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.


  • 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 outline

  • Module 1: Marketing Value
  • Module 2: Understanding Customer's Value Needs
  • Module 3: Create the Value
  • Module 4: Communicate the Value
  • Module 5: Deliver the Value

Required text and materials

Students will receive the following:

  1. Solomon, M. R., Marshall, G. W., Stuart, E. W., Smith, J. B., Charlebois, S., Shah, B. (2013). Marketing: Real People, Real Choices. (4th Canadian ed.). Toronto: Pearson Education Canada Inc.
    Type: Textbook. ISBN: 9780132626316

Additional requirements

A computer with internet access required. Refer to "Course Delivery Formats" in the TRU-OL Calendar or on the TRU-OL web site for computer requirements:


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

Open Learning Faculty Member

An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environment's "Mail" tool or by phone. Students will receive the necessary contact information when starting the course.

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