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Thompson Rivers University
Thompson Rivers University

MKTG 2431: Marketing

Students receive an overall view of the marketing function, the role of marketing in society and its application within organizations. Topics include marketing value; understanding customer's value needs; creating value; communicating value; and delivering value.

Learning outcomes

  • Explain the use of core marketing concepts, principles, and theory.
  • Apply these concepts, principles, and theories to make sound marketing decisions.
  • Explain the marketing planning process and apply this process to a specific business case.
  • Discuss marketing issues and concepts with managers.

Course topics

  • Module 1: Marketing Value
  • Module 2: Understanding Customer's Value Need
  • Module 3: Strategic Marketing Planning
  • Module 4: Create the Value
  • Module 5: Deliver the Value 
  • Module 6: Communicate the Value

Required text and materials

The following e-textbook is required for this course: 

  1. Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2022). Marketing: Real People, Real Choices. (11th US ed.). Pearson. 
    Type: E-Textbook. ISBN: 9780136810384

Note: This textbook can be purchased directly from the TRU bookstore site at To utilize this e-text after purchase, the Publisher requires students to register a Course ID specific to this textbook by following the MyLabStudent Registration Instructions. These instructions are found in the Course Guide after course registration is complete.


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 50%, or higher on the overall course, and 50% or higher on the final mandatory exam.

Assignment 1: Market the Value 10%
Assignment 2: Create the Value 10%
Assignment 3: Deliver the Value 15%
Assignment 4: Communicate the Value 10%
Major Project: Marketing Plan 30%
Mandatory Final Exam 25%
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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