the Course Calendar for due dates.

Promoting Originality

One or more of your course activities may utilize a tool designed to promote original work and evaluate your submissions for plagiarism. More information about this tool is available in About SafeAssign.

Discussion Forums

This course requires you to participate in four graded discussion forums. There is also one ungraded but required Introductions 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.

For each of the discussions in this course, we will use a single-thread approach in which you will be responding to an established comment thread. That is, you will simply join the conversation that has been started instead of creating your own response to the question anew. The first respondent will need to start the thread. Procedurally, this means you will need to:

  1. Answer the posed question. If you are the first to respond, you will create the discussion thread. If you are not, you should respond to the previous thread, as the instructor and peers move the conversation forward. Think “classroom environment,” where conversations typically change and morph as additional points of consideration are offered.

  1. Take into consideration what students have previously posted and sub-conversations associated with the posts by synthesizing their content into your response within the same conversation stream. This model allows the conversation to grow and change as the group’s knowledge increases and additional areas of importance are addressed.

When posting in each forum, consider the following guidelines.

Guidelines for Discussion Forums

Written Assignments

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

When posting your written assignments, consider the following guidelines.

Guidelines for Written Assignments

Synchronous Events

You are required to participate in two synchronous events during Week 3 and Week 8 of the semester. Each synchronous event will be held in Edison Live!, our virtual meeting space. To access the event, click the Collaboration Space link in the Edison Live! section of the course site a few minutes before the designated time. Use the following link for directions and helpful videos: How to Use the Edison Live! Tool in Moodle. 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 Final Project area of the course website for further details.

Final Group Project

You are required to complete a final project as a group for this course. You will form a group of two to five members, depending on the course enrollment at the end of Week 1, and you will work collaboratively to write a marketing plan for a selected business. This includes deciding on a final executive summary, situational analysis, marketing strategy, financials, implementation, presenting the paper, and finalizing and submitting the final project paper as a group. The Final Project Group Forum link in the Final Project area of this course provides you with 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 four parts:

  1. Your participation and presentation of Synchronous Event 1 (5%)

  1. Your submission of a checkpoint that includes both Section II (situational analysis) and Section III (marketing strategy minus the detailed marketing tactics) (10%)

  1. Your participation and presentation of Synchronous Event 2 (5%)

  1. The final marketing plan (27%)

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 a peer evaluation that requires you to download and complete a group evaluation form. The group evaluation will be worth 3% of your total grade for the course and will be based upon the evaluations you have provided for how the group worked together on the final project.

See the Final Project area of the course website for further details.


Your grade in the course will be determined as follows:

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). Graduate students must maintain a B average overall to remain in good academic standing.

Lateness Policy

The University's late assignment policy states that written assignments should be submitted no later than

the due date unless prior arrangements are made with the mentor and a new due date is established. If

you submit an assignment after the due date without having made arrangements with the mentor, a

minimum of 5 points (based on an assignment grading scale of 100 points) or 5 percent of the total points

will be deducted for each week, or part thereof, that the assignment is late. To receive credit for

discussion forum assignments, you must actively participate during the assigned discussion period. Also,

unless you have registered for an extension, assignments submitted after the semester ends (or after the

extension date expires) will be returned to you ungraded.

Active duty military students in receipt of Temporary Additional Duty orders (TDY) may be exempted from

point deductions if their orders prescribe a return-to-class date that allows for sufficient time to complete

the remaining course requirements, which is generally defined as allowing the student to miss no more

than 1/3 of the total semester.

Military students with TDY orders shall follow the procedures, found on the OMVE website to establish

new due dates without penalty for written assignments and discussion boards.


First Steps to Success

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

Study Tips

Consider the following study tips for success:


Thomas Edison State University is committed to maintaining academic quality, excellence, and honesty. The University expects all members of its community to share the commitment to academic integrity, an essential component of a quality academic experience.

Students at Thomas Edison State University 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.

All members of the University community are responsible for reviewing the Academic Code of Conduct Policy in the University Catalog and online at Thomas Edison State University.

Academic Dishonesty

Thomas Edison State University 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 University insist on strict standards of academic honesty in all courses. Academic dishonesty undermines this objective. Academic dishonesty can take the following forms:


Thomas Edison State University is committed to helping students understand the seriousness of plagiarism, which is defined as using the work and ideas of others without proper citation. The University takes a strong stance against plagiarism, and students found to be plagiarizing are subject to discipline under the academic code of conduct policy.

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, or without identifying it as a direct quote, 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 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.

For examples of unintentional plagiarism, advice on when to quote and when to paraphrase, and information about writing assistance, click the links provided below.

Examples of Unintentional Plagiarism

When to Quote and When to Paraphrase

Writing Assistance at Smarthinking

Disciplinary Process for Plagiarism

Acts of both intentional and unintentional plagiarism violate the Academic Code of Conduct.

If an incident of plagiarism is an isolated minor oversight or an obvious result of ignorance of proper citation requirements, the mentor may handle the matter as a learning exercise. Appropriate consequences may include the completion of tutorials, assignment rewrites, or any other reasonable learning tool in addition to a lower grade for the assignment or course. The mentor will notify the student and appropriate dean of the consequence by e-mail.

If the plagiarism appears intentional and/or is more than an isolated incident, the mentor will refer the matter to the appropriate dean, who will gather information about the violation(s) from the mentor and student, as necessary. The dean will review the matter and notify the student in writing of the specifics of the charge and the sanction to be imposed.

Possible sanctions include:

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