Southern Utah University

Course Syllabus

Southern Utah University
Southern Utah University
Fall Semester 2025

Integrated Marketing Communication (IMC) (Face-to-Face)

MKTG 3930-01

Course: MKTG 3930-01
Credits: 3
Term: Fall Semester 2025
Department: MESA
CRN: 30349

Course Description

Concerns the development and management of integrated marketing communications programs, including advertising, sales promotions, public relations/publicity, personal selling, and direct marketing. (Fall, Spring) [Graded (Standard Letter)] Prerequisite(s): MKTG 3010 - Prerequisite Min. Grade: D- Registration Restriction(s): None

Required Texts

  • Advertising and Promotion: An Integrated Marketing Communications Perspective, 13e, Belch & Belch


Learning Outcomes

By the end of this course, you will be able to:

  • Infer the role of an IMC campaign in the successful development of products.
  • Choose between and integrate various promotional tools in order to develop an effective IMC campaign.
  • Develop and present an IMC campaign proposal.
  • Understand and implement appropriate IMC assessment tools.

Course Requirements

Grading: Major Components
  • Chapter Perspective Presentation- 20pts
  • Topic Assignments (TAs) and Essay Assignments (EAs) (6 at 20 pts each)- 120pts
  • In-class assignments (6 to 8 at 15pts each)- 90 to 120pts
  • Exams (3 at 160 points each)- 480pts
  • Mid-term Team Peer Evaluation- 5pts
  • Ad Critique Assignment- 30pts
  • Team Presentations (3 at 40pts each)- 120pts
  • Team Project Proposal and Presentation- 100pts
  • Final Team Peer Evaluation- 5pts
  • Total- 870 to 900pts

Component Descriptions
Exams
  • Exams will be in-class and will consist of m/c, fill-in-the-blank, and short-answer questions.  All questions will be limited to assigned reading material and any material discussed in class .  Exams will be non-cumulative.  Students must take the exams during their designated time unless they have a University-approved excuse.

Module Topic Assignments (TAs)/Essay Assignments (EAs)
  • Each module will have specific questions (i.e., Topic Assignments or Essay Assignments) related to lecture/ppt content for students to investigate and respond to in typed, electronic form. Specific guidelines regarding content, page limit, format, etc. will vary and will be given with each specific TA/EA. Due dates will be noted on the class schedule.

Team Project
  • Students will be assigned to teams of four or five members and will complete an IMC campaign proposal over the course of the semester. This will consist of choosing a brand and then completing a situation analysis, determining campaign objectives, and selecting specific IMC tools to propose a specific promotion strategy. Teams will put together presentations over the course of the term to demonstrate progress on their respective campaigns (see Team Project Progress Presentations assignment guidelines) and will complete a final written proposal and oral proposal presentation near the end of the course.

Ad Critique Assignment
  • Each student will make a three-to-four minute presentation analyzing a print advertisement you recently encountered, explaining why they chose that particular ad and whether they think it is effective. Details regarding the specific questions to address will be presented in class.

Chapter Perspective Presentation
  • For this assignment, students will individually find an article in the popular press that focuses on an international or ethical issue (based on an assigned issue type) related to their assigned presentation day’s chapter. They will present a summary of the article to the class and relate it to a specific topic from the corresponding book chapter.

In-Class Assignments
  • These are unannounced assignments that will be completed in class as an assessment of content understanding.

Grade Range
A 100 % to 93.0%
A- < 93.0 % to 90.0%
B+ < 90.0 % to 86.0%
B < 86.0 % to 83.0%
B- < 83.0 % to 80.0%
C+ < 80.0 % to 76.0%
C < 76.0 % to 73.0%
C- < 73.0 % to 70.0%
D+ < 70.0 % to 66.0%
D < 66.0 % to 63.0%
D- < 63.0 % to 60.0%
F < 60.0 % to 0.0%

Note: The last day to withdraw from this course without a grade is Sept. 17th, 2025.  The final day to withdraw with a “W” grade is Oct. 9th, 2025.




Course Outline

Module Topics Date Readings/Assignments
Module 1- IMC Process, Advertising Org, IMC Regulation, Ethics Aug 28 Ch. 01
Sep 2- Ch. 02, Ch. 03 
Sep 4- Ch. 20, 21 Ethic/Intl Perspective presentations begin

Module 2- Consumer Behavior, Communication Process and Factors 9 Ch. 04; EA1 Due Prior to Class
Sep 11- Ch. 04 cont.; Situation Analysis Discussion; Brand selection for project due
Sep 16- No class- Project Day
Sep18- Team Presentation- 1
Sep 23- Ch. 05 
Sep 25- Ch. 06
Sep 30- Exam 1 in-class (Chs. 1, 2, 3, 4, 5, 6, 20, 21)

Module 3- Establishing Objectives, Creativity
Oct 2- Ch. 07, Ch. 08 
Oct 7- Objectives Discussion; EA2 Due Prior to Class
Oct 9- No class- Project Day
Oct 13-14- Fall Break
Oct 16- Team Presentation- 2; IMC Campaign Proposal Discussion; Mid-term Team Evals Due via Canvas
Oct 21- Ch. 09

Module 4- Media Planning, Broadcast and Print Media
Oct 23- Ch. 10, 11
Oct 28- Ch. 12, Ad Critique Presentations
Oct 30- Exam 2 in class (Chs. 7, 8, 9, 10, 11, 12)

Module 5- Digital Mktg, Support Media, Direct Marketing
Nov 4- Chs.13, EA3 Due Prior to Class
Nov 6- Ch. 13; Part 2
Nov 11- Ch. 14
Nov 13- Ch. 15

Module 6- Sales Promotion, Public Relations, IMC Effectiveness Measurement
Nov 18- Ch. 16, EA4 due prior to class
Nov 20- Ch. 17; Team Presentation- 3 
Nov 24-28- Thanksgiving Break
Dec 2- Ch. 18
Dec 4- Exam 3 in class (Modules 5-6)
Dec 11 (3- 4:50pm) Project Presentations (Written Projects Due)


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

Late work and make-up exams are not allowed except for excused absences as described by SUU's Policies and Procedures.

According to SUU Policies and Procedures, absences are excused for those students who are “participating as representatives of Southern Utah University at academic events, artistic performances, or as an athlete, manager, trainer in NCAA intercollegiate competitions, as well as high profile students serving the university interests” (Policy 6.30, p.1). In addition, excused absences from this class include those caused by a death in the immediate family, or an illness requiring hospitalization or treatment by a doctor.

Attendance Policy

Attendance will not be graded but unexcused absences on the days where in-class assignments are completed will result in a zero for those days. In addition, students who miss more than one-third of the total # of scheduled class days cannot receive a passing grade for the course.

Course Fees

There are no fees charged by the instructor for this course (aside from the cost of the textbook).

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.