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

Students require the following e-textbook:

  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


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. 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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