Southern Utah University

Course Syllabus

Southern Utah University
Southern Utah University
Fall Semester 2025

Integrated Marketing (Online)

MKTG 6930-B70

Course: MKTG 6930-B70
Credits: 3
Term: Fall Semester 2025
Department: MESA
CRN: 30362

Course Description

Explores key marketing strategies related to communicating value regarding products and services through cases, readings and research. Topics include: promotion campaign management, traditional and digital advertising, sales promotion, direct marketing, and public relations. (Fall - 2nd Session, Summer - 1st Session) [Graded (Standard Letter)] Prerequisite(s): MKTG 6200 - Prerequisite Min. Grade: C Registration Restriction(s): Admission into the MBA program

Required Texts

Required texts will be provided by the instructor.

This course uses a text and student simulation from Stukent. Additionally, text for the class include the Harvard Business Publishing cases and other free digital resources. In the course canvas shell you can access the textbook as well as the other documents which may include:

Stukent etextbook: Integrated Marketing Communications: Building a Brand, by Diane Law 
Stukent Simulation: Mimic IMC
Harvard Business Publishing
HubSpot Certification (free)
Canva (free)

Learning Outcomes

As a marketing elective course in SUU MBA Marketing emphasis, we explore key marketing strategies related to communicating value regarding products and services through cases, readings and research. Topics include promotion campaign management, traditional and digital advertising, sales promotion, direct marketing, and public relations. In particular, we will:

1.     Define and apply the elements of IMC as part of the overall business strategy.
2.     Recognize the key components of the consumer decision-making process and how to integrate IMC principles accordingly.
3.     Apply marketing research in the IMC process.
4.     Identify and evaluate various forces and their impact on the application of IMC elements.
5.     Critically analyze and propose solutions for cases involving the IMC process.

Course Requirements

Assignments

IMC Weekly Discussion 20%
Throughout the course, your team will explore Integrated Marketing Communication (IMC) strategies by analyzing real companies within specific industries. Each module will focus on a different case, where your team will evaluate and discuss the IMC approach used by the selected company in the context of its broader industry environment.
 
At the conclusion of the term, you will complete an IMC Industry Discussion Reflection Paper. This individual assignment requires you to review your own discussion posts, as well as those of your classmates, in response to key case questions. You will then reflect on the overall IMC strategy of your chosen company and consider insights at the industry level.
 
Detailed guidelines and grading criteria for both the module discussions and the final reflection paper can be found within each assignment link in Canvas.
 
IMC Harvard Business Review (Hbr) Cases 20%
Five of the seven course modules include an assigned online Harvard Business Review (HBR) case. Students are expected to thoroughly read each case, analyze the key issues, and respond thoughtfully to the accompanying case questions.
Participation and performance will be evaluated using the Case Discussion Rubric, which is available within each respective assignment in Canvas.
 
Hubspot Certifications 20%
During the course, students will complete five unique marketing certifications through HubSpot Academy, a highly regarded provider of marketing education and software tools. These free, industry-recognized certifications cover key areas of digital marketing and are designed to strengthen your skill set in areas such as content marketing, inbound marketing, email marketing, and more.
 
Completing these certifications not only enhances your resume by validating your expertise, but also demonstrates a deeper level of marketing specialization—helping to boost both your confidence and career potential. To receive credit, students must upload proof of completion for each certification in Canvas for final grading.
 
IMC Simulation 20%
Get ready for an immersive, fast-paced experience! During this course, you’ll participate in a week-long Integrated Marketing Communications (IMC) simulation, where you'll step into the role of a marketing strategist. Each day, you'll make key strategic and tactical IMC decisions, submitting your recommendations in response to dynamic market scenarios.
 
The simulation will evaluate your choices in real time, showing how your decisions influence the company’s marketing performance and sales outcomes. It’s a hands-on, high-energy way to apply what you’ve learned—and see the real-world impact of effective IMC strategy.
 
Team IMC Strategy Brief 20%
For your final project, you’ll team up in groups of three to create a comprehensive IMC Strategy Brief. Your mission? To develop a fictional company within your chosen industry and craft an integrated marketing communications plan that brings your brand to life.
 
Together, your team will define clear campaign objectives and select the most effective IMC tools to support a targeted promotional strategy. You’ll build a unified brand identity and develop a creative message that resonates across multiple platforms—including a print ad, email campaign, social media post, and website landing page.
 
This project is a hands-on opportunity to apply everything you've learned and demonstrate how thoughtful, cohesive communication can elevate a brand in today’s multi-channel marketing environment.
  
All assignments must be submitted to pass this course.

Course Outline

There are six units covered in this course:

Introduction to IMC Process and its Objectives
  • Discussion
  • Harvard Case Magellan Boatworks
  • HubSpot Certification
IMC Channels: Advertising, PR, Broadcasting, and Print
  • Discussion
  • Harvard Case Lululemon
  • HubSpot Certification
IMC Channels: Direct Marketing, Digital Marketing, Websites, SEO
  •  Discussion
  • Harvard Case Headspace vs. Calm
  • HubSpot Certification
IMC Channels: Social Media, Blogs, Webinars, Video, Ebooks
  • Discussion
  • Harvard Case Thingtesting
  • HubSpot Certification
IMC Channels: Email Marketing, Budgeting, and Campaign Management
  • Discussion
  • Harvard Case Chase Sapphire
  • HubSpot Certification
IMC Intensive Simulation

IMB Final Group Project and IMC Strategy Campaign Brief

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

No late work will be accepted except in the case of a university-approved excuse.

I understand sometime life happens and you need to redo an assignment or submit something late. I grant every student a one-time "Mercy Assignment." This means you can submit one assignment during the term at a later dated. The Mercy Assignment should be turned in via the "Mercy Assignment" folder on Canvas on module 7. Also, please send an email to me to let me know you have submitted the Mercy Assignment, and I will get it graded quickly. 

Attendance Policy

Attendance

While we won’t be meeting in a physical classroom, your presence and participation in our online space are just as important. Think of Canvas as our MBA headquarters—where ideas fly, deadlines live, and your team depends on you to show up.

Here’s what “showing up” looks like in this course:

  1. Log In Often
    Check Canvas at least 3–4 times a week (more is even better). Announcements, discussions, assignments, and updates move quickly—missing a few days can feel like missing an entire week in “MBA time.”
  2. Be a Responsive Teammate
    When your classmates or professor reach out via the Canvas Inbox, please respond within 24 hours. Good communication builds trust and keeps our projects (and your grade) on track.
  3. Participate with Purpose
    Contribute thoughtfully in discussions, team projects, and peer reviews. Quality matters more than quantity—your classmates will appreciate posts that add value and spark conversation.
  4. Professional Courtesy Counts
    Treat online interactions as you would professional emails or meetings: be clear, courteous, and constructive. Remember, your peers today may be your business network tomorrow.
In short: Your attendance is measured by your engagement. Think of it like showing up for work—except here, your “office” is Canvas. Log in, speak up, respond promptly, and collaborate with energy. The more you put in, the more you’ll get out.

MBA success is 80% showing up… and in this course, “showing up” means logging in, engaging with your team, and staying in the conversation.

 

Course Fees

No Course Fees 

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.