Southern Utah University

Course Syllabus

Southern Utah University
Southern Utah University
Fall Semester 2025

Marketing Principles (Online)

MKTG 3010-31I

Course: MKTG 3010-31I
Credits: 3
Term: Fall Semester 2025
Department: MESA
CRN: 30345

Course Description

An analysis of problems and concepts concerned with the distribution of goods from producer to consumer. The course includes survey of marketing research, product planning, pricing, channels of distribution, and promotion. (Fall, Spring, Summer) [Graded (Standard Letter)] Registration Restriction(s): None

Required Texts

We will be using the Stukent textbook and simulation (simulation is in week 14). You will have the option to purchase both for a discount or you can purchase them separately. To access the Stukent materials, please click the "Stukent" tab on the left navigation bar. You will see the screen where you can pay by credit card, with an access code from the bookstore, or for some of you the price may be included in your tuition.

Stukent Simternship

We will be using the Stukent Marketing Management Simternship for the final/exam and project. This is mandatory and not negotiable. You must purchase the Simternship to complete the final. The Simternship has an Introduction and 7 rounds where you will show your marketing skills. You will be asked to pay the cost for the Simternship (either when you purchase the textbook and Simternship together or when you are ready to purchase the Simternship by itself) in order to begin the Simternship. Please plan for your final week to finish up the Marketing Simternship.

Learning Outcomes

Here’s what you should learn by the end of the semester in this class:

  • Describe marketing and the process of implementing marketing strategy
  • Understand markets and consumers
  • Learn the elements of marketing strategy
  • Identify the elements of the marketing mix and how to use the elements to market a product or service
  • Build a Marketing plan to show your practical application of learning
  • Learn about careers in Marketing
Concepts and Terms

By reading the textbook and participating in class discussions you will be taught key marketing concepts and terms. Your understanding of these key concepts and terms will be evaluated by exams and quizzes.

  • Marketing and the marketing process
  • Customer Relationship Management
  • The 4 P’s/4 C’s of the Marketing Mix
  • Mission Statement Orientation
  • Boston Consulting Group Share matrix
  • SWOT Analysis
  • Target markets
  • Product-Market Expansion Grid
  • Market research process
  • Market Intelligence
  • Primary vs. Secondary market research
  • Competitive Intelligence and its concepts
  • Define a consumer market
  • Model of consumer buyer behavior
  • Buyer behavior (consumer and industrial)
  • Psychology, motivation and learning theory
  • Consumer buying behavior
  • Maslow’s Hierarchy of motivation
  • Five stages of the buyer decision process
  • Business markets and consumer markets
  • Targeting and segmenting
  • Three steps of target marketing
  • Positioning strategies
  • Branding strategy and equity
  • Product Life Cycle
  • Price Strategy: price skimming, penetration
  • Psychological impact of pricing
  • Roles of retailers/wholesalers
  • Communication model
  • Advertising Reach vs. Frequency
  • Advertising recall testing: AIDA
  • Push vs. Pull marketing strategy strategies
  • Message appeals, objectives, and strategies
  • Personal selling process
  • Direct marketing and its benefits to customers

Course Requirements

How the Class Works
Class includes video lectures, textbook reading, quizzes, weekly assignments, and a final individual simulation. To ensure you understand the material, you are expected to read each chapter in the text prior to the date assigned in the course schedule. Keeping current with the reading is essential to your success in this course. You will gain hands-on marketing experience by completing individual marketing assignments.
Quizzes and Assignments
You will complete a weekly marketing quiz and assignment that will help you learn about how marketing works in a business. The assignments align with concepts you learned in the class that week. I cannot give any extensions on due dates. The only exception is if the University grants one. Period.
Quizzes
Open book, multiple-choice quizzes will be given weekly through Canvas. Quizzes cover the text and lecture material for the course. There is a time limit on the quizzes. No quizzes will be given outside of the listed dates without SUU University documentation.
Grading Breakdown
  • Readings and Quizzes: 33% of grade
  • Weekly Assignments: 33% of grade
  • Final Simternship: 33% of grade
Extra Credit
Teacher Evaluation: 10 points
Eco Essentials Case: Up to 30 Points

Final Grade Scale
A | 93.4% | B | 83.4% | C | 73.4% | D | 63.4%
A- | 90% | B- | 80% | C- | 70% | D- | 60%
B+ | 86.7% | C+ | 76.7% | D+ | 66.7% | F | Below 60%

Tips for Success
  • Read the text: Reading the textbook is key to understanding basic marketing principles.
  • Follow assignment instruction: Review all assignment instructions in Canvas. Make assignments look like professional business documents with 1” margins, single-spaced type, 12 pt. fonts, and APA references if you used a source.
  • Attend and participate in class: You cannot pass this course without logging into Canvas multiple times a week.

