MKTG 3703 - Marketing Concepts and Practice
Fall 2026 Syllabus, Section 02, CRN 40062,
Credit hours: 3
Course Meeting Times
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Instructor
Elizabeth Brauer
Email: eabrauer@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.) | Solomon, M. R., Marshall, G. W., Stuart, E. W., Burkhalter, J. N., & Carlson, B. | 9780138116149 |
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 | Read Chapter 1; Create Video Post on Discussion Board on Blackboard Video post is due on Friday at 11:59 PM; 2 responses to at least two of your peers are due Sunday at 11:59 PM |
Marketing as value creation and the 4 Ps | Read the syllabus; Purchase textbook; Read Marketing Plan Project directions & Select a product for your project Sign-up form and approved product list are posted in Module 1 on Blackboard; product selection opens Oct. 19 and closes Sunday, Oct. 25 at 11:59 PM. |
| 10/26 | Read Chapter 1; Video post is due on Friday at 11:59 PM; 2 responses to at least two of your peers are due Sunday at 11:59 PM | Strategic planning, SWOT, and marketing objectives | Due 10/25 before 11:59:48pm: lms_1786894_1 |
| 11/2 | Read Chapter 3; Video post is due on Friday at 11:59 PM; 2 responses to at least two of your peers are due Sunday at 11:59 PM | Consumer behavior and decision process | Due 11/1 before 11:59:17pm: lms_1786963_1 Due 11/1 at 11:59pm: lms_1786965_1 |
| 11/9 | Read Chapter 6; Video post is due on Friday at 11:59 PM; 2 responses to at least two of your peers are due Sunday at 11:59 PM | Segmentation, targeting, and positioning | Due 11/8 before 11:59:41pm: lms_1786966_1 |
| 11/16 | Read Chapter 7; Video post is due on Friday at 11:59 PM; 2 responses to at least two of your peers are due Sunday at 11:59 PM | Product strategy, branding, packaging, and PLC | Due 11/15 before 11:59:48pm: lms_1786967_1 Due 11/15 at 11:59pm: lms_1786999_1 lms_1787430_1 |
| 11/23 | Read Chapter 9; Video post is due on Friday at 11:59 PM; 2 responses to at least two of your peers are due Sunday at 11:59 PM | Pricing strategy and tactics | Due 11/22 before 11:59:32pm: lms_1787443_1 |
| 11/30 | Read Chapter 10; Video post is due on Friday at 11:59 PM; 2 responses to at least two of your peers are due Sunday at 11:59 PM Read Chapter 11; Video post is due on Friday at 11:59pm; 2 responses to at least two of your peers are due Sunday at 11:59pm |
Distribution/place strategy Integrated marketing communications and final project integration |
Due 11/29 before 11:59:03pm: lms_1787444_1 Due 11/29 at 11:59pm: lms_1787446_1 Due 12/6 before 11:59:09pm: lms_1787447_1 Due 12/6 at 11:59pm: lms_1787448_1 Due 12/10 at 11:59pm: lms_1787449_1 lms_1787450_1 lms_1788258_1 |
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.