Southern Utah University

Course Syllabus

Southern Utah University
Southern Utah University
Summer Semester 2026

Integrated Marketing (Online)

MKTG 6930-A70

Course: MKTG 6930-A70
Credits: 3
Term: Summer Semester 2026
Department: MESA
CRN: 20257

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.

Required Texts

Required: 

  • 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

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

  1. Define and apply the elements of IMC as part of 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

IMC WEEKLY DISCUSSION 

For each module your team will be studying the IMC strategy for a company and specific industry. At the end of the term, you will complete a IMC Industry Discussion Reflection paper. This will include each student reviewing their own posts and the posts of others for a specific case question and reflecting on the IMC strategy for their company and the industry on the whole. Specific guidelines for completing these assignments can be found by clicking on each respective assignment in Canvas.

IMC HARVARD BUSINESS REVIEW CASES

Five of the 7 module have an assigned online HBR case. Students are expected to read the case, analyze the issues, and answer the case questions. Students will be graded using the Case Discussion Rubric that can be found in the respective assignment in Canvas.

Students will complete five unique HubSpot marketing certifications during the class. Hubspot is a widely respected provider of marketing software. They offer free marketing certifications, which will teach you digital marketing skills. With these certifications on your resume, you will be able to validate your skills and show a higher level of marketing specialization. These certifications can increase your earning potential and boost your confidence as a marketer. You will complete these certifications through the Hubspot.com/academy, and you will upload your certification for a final grade. 

IMC SIMULATION

You will participate in an intensive IMC week simulation where each day you will submit recommended IMC strategic and tactical decisions. The simulation will grade how your IMC decisions impact the company's marketing and sales objectives. 

Students will work in a team of 3-4 members and will complete an IMC Strategy Brief for a final project in the class determining campaign objectives, and selecting specific IMC tools to propose a specific promotion strategy. Your team will develop a comprehensive understanding of how integrated marketing communications (IMC) can effectively convey a brand message across various platforms. Your team will create a fictional company within your chosen industry. Your team will design a cohesive brand identity, including a creative IMC message suitable for a print advertisement, email campaign, social media post, and website landing page.

Grade Scheme

Here is a rough outline of the grading scheme. 

Discussions 20% 

HBR Cases 20%

Simulation 20%

IMC HubSpot Certifications 20%

Team IMC Strategy Brief 20%

The following grading standards will be used in this class:

Grade Range
A 100 % to 93.0%
A- < 92.0 % to 90.0%
B+ < 90.0 % to 87.0%
B < 87.0 % to 84.0%
B- < 84.0 % to 80.0%
C+ < 80.0 % to 77.0%
C < 77.0 % to 74.0%
C- < 74.0 % to 70.0%
D+ < 70.0 % to 67.0%
D < 67.0 % to 64.0%
D- < 64.0 % to 61.0%
F < 61.0 % to 0.0%

Course Outline


Discussion Topic Introduction Discussion | due by 11:59pm
Assignment Module 1 HBR Case Magellan Boatworks | due by 11:59pm
Assignment Module 1 HubSpot Certification: Digital Advertising, 11 lessons, 4 hrs | due by 11:59pm
Discussion Topic Module 1 Reading/Lecture/Discussion: IMC Process | due by 11:59pm
Sun May 24, 2026 | Assignment Module 2 HubSpot Certification: Social Media Marketing Course (10 lessons, 38 videos, 29 quizzes, 5:19 hrs) | due by 11:59pm
Assignment Module 2 Kellogg Case Lululemon Athletica | due by 11:59pm
Discussion Topic Module 2 Reading/Lecture/Discussion: IMC Creative Themes | due by 11:59pm
Sun May 31, 2026 | Assignment Module 3 HBR Case Headspace vs. Calm: Mindful Competition | due by 11:59pm
Assignment Module 3 HubSpot Certification: SEO (8 lessons, 3:50 hrs) | due by 11:59pm
Discussion Topic Module 3 Reading/Lecture/Discussion: IMC Channel Digital | due by 11:59pm
Sun Jun 7, 2026 | Assignment Module 4 HBR Case Thingtesting: Launching a Brand Discovery and Testing Digital Community | due by 11:59pm
Assignment Module 4 HubSpot Certification: Inbound Marketing (7 lessons, 3 hrs) | due by 11:59pm
Discussion Topic Module 4 Reading/Lecture/Discussion: IMC Channel Social Media | due by 11:59pm
Sun Jun 14, 2026 | Assignment Module 5 HBR Chase Sapphire | due by 11:59pm
Assignment Module 5 HubSpot Certification: Email Marketing (12 lessons, 3 hrs 54 min) | due by 11:59pm
Discussion Topic Module 5 Reading/Lecture/Discussion: IMC Channel Direct and Email | due by 11:59pm
Sun Jun 21, 2026 | Assignment Module 6 IMC Intensive Simulation Rounds 1- 8 Stukent Tech Support 855-788-5368 | due by 11:59pm
Assignment Module 6 Reflection on IMC Intensive Simulation | due by 11:59pm
Sun Jun 28, 2026 | Assignment Course/Teacher Evaluation Receipt | due by 11:59pm
Assignment Mercy Assignment | due by 11:59pm
Assignment Module 7 Final Group Project IMC Strategy Brief | due by 11:59pm
Assignment Module 7 Group Participation Evaluation | due by 11:59pm

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

Instructor's Response Time & Feedback

Online classes are great because you can learn at a convenient time that works for you and your schedule. I try to respond to you quickly, and I guarantee a 24 hour response. Communicating with you is important to me and providing feedback and clarification on assignments is my job as your professor. 

It is my goal to:

  • Respond to student messages within one business day
  • Provide grades and feedback within:
    • 3 days of final due date for discussion posts
    • 4 days of due date for HBR and other course work

I provided specific feedback on your Canvas assignments, to find feedback look at this tutorial How do I view assignment comments from my Instructor.

Student Responsibilities

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 assignment should be turned in via the "Mercy Assignment" folder on Canvas on module 7. 

Attendance Policy

The "First Week" Requirement
To comply with university census reporting, students must complete at least one "academic activity" (as defined above) within the first seven days of the semester.
Warning: Students who fail to engage during the first week may be dropped from the course for non-attendance to make room for students on the waitlist.

Participation Expectations
The SUU MBA program moves at an accelerated pace. To remain in good standing, students are expected to:
Check Canvas Daily: Important announcements and peer feedback are posted regularly.
Weekly Deadlines: Most courses operate on a Monday–Sunday cycle. Missing more than two consecutive weeks of participation may result in an automatic "F" or a recommendation for administrative withdrawal.
Professionalism: Online engagement should mirror executive boardroom behavior—punctual, prepared, and respectful.

Course Fees

In addition to standard tuition rates, students enrolled in the Online MBA program are responsible for all regular course fees as required by Southern Utah University. These fees are essential for maintaining the specialized resources, digital infrastructure, and accreditation standards associated with a graduate business degree. 

Prerequisites and Registration Restrictions

Prerequisite(s): MKTG 6200 - Prerequisite Min. Grade: C
Registration Restriction(s): Admission into the MBA program

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.