MKTG 2431

3.0 Credits


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.

Delivery Method



Recommended: CMNS 1291 - Intro to Professional Writing


Upon successful completion of this course, students should be able to:

  • 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

Maximum Completion

30 weeks.

Required Text and Materials

Solomon, M. R., Marshall, G. W., Stuart, E. W., Smith, J. B., Charlebois, S., Shah, B. Marketing: Real People, Real Choices. (4th Canadian ed.). Toronto: Pearson Education Canada Inc, 2013.
Type: Textbook. ISBN: 9780132913171

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:>

Open Learning Faculty Member Information

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.


In order to receive a final grade for the course, you must submit four assignments and the final project. In order to pass, you will require at least a 50% mark on the final project and at least 50% standing overall (missing assignments will be awarded a grade of zero). Your total mark will be determined on the following basis:

Assignment 1: Marketing Value 10%
Assignment 2: Understanding Customers' Value Needs 20%
Online Quiz 1 5%
Assignment 3: Create the Value 10%
Assignment 4: Communicate the Value 20%
Online Quiz 2 5%
Final Project* 30%
TOTAL 100%