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: Strategic Marketing Planning
  • Module 3: Understanding Customer's Value Needs
  • Module 4: Create Value
  • Module 5: Deliver Value
  • Module 6: Communicate Value

Required text and materials

The following e-textbook is required for this course:

  1. Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2020). Marketing: Real people, real choices. (10th US ed.). Pearson.
    Type: E-Textbook: ISBN: 9780135209929

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.

Note: Once registered in the MyLabStudent, a link to additional Purchase Options is provided, where students may have the option to order a printed textbook at an additional cost.


Please be aware that due to COVID-19 safety guidelines all in-person exams have been suspended. As such, all final exams are currently being delivered through ProctorU, which has an approximate fee of $35 involved. There will be more information in your course shell, on how to apply, if your course has a final exam.

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: Marketing Value 15%
Assignment 2: Understanding Customers' Value Needs 10%
Assignment 3: Create and Deliver the Value 10%
Assignment 4: Communicate Value 10%
Final Project (mandatory) 30%
Final Exam (mandatory) 25%
Total 100%

Open Learning Faculty Member

An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of your course.

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