MKTG 3703 - Marketing Concepts and Practice
Fall 2026 Syllabus, Section 03, CRN 42494,
Credit hours: 3
Course Meeting Times
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Instructor
Joanna Forbes
Email: jrforbes01@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 |
Textbook:
Marketing: Real People, Real Choices, 12th edition By: Michael R. Solomon Published by Pearson (10 March 2025) © 2026. ISBN-10 : 0138116148
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 |
|---|---|---|---|
| 8/24 | Chapter 1 | Welcome to Course Welcome to the World of Marketing: Create and Deliver Value |
|
| 8/31 | Chapter 2 | Global, Ethical, and Sustainable Marketing | Quiz Chapter 1 Create Groups |
| 9/7 | Chapter 3 | Strategic Market Planning | Assignment #1 |
| 9/14 | Chapter 4 | Market Research | Quiz Chapter 3 Group Project: Internal Environment |
| 9/21 | Chapter 5 | Marketing Analytics | Activity #2 |
| 9/28 | Chapter 6 | Consumer Markets | Exam #1 |
| 10/5 | Chapter 7 | Segmentation, Target Marketing, and Positioning | Assignment #3 Group Project: External Environment/SWOT |
| 10/12 | Chapter 8 | Innovation and New Product Development | Quiz Chapter 7 |
| 10/19 | Chapter 9 | Branding and Product Management | Assignment #4 |
| 10/26 | Chapter 10 | Price and Value Proposition | Group Project: Marketing Goals & Strategies |
| 11/2 | Chapter 11 | Distribution Strategies | Exam #2 |
| 11/9 | Chapter 12 | Customer Experience | Quiz Chapter 11 Group Project: Budget |
| 11/16 | Chapter 13 and 14 | Promotion, Planning, Advertising, Social Media | Group Project: Implementation and Last Items |
| 11/23 | Chapter 14 | Social Media | Group Presentations Activity #5 |
| 11/30 | Group Presentations | ||
| 12/7 | Final Exam |
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.