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Thompson Rivers University
Thompson Rivers University

BUSN 5051: Marketing Management

NOTE: For registration please contact Bob Gaglardi School of Business and Economics General Program Inquiries (Email: or Tel: 1-877-663-4087).

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.

Learning outcomes

  • 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 firm’s decision-making.
  • 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 international market.

Course topics

  • 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:

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 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) 10%
Assignment 2: Segmentation, Targeting and Positioning (Group) 10%
Assignment 3: Product and Pricing (Group) 10%
Assignment 4: Distribution Channels, IMC, and Marketing Strategy (Group) 10%
Discussions (6; Individual) 12%
Quizzes (12; Individual) 18%
Final Project (individual and mandatory) 30%
Total 100%

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.

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