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Thompson Rivers University
Thompson Rivers University

BUSN 6151: Advanced 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 acquire the knowledge and skills required to develop, implement, and control successful marketing strategies. Topics include the art of case analysis; consumer behavior; marketing research and competitive analysis; marketing segmentation and position; market entry and pricing; retail selling, private labels, and channels of distribution; marketing communications; Internet marketing; corporate social responsibility and nonprofit marketing; sales management; and international marketing.

Learning outcomes

  • Analyze a case following standard case analysis procedures.
  • Develop a marketing strategy using an understanding of customer behaviour.
  • Interpret marketing research to make improved marketing decisions.
  • Select appropriate market segmentation techniques to determine the appropriate market for a specific product.
  • Analyze a competitive market and recommend an appropriate market entry strategy for a product or service, along with appropriate pricing recommendations.
  • Design an appropriate channel of distribution for a product, including retail distribution.
  • Create an integrated marketing communications plan for a major event, which incorporates marketing to a younger cohort.
  • Integrate social networking and social media within an integrated marketing communications plan for B2B and B2C.
  • Recommend the appropriate metrics to measure performance for a variety of online campaigns.
  • Analyze corporate sponsorship proposals and cause-related marketing programs in order to make appropriate recommendations.
  • Apply knowledge of sales management and institutional buying in order to craft an appropriate approach and offer to an institutional buyer.
  • Apply sales analysis to determine whether to target future growth domestically or internationally, and determine the viability of launching an established product into a new international market.

Course topics

  • Module 1: Marketing Management in the 21st Century
  • Module 2: Marketing Strategies
  • Module 3: Marketing Research to Inform Decisions
  • Module 4: Selecting Markets
  • Module 5: Market Entry Strategies
  • Module 6: Distribution Channels
  • Module 7: IMC including Social Media
  • Module 8: B2B Communications and Procurement
  • Module 9: Marketing Metrics
  • Module 10: Cause Marketing and Sponsorship
  • Module 11: B2B Sales Approaches
  • Module 12: Growth Strategies

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.


Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact with any questions about this.

To successfully complete this course, students must achieve a passing grade of 70% or higher on the course overall, and 50% or higher on the final mandatory examination.

This course utilizes ProctorU for virtual invigilation of the final examination. There will be detailed instructions in your course under the “Final Exam” tab that we recommend you review as soon as possible.

Case Analysis 1 (Individual) 10%
Case Analysis 2 (Group) 10%
Case Analysis 3 and Simulation (Individual) 10%
IMC Plan (Group) 25%
Discussion Posts (Individual) 10%
Final Exam (mandatory) 35%
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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