MKTG 3703 - Marketing Concepts and Practice
Fall 2026 Syllabus, Section 07, CRN 44093,
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 I 2026 Schedule
| Week of | Reading(s) | Proposed Topic | Due/To Prepare for Class |
|---|---|---|---|
| 8/24 | Ch 1 Welcome to Marketing in the Modern World Ch 2 Global, Ethical, and Sustainable Marketing |
Welcome to the World of Marketing | Exam 1 Due Sunday Discussion 1 Initial Post Due Wed. Reply Post Due Sun. Ch 1 Mini Sim Due Sunday |
| 8/31 | Ch 3 Strategic Market Planning Ch 4 Market Research |
Strategic Planning & Marketing Research | Exam 2 Due Sunday Ch 3 Mini Sim Due Sunday Ch 4 Mini Sim Due Sunday |
| 9/7 | Ch 6 Understand Consumer Markets Ch 7 Segmentation, Target Marketing, and Positioning |
Consumer Behavior & Segmentation | Exam 3 Due Sunday Discussion 2 Initial Post Due Wed. Reply Post Due Sun. Ch 7 Mini Sim Due Sunday |
| 9/14 | Ch 8 Product I: Innovation and New Product Development 'Ch 9 Product II: Product Strategy, Branding, and Product Management |
Product | Exam 4 Due Sunday Discussion 3 Initial Post Due Wed. Reply Post Due Sun. Ch 9 Mini Sim Due Sunday |
| 9/21 | Ch 13 Promotion I: Planning and Advertising Ch 14 Promotion II: Social Media Platforms and Other Promotion Elements |
Promotion | Exam 5 Due Sunday Discussion 4 Initial Post Due Wed. Reply Post Due Sun. Ch 13 Mini Sim Due Sunday |
| 9/28 | Ch 10 Price: What Is the Value Proposition Worth? Ch 11 Physical Distribution Concepts and Business-to-Business Markets |
Price & Placement | Exam 6 Due Sunday Ch 10 Mini Sim Due Sunday Ch 11 Mini Sim Due Sunday Optional Extra Credit Quiz Due Sunday |
| 10/5 | Ch 12 Deliver the Customer Experience | Services | Exam 7 Due Sunday Both Ch 12 Mini Sims Due Sunday |
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.