Course Outline

Sun Aug 31, 2025 Assignment 2.1 Reading, Video Lecture, and Quiz: What is Marketing, Customer Value, and the 4 Ps due by 11:59pm
Tue Sep 2, 2025 Discussion Topic 1.2 Introduce Yourself Discussion due by 11:59pm
Sun Sep 7, 2025 Assignment 2.2 Assignment: Marketing at Gap Company due by 11:59pm
Sun Sep 14, 2025 Assignment 3.2 Reading, Video Lecture, and Quiz: Market Research and Customer Insights due by 11:59pm
Sun Sep 14, 2025 Assignment 3.3 Assignment: Customer Surveys due by 11:59pm
Sun Sep 21, 2025 Assignment 4.2 Reading, Video Lecture, and Quiz: Segmentation, Targeting, Positioning and Buyer Personas due by 11:59pm
Sun Sep 21, 2025 Assignment Assignment 4.3 Assignment: Buyer Personas due by 11:59pm
Sun Sep 28, 2025 Assignment 5.2 Reading, Video Lecture, and Quiz: Product Marketing due by 11:59pm
Sun Sep 28, 2025 Assignment 5.3 Assignment: P1: Product and AI Naming and Branding Tools due by 11:59pm
Sun Oct 5, 2025 Assignment 6.2 Reading, Video Lecture, and Quiz: Branding and Product Adoption due by 11:59pm
Sun Oct 5, 2025 Assignment 6.3 Assignment: Branding and Product Adoption due by 11:59pm
Sun Oct 12, 2025 Assignment 7.2 Reading, Video Lecture, and Quiz: P2: Pricing due by 11:59pm
Sun Oct 12, 2025 Assignment 7.3 Assignment: Pricing due by 11:59pm
Sun Oct 19, 2025 Assignment 8.2 Reading, Video Lecture, and Quiz: P3: Place/Retail Marketing due by 11:59pm
Sun Oct 19, 2025 Assignment 8.3 Assignment: Retail Photo Scavenger Hunt due by 11:59pm
Sun Oct 26, 2025 Assignment 9.2 Reading, Video Lecture, and Quiz: P4 Promotion/Advertising due by 11:59pm
Sun Oct 26, 2025 Assignment 9.3 Assignment: Advertising due by 11:59pm
Sun Nov 2, 2025 Assignment 10.2 Reading and Quiz: Social Media Marketing due by 11:59pm
Sun Nov 2, 2025 Assignment 10.3 Assignment: Social Media Marketing due by 11:59pm
Sun Nov 9, 2025 Assignment 11.2 Assignment: Marketing Yourself due by 11:59pm
Sun Nov 16, 2025 Assignment 12.2 Reading, Video Lecture, and Quiz: Personal Professional Selling due by 11:59pm
Sun Nov 16, 2025 Assignment 12.3 Assignment: Personal Professional Selling due by 11:59pm
Sun Nov 23, 2025 Assignment 13.2 Assignment: Marketing Environment due by 11:59pm
Sun Nov 30, 2025 Assignment Extra Credit-Eco Essentials Case - Up to 30 Points due by 11:59pm
Wed Dec 10, 2025 Assignment Course Feedback Survey - 10 pts of extra credit due by 11:59pm
Wed Dec 10, 2025 Assignment Final Project: Market Simternship due by 11:59pm

Instructor's policies on late assignments and/or makeup work

Assignments are due at midnight on the due date and must be uploaded to Canvas. Quizzes are NOT accepted as late work. Assignments received after the due date will be penalized 10% for each day late. Grades will be posted on Canvas. I cannot give any extensions on due dates. The only exception is if the University grants them. Period.
All due dates in the course documents are Mountain or Mountain Daylight Time.

Attendance Policy

Students are expected to log in to the Canvas class multiple times during the week. Students are expected to read the textbook and participate in all activities and assignments.

AI Usage Policy

AI Usage Policy
AI USAGE POLICY: This policy establishes guidelines for the appropriate use of artificial intelligence (AI) tools in Marketing Principles coursework. The goal is to support student learning while maintaining academic integrity and ensuring that students develop essential marketing knowledge and skills.
Permitted AI Usage - Students are encouraged to use AI tools thoughtfully for research, information gathering activities and for any assignments where use of AI is encouraged for final submissions. This includes conducting initial research on marketing topics, industry trends, and case studies, as well as locating credible sources and academic references. AI tools can be particularly helpful for generating research questions, exploring topic areas, summarizing lengthy industry reports or academic materials for comprehension, and identifying current market data and consumer behavior insights.
Prohibited AI Usage - While AI tools offer many benefits, certain uses are strictly prohibited to ensure authentic learning and assessment. Students may not use AI tools to generate final submissions without substantial personal revision and original analysis, as this undermines the educational value of assignments, unless permitted for a specific assignment as directed by the instructor.  You can view the full Policy here.

ADA Statement

Students with medical, psychological, learning, or other disabilities desiring academic adjustments, accommodations, or auxiliary aids will need to contact the Disability Resource Center, located in Room 206F of the Sharwan Smith Center or by phone at (435) 865-8042. The Disability Resource Center determines eligibility for and authorizes the provision of services.

If your instructor requires attendance, you may need to seek an ADA accommodation to request an exception to this attendance policy. Please contact the Disability Resource Center to determine what, if any, ADA accommodations are reasonable and appropriate.

