Course Syllabus

---Note: This course code has changed from MKT 241 to MKT 310. You may occasionally see references to the old course code or title.


This course is a comprehensive introduction to the principles of marketing. This course will cover marketing essentials such as consumer research, consumer segmentation, segment targeting and product positioning, new product development and introduction, marketing strategy, branding, marketing communications, pricing, and distribution.

Credits: 3



You must have earned at least 15 credits.

Required Resources

This course uses a low-cost, auto-access textbook. If the student does not want to use the digital textbook, he or she must opt out or he or she will be charged for the digital textbook. Students can go to their BYUI Store Booklist to opt out. If the student opts out of purchasing the textbook, he or she will lose the ability to submit homework assignments to the instructor, so it is highly suggested that the student does not opt out.

Stukent is the publisher of the textbook and where the simulation activities will be completed. All other quizzes and assignments are in Canvas.

Resource Title and Description
(books, software, etc.)
Author or Provider Edition or Volume 13-Digit ISBN (if applicable)
Modern Marketing Principles
(comes with course; your student account will be automatically charged)
Kinda Wilson and Jerry Rackley Digital Version Updated Multiple Times Per Year 978-0-9996302-9-7


Course Outcomes

  1. Strategically identify the most compelling target for a product or service.
  2. Understand consumer research well enough to choose the appropriate research tool when given a particular business need.
  3. Identify the critical steps in new product/service creation and deployment.
  4. Develop a strong brand.
  5. Create an effective integrated marketing campaign that strengthens a brand.
  6. Understand the principles of pricing.
  7. Identify the role distribution plays in the marketing mix.
  8. Develop a strategy to promote a product or service across multiple channels.

Major Assignments

The table below is meant to help students see the relevance of each major assignment as it pertains to the course outcomes (CO).

Major Assignment Description Number of Course Outcome
W01 Assignment: 4 P's Writing assignment and Worksheet on the 4 P's of Marketing. 4
W03 Group Activity: Target Markets Writing assignment on target markets. 1
W03 Assignment: Positioning Matrix Worksheet and writing assignment to complete a positioning matrix. 1
W05 Assignment: Level of Attributes Graphical worksheet on the 3-tier product attribute levels. 3, 4
W07 SIM Round 1 Market Research Simulation. 2
W07 Assignment: Define the Pricing Strategy Writing assignment on where the pricing strategies for three scenarios will be discussed. 6
W08 SIM Round 2: Launch Your Product SIM Round 2: Launch your product (product & pricing). 6, 8
W09 Show and Share: Social Media Show and Share: Social Media Two Company Brand identities shared. 8
W10 SIM Round 3–4: Promotions Plan and Distributors SIM Round 3 & 4: Promotions Plan and Distributors. 7, 8
W12 Assignment: Marketing Environment Write: Marketing Environment. 5
W12 SIM Round 5: Optimize Distribution SIM Round 5: Optimize Distribution. 7
W14 SIM Round 6-7: Optimize Pricing & Promotion SIM Round 6–7: Optimize Pricing & Promotion. 6, 8
W14 Assignment: Simulation Reflection Simulation Reflection: Video Presentation. 5, 8

Weekly Patterns

The table below displays typical weekly activities, due dates, and activity descriptions.

Due Date Learning Model Activity Title Description
Midweek Prepare Study Students will read material from the textbook then take a reading quiz to assess their understanding of the reading.
End of Week Ponder & Prove Assignment An opportunity to apply what students have learned from their reading.
End of Week Teach One Another

Show and Share


Simulation Activity

Discussion board where students bring an artifact to share and discuss with their group. 


In the simulation, students will take what they've learned about marketing and apply it to a real-world marketing situation.

NOTE: Set your time zone within user preferences so the dates and times for course activities will display correctly for your time zone.

Learning Model

Students will find, in all of their assignments, principles of the BYU-Idaho Learning Model. Students are encouraged to consider how each of these principles is rooted in pure doctrine and look for them as they go throughout the course. Learners and teachers at BYU-Idaho do the following: 

  1. Exercise faith in the Lord Jesus Christ as a principle of action and power.

  2. Understand that true teaching is done by and with the Holy Ghost.

  3. Lay hold upon the word of God-as found in the Holy Scriptures and in the words of the prophets-in all disciplines.

  4. Act for themselves and accept responsibility for learning and teaching.

  5. Love, serve and teach one another.



BYUI online courses are designed with 3–4 hours of activities weekly for each academic credit received. Therefore, students will need to be able to devote at least 9–12 hours each week to this course in order to do well. 

Group Work

Each week in the Show and Share activities, students will discuss with their groups ways they have seen marketing principles applied by discussing the concepts they learned during that week as applied to the artifacts they each bring to the discussion.

Late Work

As a sign of professionalism and respect, students should complete their work on time. However, the instructor has the discretion to accept late work or extend due dates as appropriate.


Retries will only be permitted on quizzes or written assignments in the case of extenuating and unforeseen circumstances at the instructor's sole discretion. Discussion and Show & Share assignments are considered Live Assignments and cannot be made up or redone.

Extra Credit

Extra credit is not available in order to replace low-scoring or non-completed assignments. The award of any extra credit points on individual assignments is at the sole discretion of the instructor and is limited to a maximum of three points in cases that are outlined by the instructor.

Grading Scale

Letter Grade Percent
A 100%–93%
A- 92%–90%
B+ 89%–87%
B 86%–83%
B- 82%–80%
C+ 79%–77%
C 76%–73%
C- 72%–70%
D+ 69%–67%
D 66%–63%
D- 62%–60%
F 59% and lower

Policy Regarding Intellectual Property and Course Materials

All of the materials in this course are covered by fair use and copyright law and are proprietary (intellectual property). Students are not permitted to sell, post, trade, share, distribute, or send any information contained in this course (including outlines, handouts, syllabi, exams, quizzes, PowerPoint presentations, lectures, audio and video recordings, or images of the same, etc. including your own work for this course) to any parties outside of this course (for instance, Course Hero, Quizlet, Google Docs, etc.) by any means (for example, posting, uploading, attachments, etc.) without the express written permission from the creator of these works and the Department Chair. Any of these actions violate the Academic Honesty policies of Brigham Young University-Idaho (see Academic Honesty) and will be dealt with as such. The materials in this course are also intellectual property and taking any materials from the course and posting them outside of this course in any manner will be construed as theft and distribution of intellectual property. If you engage in any of these actions, or use any of these materials without authorization, the instructor has the right to impose an appropriate academic sanction (for example, give you a failing grade for the assignment and/or fail you from the course). Additionally, the respective Course Lead, Program Lead, and/or Department Chair also reserve the right to impose appropriate academic sanctions regardless of any imposed by the instructor.

University Policies

Students with Disabilities

BYU-Idaho is committed to providing a working and learning atmosphere that reasonably accommodates qualified persons with disabilities. Reasonable academic accommodations are reviewed for all students who have qualified documented disabilities. Services are coordinated with the student and instructor by BYU-Idaho Disability Services. Students who need assistance or feel they have been unlawfully discriminated against on the basis of disability may seek resolution through established policy and procedures.

Students who have any disability that may impair their ability to complete this course successfully should contact Disability Services as soon as possible, preferably before the beginning of the semester, in order to insure that they receive appropriate accommodations.

Disability Services Contact Information:

Other University Policies

Go to the Student Resources module to review the university policies regarding honesty, online etiquette, communication expectations, etc.

Course Summary:

Date Details Due