Thompson Rivers University
Thompson Rivers University

Marketing Major/Minor

The Marketing Major is a challenging program that prepares students to assume many of the most important positions in business. Marketers, as they like to call themselves, are a company's creative force. Focusing on the marketing mix or four Ps of product, price, promotion, and place, they devise potentially profitable new product or service ideas that meet the needs of specific target markets, and then develop and execute the detailed plans needed for their implementation. Other employees in accounting, finance, or human resource management simply assist marketing professionals in this primary task and depend on them to generate the revenues needed for survival.

After graduation, students secure employment with many types of organizations such as advertising firms, consumer product companies, retail chains, wholesalers, media outlets like TV or radio stations, auto dealerships, tourist resorts, government ministries, and non-profits like hospitals. An increasing number have also been successful in starting their own small businesses, while a few have gone on to earn graduate degrees in hopes of pursuing careers in teaching or research at the college or university level.

For those students wanting only an exposure to marketing, a Marketing Minor is also available.

Learning Objectives

Upon completion of this program, students are able to:
1. Discuss the importance of marketing to a business enterprise in terms of the development, pricing, promotion and distribution of its products and services.
2. Analyze the effect that psychological, social and cultural factors have on consumer behaviour and how this influences marketing decision making.
3. Develop a market research plan to analyze the business environment and consumer and business-to-business behaviour using appropriate primary and secondary data sources.
4. Segment different target markets and successfully position products and services in these segments under varying competitive scenarios.
5. Examine the financial implications of marketing decisions.
6. Appraise different ethical concerns in marketing.
7. Formulate marketing plans to address business problems and opportunities, both broadly and in a variety of specialized areas of marketing.
8. Integrate appropriate marketing strategies to grow and sustain the value of an organization’s brands.
9. Apply marketing principles in a professional capacity.

Major Requirements

MKTG 3470 Consumer Behaviour
MKTG 3480 Marketing Research
MKTG 4460 Marketing Strategy
Plus at least five of:
MKTG 3450 Professional Selling
ECON 4330 Forecasting in Business and Economics
MKTG 4400 Professional Sales Management
MKTG 4410 Services Marketing
MKTG 4412 New Product Development
MKTG 4420 Brand Management
MKTG 4430 Retail Management
MKTG 4450 E-Commerce
MKTG 4470 International Marketing
MKTG 4480 Integrated Marketing Communications
MKTG 4490 Business-to-Business Marketing

Minor Requirements

At least four of:
MKTG 3450 Professional Selling
MKTG 3470 Consumer Behaviour
MKTG 3480 Marketing Research
ECON 4330 Forecasting in Business and Economics
MKTG 4400 Professional Sales Management
MKTG 4410 Services Marketing
MKTG 4412 New Product Development
MKTG 4420 Brand Management
MKTG 4430 Retail Management
MKTG 4450 E-Commerce
MKTG 4460 Marketing Strategy
MKTG 4470 International Marketing
MKTG 4480 Integrated Marketing Communications
MKTG 4490 Business-to-Business Marketing

Typical Job Titles

  • Brand Manager
  • Advertising Account Executive
  • District Sales Manager
  • Small Business Owner
  • Market Researcher
  • Sales Representative
  • Public Relations Director
  • Promotions Manager
  • Buyer

Professional Designations