Southern Utah University

Course Syllabus

Southern Utah University
Southern Utah University
Spring Semester 2026

Marketing Management (Online)

MKTG 4950-30I

Course: MKTG 4950-30I
Credits: 3
Term: Spring Semester 2026
Department: MESA
CRN: 10599

Course Description

This course aims to provide an in-depth understanding of marketing management.  Marketing managers are responsible for co-creating customer value for a sustained competitive advantage.  In other words, they are accountable for nurturing demand (acquiring and retaining customers/clients/visitors) for their organizations.  Marketing management includes generating information, disseminating intelligence, and responding to unmet customer needs.  These activities, outlined in a marketing plan, are the focus of the course.  Additionally, this course reviews, deepens, and broadens students' understanding of marketing concepts and frameworks, allowing them to gain experience in applying these to real-world problems.  Evaluation and analysis of marketing strategies in competitive situations are utilized.  The course also examines various price, product, distribution, and promotion strategies essential to firms, focusing on integrating and assessing these elements in developing and adapting a successful marketing strategy

Required Texts

Marketing Management, 5th edition by Dawn Iacobucci, Cengage Learning, 2018.  

ISBN: 9781337271127

Learning Outcomes

  1. To develop skills and knowledge on the process of marketing planning.
  2. To provide students the perspective of a marketing manager who makes strategic decisions on targeting, retention, positioning, competitive advantage, marketing mix integration, resource allocation, and identifying customer-value creation and growth opportunities.
  3. To assist students in making connections between the marketing philosophy that should permeate the entire organization and the marketing function that coordinates with the other functional business areas.  
  4. To influence students’ understanding of how outside forces (e.g., customers, competitors, technology, economic conditions, regulatory issues) shape and contribute to a firm’s ability to deliver customer value.
  5. To learn to cope with issues, students will have to confront them in the “real world,” including (but certainly not limited to) uncertainty, insufficient information and resources, other pressing demands on time, and limited direction provided by management. 
  6. To gain experience in dealing with those over whom students have no or limited control (customers/clients, teammates, instructor).
  7. To continue improving students’ verbal, written, research, critical thinking, and decision-making skills in preparing for positions in the business world.
  8. Create a well-rounded, highly hirable marketing manager 

Course Requirements

Case Studies: Harvard Business Review (HBR) case studies are real-world business scenarios that present complex challenges faced by actual companies. In a university-level marketing course, they give students a chance to think like decision-makers by analyzing market conditions, customer behavior, competition, and strategic options.

Stukent Marketing Management Simulation and Write-up: Details will be discussed in our Professor’s Corner Meetings and posted in Canvas.

Marketing Plan Projects: Details will be discussed in our Professor’s Corner Meetings and posted in Canvas.

Chapter Quizzes: There will be 17 quizzes with 10 multiple-choice questions.  These timed quizzes are open book and open note.  They are not meant to ensure that you have READ and UNDERSTOOD the material. Your two lowest scores will be dropped. 

Chapter Based AI Activity:
With each chapter, you’ll do a short activity using AI tools. These will give you hands-on practice and show how AI can be useful in real marketing situations.

Course Outline

Week 1
Course Overview and Preparation for 1st full week of class

Week 2
Content: 
Professor's Corner 1
Course Introduction and Overview Chapter 1 – Why is Marketing Management Important? 

Deliverables: 
Chapter Quiz 1 
Chapter 1 AI Based Activity 
Professor’s Corner 1 Assignment 

Week 3
Content: 
Chapter 2 – Customer Behavior 
Chapter 3 – Segmentation 

Deliverables:   
Chapters 2-3 AI Based Activities 
Chapter Quizzes 2-3 

Week 4
Content: 
Professor's Corner 2
Chapter 4 – Targeting 

Deliverables:   
Chapter 4 AI Based 
Chapter Activity Chapter Quizzes 4 
Professor’s Corner 2 Assignment

Week 5
Content: 
Chapter 5 – Positioning 
Chapter 6 – Products: Goods and Services 

Deliverables: 
Chapters 5-6 AI Based Activities 
Chapter Quizzes 5-6 

Week 6
Content: 
Professor's Corner 3
Chapter 7 – Brands 
Chapter 8 – New Products and Innovation 

Deliverables: 
Chapters 7-8 
AI Based Activities 
Chapter Quizzes 7-8 
Professor’s Corner 3 Assignment

Week 7
Content: 
Chapter 9 – Pricing 
Best Friends Research Project Introduction Zoom Meeting

Deliverables: 
Chapter 9 AI Based Activity 
Chapter Quizzes 9
 
Week 8
Content: 
Professor's Corner 4
Chapter 10 – Channels of Distribution 
Chapter 11 – Advertising Messages and Marketing Communications Simulation Introduction 

Deliverables: 
Chapters 10-11 AI Based Activities 
Chapter Quizzes 10-11 
Professor’s Corner 4 Assignment

Week 9
Content: 
Chapter 12 – Integrated Marketing Communications and Media Choices 
Chapter 13 – Social Media 

Deliverables: 
Chapters 12-13 AI Based Activities 
Chapter Quizzes 12-13 
Best Friends Project Outline 

Week 10
Content: 
Chapter 14 – Customer Satisfaction and Customer Relationships 
Chapter 15 – Marketing Research Tools Simulation Introduction 

Deliverables: 
Chapter 14-15 AI Based Activities 
Chapter Quiz 14-15

Week 11
Content: 
Professor's Corner 5
Introduction of Case Study Assignments 
Chapter 16 – Marketing Strategy 
Chapter 17 – Marketing Plans 

Deliverables: 
Chapters 16-17 
AI Based Activities 
Chapter Quiz 16-17 
Professor’s Corner 5 Assignment

Week 12
Case Study Work Days 

Deliverables:
Case Study 1, Write-up and Presentation, Due 
Case Study 2, Write-up and Presentation, Due

Weeks 13-14
Projects Work Days  

Deliverables: 
Best Friends Project Rough Draft 
Best Friends Project Slides 
Best Friends Presentation 
Best Friends Project Final Report 
Simulation Activities

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

Late/Makeup Work:
If you have a valid excuse (e.g., a Doctor’s note, university-sponsored events, death of a close relative, etc.) with documentary proof, you will have an opportunity to make up an exam or quiz. Please get in touch with me at the first opportunity you know you will not be able to meet the deadline so that we can reschedule.

All assignments, except potential extra credit assignments, have a 24-hour grace period for turning in with no penalty (in other words, you will be given full credit for assignments submitted during the grace period).  

HOWEVER, no assignments will be accepted after the grace period except under the direst of circumstances (e.g., the death of an immediate family member).  Computer glitches, problems with Canvas, forgetting, vacations, etc. etc. etc. are not valid excuses.  Please make sure to submit your assignments well in advance of this final cut-off period.  Please also ensure you have submitted the correct file and that the file has been uploaded correctly when you submit your assignments.  If you do not, they will not be accepted after the final cutoff date and time.

Attendance Policy

This is an asynchronous online course

Course Fees

Content for this section will be provided by the instructor.

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.