Southern Utah University

Course Syllabus

Southern Utah University
Southern Utah University
Spring Semester 2026

Marketing Principles (Online)

MKTG 3010-30I

Course: MKTG 3010-30I
Credits: 3
Term: Spring Semester 2026
Department: MESA
CRN: 10560

Course Description


Students will learn the following: 

  • 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
 (Fall, Spring, Summer) [Graded (Standard Letter)]

Required Texts

Textbook
We will be using the Stukent textbook and simulation. To access the Stukent materials, please click the "Stukent" tab on the left navigation bar. You will see the following screen where you can pay by credit card, or with an access code from the bookstore, or for some of you the price may be included in your tuition. 

Stukent Simternship Software
We will be using the Stukent Marketing Management Simternship for the final/exam and project. The Simternship has an Introduction and 7 rounds where you will show your marketing skills. You will be asked to pay this fee when you begin the Simternship the last week of class. Please plan for your final week to do the Marketing Simternship. 

Learning Outcomes

Course Objectives

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
Learning Outcomes

MKTG 3010 is the introductory marketing class for the business school. Here are some key concepts and terms we will be discussing in the class.

Concepts and Terms

By reading the text book 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

This online class is fast paced with weekly readings, quizzes, and assignments. You will complete a final project which is a computer simulation. This also takes the place of your final exam. Remember we are consolidating an entire semester worth of information into seven weeks. I also know many students take online classes because they are more flexible with a working schedule. While I hope you enjoy your flexibility, please make time to complete the work in the class. I hope you will enjoy learning online.

How 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.

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

Readings and Quizzes                       33% of grade 

Weekly Assignments                          33% of grade

Final Simternship                               33% of grade

Extra Credit

Teacher Evaluation                                         10 points

Course Outline

Sun Jan 18, 2026 | Discussion Topic 1.1 Introduce Yourself Discussion | due by 11:59pm
Assignment 1.2 Assignment: Marketing Myself | due by 11:59pm
Assignment 1.3 Group Assignment: Marketing Plan and Group Meeting Schedule | due by 11:59pm
Sun Jan 25, 2026 | Assignment 2.1 Reading, Video Lecture, and Quiz: What is Marketing, Customer Value, and the 4 Ps | due by 11:59pm
Assignment 2.2 Assignment: Marketing at Gap Company | due by 11:59pm
Assignment 2.3 Assignment: Marketing Myself - Market Analysis | due by 11:59pm
Assignment 2.4 Group Assignment: Marketing Plan - Pick a Product | due by 11:59pm
Sun Feb 1, 2026 | Assignment 3.1 Reading, Video Lecture, and Quiz: Market Research and Customer Insights | due by 11:59pm
Assignment 3.2 Assignment: Customer Surveys | due by 11:59pm
Assignment 3.3 Assignment: Marketing Myself - Marketing Strategy | due by 11:59pm
Assignment 3.4 Group Assignment: Marketing Plan - Marketing Research and Competitive Analysis | due by 11:59pm
Sun Feb 8, 2026 | Assignment 4.1 Reading, Video Lecture, and Quiz: Segmentation, Targeting, Positioning and Buyer Personas | due by 11:59pm
Assignment 4.2 Assignment: Buyer Personas | due by 11:59pm
Assignment 4.3 Group Assignment: Marketing Plan - Target Market and Buyer Persona | due by 11:59pm
Assignment 4.4 Assignment: Marketing Myself - Targeting and Positioning | due by 11:59pm
Sun Feb 15, 2026 | Assignment 5.1 Reading, Video Lecture, and Quiz: Product Marketing | due by 11:59pm
Assignment 5.2 Assignment: P1: Product and AI Naming and Branding Tools | due by 11:59pm
Assignment 5.3 Group Assignment: Marketing Plan - Product and Branding | due by 11:59pm
Assignment 5.4 Assignment: Marketing Myself - Product | due by 11:59pm
Sun Feb 22, 2026 | Assignment 6.1 Reading, Video Lecture, and Quiz: Product Life Cycle and Product Adoption | due by 11:59pm
Assignment 6.2 Assignment: Product Life Cycle and Product Adoption | due by 11:59pm
Sun Mar 1, 2026 | Assignment 7.1 Reading, Video Lecture, and Quiz: P2: Pricing | due by 11:59pm
Assignment 7.2 Assignment: Pricing | due by 11:59pm
Assignment 7.3 Assignment: Marketing Myself Pricing - Salary | due by 11:59pm
Assignment 7.4 Group Assignment: Marketing Plan - Pricing | due by 11:59pm
Sun Mar 8, 2026 | Assignment 8.1 Reading, Video Lecture, and Quiz: P3: Place/Retail Marketing | due by 11:59pm
Assignment 8.2 Assignment: Retail Photo Scavenger Hunt | due by 11:59pm
Assignment 8.3 Assignment: Marketing Myself Place - Networking | due by 11:59pm
Assignment 8.4 Group Assignment: Marketing Plan - Place/Wholesaling/Retailing | due by 11:59pm
Sun Mar 22, 2026 | Assignment 9.1 Reading, Video Lecture, and Quiz: P4 Promotion/Advertising | due by 11:59pm
Assignment 9.2 Assignment: Advertising | due by 11:59pm
Assignment 9.3 Assignment: Marketing Myself Promotion - Job Boards | due by 11:59pm
Assignment 9.4 Group Assignment: Marketing Plan - IMC Theme and Advertising | due by 11:59pm
Sun Mar 29, 2026 | Assignment 10.1 Reading and Quiz: Social Media Marketing | due by 11:59pm
Assignment 10.2 Assignment: Social Media Marketing | due by 11:59pm
Assignment 10.3 Assignment: Marketing Myself Digital Marketing - Company HR websites | due by 11:59pm
Assignment 10.4 Group Assignment: Marketing Plan - Digital Marketing | due by 11:59pm
Assignment 11.2 Assignment: Personal Professional Selling | due by 11:59pm
Sun Apr 5, 2026 | Assignment 11.1 Reading, Video Lecture, and Quiz: Personal Professional Selling | due by 11:59pm
Assignment 11.3 Assignment: Marketing Myself Personal Selling - Interview | due by 11:59pm
Assignment 11.4 Group Assignment: Marketing Plan - Personal Selling | due by 11:59pm
Sun Apr 19, 2026 | Assignment Final Group Project: Marketing Plan | due by 11:59pm
Assignment Final Project: Marketing Myself | due by 11:59pm
Thu Apr 23, 2026 | Assignment Course Feedback Survey - 10 pts of extra credit | due by 11:59pm
Assignment Marketing Simternship | due by 11:59pmCourse outline will be provided by the instructor.

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

Assignments are due at midnight on the due date. Please upload your assignments 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.

Attendance Policy

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

Course Fees

You will see the following screen where you can pay by credit card, or with an access code from the bookstore, or for some of you the price may be included in your tuition. 

You will be asked to pay this fee when you begin the Simternship the last week of class.

How to do well in this class

  • Read the text: Reading the text book is key to understanding basic marketing principles.
  • Follow assignment instruction: Please review all assignment instructions in Canvas. Please make your 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.

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.