• 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.

• 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

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 https://thebookstore.tru.ca/site_digital.asp. 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 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 [email protected] 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.