MKTG 3703 - Marketing Concepts and Practice
Fall 2026 Syllabus, Section 05, CRN 41387,
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
| Day | Date | Reading(s) | Proposed Topic | Due/To Prepare for Class |
|---|---|---|---|---|
| Tue | 8/25 | Read the syllabus | Course Introduction: What Is Marketing? Marketing as Value Creation | Icebreaker activity; Read syllabus; Purchase textbook Complete the Project Preference Survey under Module 1 on Blackboard by Thu. Aug 27 at 11:59pm |
| Thu | 8/27 | Read Ch. 1 by Sep 1 | The Marketing Mix; What Can Be Marketed; Introduction to Final Project You, Inc. — Personal Brand Canvas Activity (in class) | Due 8/27 at 9:40am: lms_1784979_1 |
| Tue | 9/1 | Chapter 1 | Marketing’s Evolution; Needs, Wants & Demand; Marketing Creates Utility You, Inc. — Personal Brand Canvas (continued in class) | Due 9/1 at 10:45am: lms_1784978_1 Due 9/1 at 9:40am: lms_1784980_1 |
| Thu | 9/3 | Chapter 2 | Global Marketing: World Trade, Economic Communities, Going Global | Due 9/3 at 10:45am: lms_1784981_1 Due 9/3 at 9:45am: lms_1785122_1 |
| Tue | 9/8 | Chapter 2 | Analyzing the External Environment: PESTLE Factors Shared Class Slide | Due 9/8 at 9:45am: lms_1785123_1 |
| Thu | 9/10 | Ch. 2 (cont.) | Ethics, CSR, and Sustainability in Marketing | Due 9/10 at 9:45am: lms_1785124_1 Due 9/10 at 10:50am: lms_1785205_1 |
| Tue | 9/15 | Chapter 3 | Strategic Planning: Mission, Vision, Business Portfolio Shared Class Slide | Due 9/15 at 9:45am: lms_1785125_1 |
| Thu | 9/17 | Ch. 3 (cont.) | Market Planning: SWOT Analysis, Marketing Objectives, Functional Planning | Due 9/17 at 9:45am: lms_1785126_1 Due 9/17 at 10:50am: lms_1785206_1 |
| Tue | 9/22 | Chapter 4 | Marketing Information Systems; Evidence-Based Decision Making Shared Class Slide | Due 9/22 at 9:45am: lms_1785201_1 |
| Thu | 9/24 | Ch. 4 (cont.) | The Market Research Process: Steps 1–7, Primary vs. Secondary Data | Due 9/24 at 9:45am: lms_1785202_1 Due 9/24 at 10:50am: lms_1785207_1 |
| Tue | 9/29 | Chapter 5 | CRM and One-to-One Marketing; Marketing Automation Shared Class Slide | Due 9/29 at 9:45am: lms_1785203_1 |
| Thu | 10/1 | Ch. 5 (cont.) | Big Data, Data Mining, Marketing Analytics, and Predictive Analytics | Due 10/1 at 9:45am: lms_1785204_1 Due 10/1 at 10:50am: lms_1785208_1 |
| Tue | 10/6 | Chapter 6 | Consumer Behavior: The Decision-Making Process (Steps 1–5) Shared Class Slide | Due 10/6 at 9:45am: lms_1785350_1 |
| Thu | 10/8 | Ch. 6 (cont.) | Internal, Situational, and Social Influences on Consumer Decisions | Due 10/8 at 9:45am: lms_1785351_1 Due 10/8 at 10:50am: lms_1785437_1 |
| Tue | 10/13 | Chapter 7 | Segmentation: Demographic, Geographic, Psychographic, Behavioral Shared Class Slide — Project Brand | Due 10/13 at 9:45am: lms_1785352_1 |
