MKTG 3703 - Marketing Concepts and Practice
Fall 2026 Syllabus, Section 05, CRN 41387,
Credit hours: 3
Course Meeting Times
Log in to view more
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 |
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
Log in to view more
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 |
| 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: Warmup — Thu Aug 27 |
| 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: You, Inc. Personal Brand Canvas handout Due Aug 27 10:45am Due 9/1 at 9:40am: Warmup — Tue Sep 1 |
| Thu | 9/3 | Chapter 2 | Global Marketing: World Trade, Economic Communities, Going Global | Due 9/3 at 10:45am: Application Exercise #1: 4 P's Audit due Thurs Sept 3 10:45am Due 9/3 at 9:45am: Warmup — Thu Sep 3 |
| Tue | 9/8 | Chapter 2 | Analyzing the External Environment: PESTLE Factors Shared Class Slide | Due 9/8 at 9:45am: Warmup — Tue Sep 8 |
| Thu | 9/10 | Ch. 2 (cont.) | Ethics, CSR, and Sustainability in Marketing | Due 9/10 at 9:45am: Warmup — Thu Sep 10 Due 9/10 at 10:50am: AE #2 — Ch. 2 Global Marketing & Ethics: Due Thu Sep 10 at 10:45 AM |
| Tue | 9/15 | Chapter 3 | Strategic Planning: Mission, Vision, Business Portfolio Shared Class Slide | Due 9/15 at 9:45am: Warmup — Tue Sep 15 |
| Thu | 9/17 | Ch. 3 (cont.) | Market Planning: SWOT Analysis, Marketing Objectives, Functional Planning | Due 9/17 at 9:45am: Warmup — Thu Sep 17 Due 9/17 at 10:50am: AE #3— Ch. 3 SWOT Analysis Due Thu Sep 17 at 10:45 AM |
| Tue | 9/22 | Chapter 4 | Marketing Information Systems; Evidence-Based Decision Making Shared Class Slide | Due 9/22 at 9:45am: Warmup — Tue Sep 22 |
| Thu | 9/24 | Ch. 4 (cont.) | The Market Research Process: Steps 1–7, Primary vs. Secondary Data | Due 9/24 at 9:45am: Warmup — Thu Sep 24 Due 9/24 at 10:50am: AE #4 — Ch. 4 Market Research Design Due Thu Sep 24 at 10:45 AM |
| Tue | 9/29 | Chapter 5 | CRM and One-to-One Marketing; Marketing Automation Shared Class Slide | Due 9/29 at 9:45am: Warmup — Tue Sep 29 |
| Thu | 10/1 | Ch. 5 (cont.) | Big Data, Data Mining, Marketing Analytics, and Predictive Analytics | Due 10/1 at 9:45am: Warmup — Thu Oct 1 Due 10/1 at 10:50am: AE #5 — Ch. 5 CRM & Marketing Analytics Due Thu Oct 1 at 10:45 AM |
| Tue | 10/6 | Chapter 6 | Consumer Behavior: The Decision-Making Process (Steps 1–5) Shared Class Slide | Due 10/6 at 9:45am: Warmup — Tue Oct 6 |
| Thu | 10/8 | Ch. 6 (cont.) | Internal, Situational, and Social Influences on Consumer Decisions | Due 10/8 at 9:45am: Warmup — Thu Oct 8 Due 10/8 at 10:50am: AE #6 — Ch. 6 Consumer Behavior Due Thu Oct 8 at 10:45 AM |
| Tue | 10/13 | Chapter 7 | Segmentation: Demographic, Geographic, Psychographic, Behavioral Shared Class Slide — Project Brand | Due 10/13 at 9:45am: Warmup — Tue Oct 13 |
| 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: Warmup — Thu Oct 15 Due 10/15 at 9:50am: AE #7 — Ch. 7 Segmentation, Targeting & Positioning Due Thu Oct 15 at 10:45 AM Due 10/15 at 11:59pm: Checkpoint 1 — Foundations: Product Overview, SWOT & STP |
| Tue | 10/20 | Midterm Exam (in class) | MIDTERM EXAM — Chapters 1–6 | |
| Thu | 10/22 | Chapter 8 | Product Layers, Classification, and Types of Innovation; Design Thinking | Due 10/22 at 9:45am: Warmup — Thu Oct 22 |
| 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: Warmup — Tue Oct 27 |
| Thu | 10/29 | Chapter 9 | Product Objectives, PLC Strategies, and Quality Management | Due 10/29 at 9:45am: Warmup — Thu Oct 29 Due 10/29 at 10:45am: AE #8 — Ch. 8 & 9 Product, Innovation & PLC Due Thu Oct 29 at 10:45 AM |
| 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: Warmup — Tue Nov 3 |
| Thu | 11/5 | Ch. 9 (cont.) | Packaging, Labeling, and Organizing for Product Management | Due 11/5 at 9:45am: Warmup — Thu Nov 5 Due 11/5 at 10:45am: AE #9 — Ch. 9 Brand Audit Due Thu Nov 5 at 10:45 AM |
| Tue | 11/10 | Chapter 10 | Pricing Objectives, Costs, Demand, and the Pricing Environment Shared Class Slide — Project Brand | Due 11/10 at 9:45am: Warmup — Tue Nov 10 |
| Thu | 11/12 | Ch. 10 (cont.) | Pricing Strategies and Tactics; Psychology, Legal, and Ethical Aspects | Due 11/12 at 9:45am: Warmup — Thu Nov 12 AE #10 — Ch. 10 Pricing Strategy & Tactics Due Thu Nov 12 at 10:45 AM Due 11/12 at 11:59pm: Checkpoint 2 — Customer & Pricing Due Thu Nov 12 at 11:59 PM |
| Tue | 11/17 | Chapter 11 | Distribution Channels: Types, Functions, and Wholesaling Intermediaries Shared Class Slide — Project Brand | Due 11/17 at 9:45am: Warmup — Tue Nov 17 |
| Thu | 11/19 | Ch. 11 (cont.) | Distribution Strategy, Logistics, Supply Chain, and B2B Markets | Due 11/19 at 9:45am: Warmup — Thu Nov 19 Due 11/21 at 11:59pm: Checkpoint 3 — Distribution & Promotion Due Nov 21 at 11:59 PM |
| 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: Warmup — Tue Dec 1 |
| Thu | 12/3 | Project Presentations | FINAL PROJECT PRESENTATIONS — Session 1 (Pairs 1–7) | Due 12/3 at 8am: Slide Deck Upload — Presentation Session 1 (Dec 3) by 8am — Pairs 1–7 Due 12/3 at 11:59pm: Presentation Reflection — Session 1 (December 3) |
| Tue | 12/8 | Project Presentations | FINAL PROJECT PRESENTATIONS — Session 2 (Pairs 8–15) | Due 12/8 at 8am: Slide Deck Upload — Presentation Session 2 (Dec 8) by 8am— Pairs 8–15 Due 12/8 at 11:59pm: Presentation Reflection — Session 2 (December 8) |
| Thu | 12/10 | Project Presentations | FINAL PROJECT PRESENTATIONS — Session 3 (Pairs 16–22) + Course Wrap-Up | Due 12/10 at 8am: Slide Deck Upload — Presentation Session 3 (Dec 10) by 8am— Pairs 16–22 |
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.