Southern Utah University

Course Syllabus

Southern Utah University
Southern Utah University
Spring Semester 2026

MKTG 3930 - Section 30I - Integrated Marketing Communication (IMC) (Online) Spring 2026)

MKTG 3930-30I

Course: MKTG 3930-30I
Credits: 3
Term: Spring Semester 2026
Department: MESA
CRN: 10584

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

Major Content Components
The following grading standards will be used in this class:

  • Exams (2 at 120 points each) 240 pts
  • Module Quizzes (12 at 20 pts each) 240 pts
  • Module Topic Assignments (TAs) (9 at 15 pts each) 135 pts
  • Module Essay Assignments (EAs) (4 at 30 pts each) 120 pts
  • Module TA Team Discussions/Presentations (3 at 40 pts each) 120 pts
  • Mid-term Team Peer Evaluation 5 pts
  • Team Project 100pts
  • Project Critiques (4 at 10 points each) 40 pts
   Total 1000


Component Descriptions

  • Exams
Exams will consist of short-answer questions.  All questions will be limited to assigned reading material and any material discussed in recorded lectures and/or ppt presentations .  Exams will be non-cumulative.  Students must take the exams during their designated time frames unless they have a University-approved excuse.

  • Module Quizzes
Each module will have a 10 question, multiple choice online quiz covering that module’s assigned readings. The quizzes will be closed books/notes and will have a 10 minute time limit. Each student may have two attempts at a particular week's quiz. Quiz questions are randomly drawn from a test bank, however, meaning that at least some of the questions on the second attempt will be different from the first. The attempt with the highest score will be retained for the grade on that particular quiz. Each module’s quiz will be due on the Sunday night by midnight (MST) of that module’s week.

  • Module Topic Assignments (TAs)/Essay Assignments (EAs)
Each module will have specific questions (i.e., Topic Assignments and/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. TAs/EAs will be due on the Sunday by midnight (MST) that ends their respective module week.

  • Team Project and Presentations
Students will be assigned to teams of four or six 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  and will complete a final written proposal and oral proposal presentation near the end of the course. Details regarding this assignment will be provided as part of the assignment prompt.

  • Module Project Topic Discussions
Each module may have an assigned online topic discussion.  There will be up to multiple posted discussion questions per case. Students are expected to post one original response to each question and two responses to the original posts of others for each question. So, if a particular topic discussion has  two questions, each student would be required to post a minimum of 6 times (2 original posts plus 4 responses).

  • Project Critiques
Each student from each team will complete a short, detailed critique of the final project presentations for each of the other presenting teams. Details regarding this assignment will be provided as part of the assignment prompt.



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%





Course Outline


Module 1
  • Proctorio Check
  • Module 1: Quiz
  • Module 1: TA - In-house vs. Outside Advertising Agencies
Module 2
  • Team Introduction and Project Discussion (Q1 & Q2)
  • Module 2: Quiz
  • Module 2: TA - NAD/NARB and Judging Puffery
Module 3
  • Team Project Meeting w/Professor Kroff (Sign up)
  • Module 3: Quiz
  • Module 3 TA: MAAM Changing Strategies
  • EA-1: Integration Processes and Decision Rules
  • Module 3: Team Project Discussion - Situation Analysis
Module 4
  • Module 4: Quiz
  • Module 4: TA - Interpreting Celebrity Q-Scores
  • Module 4: Team Project Presentation 1 - Situation Analysis
Module 5
  • Module 5: Quiz
  • Module 5: TA - Super Bowl, Pyramid of Comm Objectives (PCO)
Module 6
  • Module 6: TA - Fear Appeals
Module 7
  • Module 7: Quiz (Chapters 8 & 9)
  • Module 7: TA - Advertising Appeals and Execution Approaches
  • Team Project Meetings w/ Professor Kroff
Module 8
  • Team Project Meetings w/Professor Kroff
  • Module 8: Team Project Discussion 2 – PCO, Major Selling Ideas, and Positioning Statements
  • Short-Answer Exam 1 (Modules 1 -7)
  • Kroff One-on-one Check-in
  • Midterm Team Peer Evaluation
Spring Break
Module 9
  • Module 9: Quiz (Chapters 11 & 12)
  • Module 9: TA - Media Scheduling
  • Module 9: Team Presentation 2 – PCO, Major Selling Ideas, and Positioning Statements
Module 10
  • Module 10: Ad Critique Presentation
Module 11
  • Module 11: Quiz
  • Module 11: TA – Advertising Specialty Items (ASIs)
Module 12
  • Module 12: Team Discussion – ASIs
  • Module 12: Quiz (Chapter 15)
  • Module 12: TA – Analyzing Display Ad - Landing Page Combinations
Module 13
  • Module 13: Quiz (Chapter 16)
  • Module 13: TA - Sales Promotions Types and Examples
  • Module 13: Team Discussion - Q1: Happy Cows IMC Campaign Worksheet
  • Module 13: Team Discussion – Q2 IMC Campaign Worksheet Discussion
Module 14
  • IMC Campaign Proposal
  • Short Answer Exam 2 (Modules 9 - 13)
  • End of Term Peer Evaluation




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

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

Attendance Policy

As this is an asynchronous course, there are no live meetings thar are required for the entire section. 

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.