MKTG 3703 - Marketing Concepts and Practice
Fall 2026 Syllabus, Section 01, CRN 42870,
Credit hours: 3
Course Meeting Times
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Instructor
Millie Rodriguez
Email: mjrodriguez02@ysu.edu
Course Description
3703. Marketing Concepts and Practice. The activities involved in marketing products, services, and ideas examined within a framework of customer management. Topics include global marketing environment, market analysis and segmentation, consumer behavior, product development and management, pricing, promotion, and distribution. Marketing is examined from its role as a central function of business and non-profit organizations, and from its dominant role in a market economy. Prereq.: sophomore standing, 2.5 GPA. 3 s.h.
Course Readings
| Group | Title | Author | ISBN |
|---|---|---|---|
| Required | Marketing: Real People, Real Choices, 12th ed., New York, NY: Pearson | • Michael R. Solomon, Greg W. Marshall, & Elnora W. Stuart, | 13:9780138116071 |
Michael R. Solomon, Greg W. Marshall, & Elnora W. Stuart, Marketing: Real People, Real Choices, 12th ed., New York, NY: Pearson, ISBN:13:9780138116071
The course readings are subject to change in the event of extenuating circumstances, research developments, current events, and/or to ensure better learning.
Assignments/Assessments
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Schedule of Topics and Assignments
| Week of | Reading(s) | Proposed Topic | Due/To Prepare for Class |
|---|---|---|---|
| 10/19 | Chapter 1 | Introduction to Marketing; Marketing Strategy; Creating Customer Value; Brand You and Career Development | Review course orientation materials and syllabus; complete Blackboard orientation; Discussion Board Introduction |
| 10/26 | Chapters 2 & 3 | Global Marketing; Ethics and Sustainability; Strategic Market Planning; Competitive Advantage | Assignment #1 due 11/02; Quiz 1 |
| 11/2 | Chapters 4 & 5 | Market Research; Marketing Analytics; Customer Relationship Management; Big Data; Market Segmentation and Positioning | Assignment #2 due 11/09; Quiz 2 |
| 11/9 | Chapters 6 & 7 | Consumer and Business Markets; Consumer Behavior; Organizational Buying; Marketing Decision-Making | Assignment #3 due 11/16; Quiz 3 |
| 11/16 | Chapters 1–7; Chapters 8 & 9 | Review and Application of Marketing Concepts from Chapters 1–7; Introduction to Chapters 8 and 9 | Cumulative Test #1; Quiz 4 Day: Mon |
| 11/23 | Chapters 10 & 11 | Pricing Strategy; Distribution Channels; Logistics and Supply Chain Management; Ethical Considerations in Pricing and Distribution | Read and review chapter materials only. No assignments or quiz due. |
| 11/30 | Chapters 12, 13 & 14 | Integrated Marketing Communications; Social Media Marketing; Advertising; Personal Selling; Sales Promotion; Public Relations; Retailing and Service Marketing | Assignment #4 due 12/07; Quiz 5 |
The course schedule, policies, procedures, and assignments in this course are subject to change in the event of extenuating circumstances, by mutual agreement, and/or to ensure better learning.