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General Program Inquiries (Email: firstname.lastname@example.org or Tel:
Students examine the key principles and concepts of marketing, and are introduced to marketing
in a variety of contexts including not-for-profit, international, services, and environmental
issues. Topics include marketing strategy, marketing research, customer relationship marketing,
market segmentation, branding, pricing strategies, channels of distribution, integrated marketing
communications, and international marketing.
- Explain the key principles and concepts of marketing.
- Construct an effective marketing strategy, including a marketing mix, for a product/service.
- Interpret marketing research information to improve the timing, accuracy, and quality of the
- Apply knowledge of the consumer decision process and factors that influence this decision
process to construct effective marketing campaigns and strategies.
- Analyze appropriate segmentation criteria to discover promising market niches and effectively
position a product / service.
- Evaluate brand attributes to craft a brand position.
- Develop an attractive marketing offer by using unique combinations of product attribute
variables. • Evaluate pricing strategies to appropriately price a product or service.
- Design an effective channel of distribution for a product.
- Plan an integrated marketing communications campaign that uses a range of mass communications
media that are well-suited to reach the target market.
- Plan an integrated marketing communications campaign that uses a range of personal
communications media that are well-suited to reach the target market.
- Develop an effective marketing strategy for launching a domestic product into an
- Module 1: Marketing Management in the 21st Century
- Module 2: Marketing Strategies and Plans
- Module 3: Marketing Research and Metrics
- Module 4: Customer Markets
- Module 5: Segmentation and Targeting
- Module 6: Brand Differentiation and Positioning
- Module 7: The Product
- Module 8: Pricing
- Module 9: Place
- Module 10: Mass Communications and Promotion
- Module 11: Personal Communications
- Module 12: Global Markets
Required text and materials
Online students are responsible for sourcing and ordering their own textbooks. Please see the
list of required textbooks here: https://www.tru.ca/distance/courses/MBA_Textbook_List.pdf.
Please note that publishers may offer several package options that include additional resource
material not required in your course. You may purchase a package of your choice as long as it
includes the correct author, title and edition listed for your course.
If you have any questions about obtaining the correct textbook, please contact OLMaterials@tru.ca. They will be happy to assist you.
To successfully complete this course, students must achieve a passing grade of 70% or higher on
the overall course, and 50% or higher on the final mandatory project.
|Assignment 1: Product Analysis (Group)
|Assignment 2: Segmentation, Targeting and Positioning (Group)
|Assignment 3: Product and Pricing (Group)
|Assignment 4: Distribution Channels, IMC, and Marketing Strategy (Group)
|Discussions (6; Individual)
|Quizzes (12; Individual)
|Final Project (individual and mandatory)
Open Learning Faculty Member Information
An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of the course.