Academic Credit

According to the federal definition of a Carnegie credit hour: A credit hour of work is the equivalent of approximately 60 minutes of class time or independent study work. A minimum of 45 hours of work by each student is required for each unit of credit. Credit is earned only when course requirements are met. One (1) credit hour is equivalent to 15 contact hours of lecture, discussion, testing, evaluation, or seminar, as well as 30 hours of student homework. An equivalent amount of work is expected for laboratory work, internships, practica, studio, and other academic work leading to the awarding of credit hours. Credit granted for individual courses, labs, or studio classes ranges from 0.5 to 15 credit hours per semester.

Academic Freedom

SUU is operated for the common good of the greater community it serves. The common good depends upon the free search for truth and its free exposition. Academic Freedom is the right of faculty to study, discuss, investigate, teach, and publish. Academic Freedom is essential to these purposes and applies to both teaching and research.

Academic Freedom in the realm of teaching is fundamental for the protection of the rights of the faculty member and of you, the student, with respect to the free pursuit of learning and discovery. Faculty members possess the right to full freedom in the classroom in discussing their subjects. They may present any controversial material relevant to their courses and their intended learning outcomes, but they shall take care not to introduce into their teaching controversial materials which have no relation to the subject being taught or the intended learning outcomes for the course.

As such, students enrolled in any course at SUU may encounter topics, perspectives, and ideas that are unfamiliar or controversial, with the educational intent of providing a meaningful learning environment that fosters your growth and development. These parameters related to Academic Freedom are included in SUU Policy 6.6.

Academic Misconduct

Scholastic honesty is expected of all students. Dishonesty will not be tolerated and will be prosecuted to the fullest extent (see SUU Policy 6.33). You are expected to have read and understood the current SUU student conduct code (SUU Policy 11.2) regarding student responsibilities and rights, the intellectual property policy (SUU Policy 5.52), information about procedures, and what constitutes acceptable behavior.

Please Note: The use of websites or services that sell essays is a violation of these policies; likewise, the use of websites or services that provide answers to assignments, quizzes, or tests is also a violation of these policies. Regarding the use of Generative Artificial Intelligence (AI), you should check with your individual course instructor.

Emergency Management Statement

In case of an emergency, the University's Emergency Notification System (ENS) will be activated. Students are encouraged to maintain updated contact information using the link on the homepage of the mySUU portal. In addition, students are encouraged to familiarize themselves with the Emergency Response Protocols posted in each classroom. Detailed information about the University's emergency management plan can be found at https://www.suu.edu/emergency.

HEOA Compliance Statement

For a full set of Higher Education Opportunity Act (HEOA) compliance statements, please visit https://www.suu.edu/heoa. The sharing of copyrighted material through peer-to-peer (P2P) file sharing, except as provided under U.S. copyright law, is prohibited by law; additional information can be found at https://my.suu.edu/help/article/1096/heoa-compliance-plan.

You are also expected to comply with policies regarding intellectual property (SUU Policy 5.52) and copyright (SUU Policy 5.54).

Mandatory Reporting

University policy (SUU Policy 5.60) requires instructors to report disclosures received from students that indicate they have been subjected to sexual misconduct/harassment. The University defines sexual harassment consistent with Federal Regulations (34 C.F.R. Part 106, Subpart D) to include quid pro quo, hostile environment harassment, sexual assault, dating violence, domestic violence, and stalking. When students communicate this information to an instructor in-person, by email, or within writing assignments, the instructor will report that to the Title IX Coordinator to ensure students receive support from the Title IX Office. A reporting form is available at https://cm.maxient.com/reportingform.php?SouthernUtahUniv

Non-Discrimination Statement

SUU is committed to fostering an inclusive community of lifelong learners and believes our university's encompassing of different views, beliefs, and identities makes us stronger, more innovative, and better prepared for the global society.

SUU does not discriminate on the basis of race, religion, color, national origin, citizenship, sex (including sex discrimination and sexual harassment), sexual orientation, gender identity, age, ancestry, disability status, pregnancy, pregnancy-related conditions, genetic information, military status, veteran status, or other bases protected by applicable law in employment, treatment, admission, access to educational programs and activities, or other University benefits or services.

SUU strives to cultivate a campus environment that encourages freedom of expression from diverse viewpoints. We encourage all to dialogue within a spirit of respect, civility, and decency.

For additional information on non-discrimination, please see SUU Policy 5.27 and/or visit https://www.suu.edu/nondiscrimination.

Pregnancy

Students who are or become pregnant during this course may receive reasonable modifications to facilitate continued access and participation in the course. Pregnancy and related conditions are broadly defined to include pregnancy, childbirth, termination of pregnancy, lactation, related medical conditions, and recovery. To obtain reasonable modifications, please make a request to title9@suu.edu. To learn more visit: https://www.suu.edu/titleix/pregnancy.html.

Disclaimer Statement

Information contained in this syllabus, other than the grading, late assignments, makeup work, and attendance policies, may be subject to change with advance notice, as deemed appropriate by the instructor.