| Thu | 10/15 | Ch. 7 (cont.) | Targeting Strategies and Positioning; Competitive Advantage; Midterm Review (Study Guide posted on Blackboard) | Due 10/15 at 9:45am: lms_1785435_1 Due 10/15 at 9:50am: lms_1785438_1 Due 10/15 at 11:59pm: lms_1785439_1 |
| Tue | 10/20 | Midterm Exam (in class) | MIDTERM EXAM — Chapters 1–6 | Due 10/20 at 10:45am: lms_1785451_1 |
| Thu | 10/22 | Chapter 8 | Product Layers, Classification, and Types of Innovation; Design Thinking | Due 10/22 at 9:45am: lms_1785917_1 |
| Tue | 10/27 | Chapter 8 | New Product Development Process; Adoption and Diffusion of Innovations Shared Class Slide — Project Brand | Due 10/27 at 9:45am: lms_1785918_1 |
| Thu | 10/29 | Chapter 9 | Product Objectives, PLC Strategies, and Quality Management | Due 10/29 at 9:45am: lms_1785919_1 Due 10/29 at 10:45am: lms_1786035_1 |
| Tue | 11/3 | Ch. 9 (cont.) | Branding Strategy: Brand Equity, Extensions, Co-Branding, Licensing Shared Class Slide — Project Brand | Due 11/3 at 9:45am: lms_1785922_1 |
| Thu | 11/5 | Ch. 9 (cont.) | Packaging, Labeling, and Organizing for Product Management | Due 11/5 at 9:45am: lms_1785923_1 Due 11/5 at 10:45am: lms_1786036_1 |
| Tue | 11/10 | Chapter 10 | Pricing Objectives, Costs, Demand, and the Pricing Environment Shared Class Slide — Project Brand | Due 11/10 at 9:45am: lms_1785944_1 |
| Thu | 11/12 | Ch. 10 (cont.) | Pricing Strategies and Tactics; Psychology, Legal, and Ethical Aspects | Due 11/12 at 9:45am: lms_1785945_1 lms_1786037_1 Due 11/12 at 11:59pm: lms_1786155_1 |
| Tue | 11/17 | Chapter 11 | Distribution Channels: Types, Functions, and Wholesaling Intermediaries Shared Class Slide — Project Brand | Due 11/17 at 9:45am: lms_1785977_1 |
| Thu | 11/19 | Ch. 11 (cont.) | Distribution Strategy, Logistics, Supply Chain, and B2B Markets | Due 11/19 at 9:45am: lms_1785980_1 Due 11/21 at 11:59pm: lms_1786156_1 |
| Tue | 11/24 | Writing Workshop/Instructor feedback in class | Checkpoint 3 Workshop in class | Workshop in class (bring full draft); ★ Checkpoint 3 due TOMORROW Friday Nov 21 at 11:59 PM — Section 0 + Sections 6–7 (Distribution, IMC) |
| Thu | 11/26 | NO CLASS THANKSGIVING BREAK | ||
| Tue | 12/1 | Chapter 12, 13, 14 | Retailing, CX, and Services Marketing (Ch. 12); IMC, Social Media, Sales Promotion & PR Overview (Chs. 13–14); Final Presentation Prep | Due 12/1 at 9:45am: lms_1785981_1 |
| Thu | 12/3 | Project Presentations | FINAL PROJECT PRESENTATIONS — Session 1 (Pairs 1–7) | Due 12/3 at 8am: lms_1786184_1 Due 12/3 at 11:59pm: lms_1786209_1 |
| Tue | 12/8 | Project Presentations | FINAL PROJECT PRESENTATIONS — Session 2 (Pairs 8–15) | Due 12/8 at 8am: lms_1786185_1 Due 12/8 at 11:59pm: lms_1786211_1 |
| Thu | 12/10 | Project Presentations | FINAL PROJECT PRESENTATIONS — Session 3 (Pairs 16–22) + Course Wrap-Up | Due 12/10 at 8am: lms_1786186_1 Due 12/10 at 11:59pm: lms_1786157_1 lms_1786212_1 lms_1788256_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.