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
Students are responsible for purchasing the required materials on their own:
- Solomon, M., Marshall, G., Stuart, E., Burkhalter, J., & Carlson, B. (2025). Marketing: Real people, real choices. (12th ed.). Pearson. 9780138116149 / 9780138116071
Note: This item can be purchased directly from the following link.
Assessments
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 exams@tru.ca 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.
