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Thompson Rivers University
Thompson Rivers University

MKTG 4461: Marketing Strategy

Students examine how to effectively analyze marketing problems and opportunities in a rapidly changing environment, and then develop appropriate strategies. Emphasis is placed on building long-term customer relationships and adopting a strong customer orientation through imagination, vision and courage. Topics include segmentation, targeting and positioning (STP); creating competitive advantage; marketing program development; implementation of the marketing plan; and developing and maintaining long-term customer relationships. A marketing strategy simulation, marketing project, or marketing audit is used to reinforce course concepts.

Learning outcomes

  • Describe the state-of-the art of strategic marketing practices in a changing environment.
  • Formulate a marketing strategy based on environmental opportunities and threats, the firm's resources, corporate and business-unit strategies, and the need to attain an enduring competitive edge.
  • Compose a marketing strategy entailing the definition of the market (product/market or generic market),segmentation, target market selection, and positioning components.
  • Conduct portfolio analysis of various strategic business units or product groups of a firm.
  • Compose a marketing plan based on the components of product planning, pricing, distribution methods and promotional activities.
  • Demonstrate and implement customer satisfaction programs.
  • Demonstrate the capability to create and use strategic marketing tools such as conjoint analysis, semantic scales.
  • Construct knowledge of required activities for implementing, monitoring and controlling marketing strategy programs
  • Analyze and solve marketing problems and evaluate their implications for the overall organization.
  • Demonstrate advanced teamwork and interpersonal skills.

Course topics

  • Module 1: Market Orientation for All Strategy Levels
  • Module 2: Corporate Strategy
  • Module 3: Business-Level Strategy
  • Module 4: Understanding Market Opportunities
  • Module 5: Developing Marketing Strategy
  • Module 6: The Marketing Program
  • Module 7: Differentiation and Brand Positioning
  • Module 8: Marketing Strategies for New Market Entries
  • Module 9: Strategies for Growth Markets
  • Module 10: Strategies for Mature and Declining Markets
  • Module 11: Marketing Strategies for a Digitally Networked World
  • Module 12: Marketing Strategy Implementation and Assessment

Required text and materials

The following materials is required for this course:

  1. Walker, Jr. O.C., & Mullins, J.W. (2014). Marketing strategy: A decision-focused approach. (8th ed.). New York: McGraw-Hill.
    Type: Textbook ISBN: 978-0-07-802894-6.


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: Create a Video Presentation (Module 3) 15%
Assignment 2: Case Analysis, Unilever Canada (Module 6) 15%
Assignment 3: Marketing Plan Analysis (Module 9) 15%
Assignment 4: Reflection Posts (Module 12) 10%
Quizzes (Best of 12) 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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