MKTG 3703 - Marketing Concepts and Practice
Fall 2026 Syllabus, Section 04, CRN 40059,
Credit hours: 3
Course Meeting Times
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Instructor
Ying Wang
Email: ywang01@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 | Michael R. Solomon, Greg W. Marshall, & Elnora W. Stuart | 9780138116149 |
- Required e-Textbook and MyLab Access:
Michael R. Solomon, Greg W. Marshall, & Elnora W. Stuart. (2025). Marketing: Real People, Real Choices, (12th ed.). New York, NY: Pearson. eBook and MyLab access can be purchased through YSU Bookstore or on Pearson Website following the instruction on Blackboard.
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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MKTG 3703 Fall 2026 In-Person Class Schedule
| Week of | Reading(s) | Proposed Topic | Due/To Prepare for Class |
|---|---|---|---|
| 8/24 | Ch 1 Welcome to Marketing in the Modern World | Welcome to the World of Marketing | Review Syllabus Student Introduction Online Discussion 1 Initial Post Due Sun. |
| 8/31 | Ch 2 Global, Ethical, and Sustainable Marketing | Global & Ethical Aspects | Exam 1 Due Sunday Ch 1 Mini Sim Due Sunday Online Discussion 1 Reply Post Due Sun |
| 9/7 | Ch 3 Strategic Market Planning | Market Planning | Ch 3 Mini Sim Due Sunday |
| 9/14 | Ch 4 Market Research | Market Research | Exam 2 Due Sunday Ch 4 Mini Sim Due Sunday |
| 9/21 | Ch 6 Understand Consumer Markets | Consumer Behaviors | Online Discussion 2 Initial Post Due |
| 9/28 | Ch 7 Segmentation, Target Marketing, and Positioning | Segmenting and Targeting | Exam 3 Due Sunday Ch 7 Mini Sim Due Sunday Online Discussion 2 Reply Post Due Sun. |
| 10/5 | Ch 8 Product I: Innovation and New Product Development | Product Deevelopment | In-Class Discussion 1 Due |
| 10/12 | Ch 9 Product II: Product Strategy, Branding, and Product Management | Product Management | Exam 4 Due Sunday Ch 9 Mini Sim Due |
| 10/19 | Ch 13 Promotion I: Planning and Advertising | Promotion Planning | Ch 13 Mini Sim Due Sun |
| 10/26 | Ch 14 Promotion II: Social Media Platforms and Other Promotion Elements | Social Media and Digital Promotions | Exam 5 Due Sunday |
| 11/2 | Ch 10 Price: What Is the Value Proposition Worth? | Price | Ch 10 Mini Sim Due Sun. |
| 11/9 | Ch 11 Physical Distribution Concepts and Business-to-Business Markets | Placement/Distribution | Exam 6 Due Sunday Ch 11 Mini Sim Due Sun. In-Class Discussion 2 Due |
| 11/16 | Ch 12 Deliver the Customer Experience | Services | Both Ch 12 Mini Sims Due Sun |
| 11/23 | Optional Reading: Ch5 Marketing Analytics: Welcome to the Era of Data-Driven Insights! | Marketing Analytics | Exam 7 Due Sunday |
| 11/30 | Optional Reading: Appendix Marketing Plan: The S&S Smoothie Company | Marketing Plan | Optional Extra Credit Quiz |
| 12/7 | Final Week No Reading Assignment | Class Review | Course Feedback Survey |
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.