MKTG 3711 - Marketing Promotional Strategies
Fall 2026 Syllabus, Section 02, CRN 44063,
Credit hours: 3
Course Meeting Times
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Instructor
Ying Wang
Email: ywang01@ysu.edu
Course Description
3711. Marketing Promotional Strategies. Examines the integration of promotional activities within a marketing context. Presents the marketing communication role of the four elements in the promotional mix then takes a holistic perspective that focuses on the interrelationships among advertising, public relations, sales promotion, and personal selling. Prereq.: sophomore standing, 2.5 GPA. 3 s.h.
Course Readings
| Group | Title | Author | ISBN |
|---|---|---|---|
| Required | Advertising and Promotion: An Integrated Marketing Communication Perspective | Belch, G. and Belch, M. | 9781266856136 |
- Required e-Textbook and Connect Access:
Belch, G. and Belch, M. (2026). Advertising and Promotion: An Integrated Marketing
Communication Perspective (Evergreen Ed.). Irwin, CA: McGraw-Hill. eBook and Connect access can be purchased through YSU Bookstore or Blackboard McGraw-Hill link following the instruction.
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 3711 Marketing Promotional Strategy Fall I 2026 Schedule
| Week of | Reading(s) | Proposed Topic | Due/To Prepare for Class |
|---|---|---|---|
| 8/24 | Ch. 1 An Introduction to Integrated Marketing Communications Ch. 2 The Role of IMC in the Marketing Process |
Introduction to IMC | Exam 1 Discussion 1 Role Play: Brightside Creative |
| 8/31 | Ch 7: Establishing Objectives and Budgeting for the Promotional Program Ch 18: Measuring the Effectiveness of the Promotional Program |
IMC Planning & Research | Exam 2 Discussion 2 Role Play (Petals&Posies 1) |
| 9/7 | Ch. 4: Perspectives on Consumer Behavior Ch 5: The Communication Process Ch 6: Source Message and Channel Factors |
Consumer Behavior and IMC | Exam 3 Role Play (Spirit Village Park) Video Case (Under Armour) |
| 9/14 | Ch 8: Creative Strategy: Planning and Development Ch 9 Creative Strategy: Implementation and Evaluation |
Creative Strategy | Exam 4 Discussion 3 Role Play (Petals&Posies 3) |
| 9/21 | Ch 10: Media Planning and Strategy Ch 15: The Internet, Digital and Social Media |
Media Planning | Exam 5 Discussion 4 Role Play (Petals&Posies 2) |
| 9/28 | Ch 16 Sales Promotions Ch 17 Public Relations, Publicity, and Corporate Advertising |
PR & Sales Promotions | Exam 6 Role Play (Diamond Financials) Role Play: (MARKit!) |
| 10/5 | Ch 19 International Advertising and Promotion Ch 20 Regulation of Advertising and Promotion Ch 21 Evaluating the Social, Ethical, Economic Aspects |
International, Legal and Social Considerations | Exam 7 Role Play (Bohrd's) Discussion 5 (no response post) Extra Credit Assignment IMC SIM |
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.