Overview
This course will explore consumer behaviour, community needs, market research, data collection and analysis, e-marketing, post-COVID-19 marketing strategies, and marketing to Indigenous communities (First Nations, Inuit, and Métis). Learners are encouraged to become active participants in learning about how marketing affects organizations, Indigenous Peoples, and themselves. First Nation examples will help students understand the practical relevance of theoretical applications.
Students will gain an in-depth understanding of consumer behaviour, e-marketing, marketing strategy, adaptation to change, and marketing research. This course will enable students to succeed in a variety of settings, including Indigenous organizations, social enterprises, private enterprise, community programs and services, and community economic development corporations.
Important notice: Athabasca University recognizes that this course deals with sensitive topics that might trigger challenging emotional issues for some students. Students are reminded that they must participate within their own capabilities and limits. Students may discuss with the course professor to find support for their mental wellness. Neither the professor nor Athabasca University is responsible for any personal problems that should arise during the participation in this course.
Learning outcomes
After completing this course, students should be able to do the following:
- demonstrate knowledge and skills on market research, data collection, and analysis in an Indigenous and Canadian context
- exhibit management skills to plan, organize, design, direct, and control market research, collect secondary data in an Indigenous and Canadian marketplace
- draw on critical perspectives, of Indigenous ethical research design, research, analysis, and reporting
- demonstrate knowledge and skills of sampling, measuring, qualitative and quantitative research, analysis, reporting, and communicating
- demonstrate knowledge and skills of Indigenous holistic research, design, and analysis
- explain marketing and research in an Indigenous Peoples context in terms of consumer and community needs, values, and culture
- identify the ways in which cultural values, social responsibility, and nation building shape Indigenous business enterprises and community services in an Indigenous context
Evaluation
Your final grade in INBU 350 is determined by a weighted average of the grades you receive on four written assignments and a final exam. To receive credit for INBU 350, you must achieve a minimum grade of 50 percent on the final exam and an overall grade of D (50 percent) or better for the entire course.
The weightings for each assignment and the exam are as follows:
| Activity | Weight | Complete by |
| Assignment 1 | 15% of final grade | After Lesson 3 |
| Assignment 2 | 20% of final grade | After Lesson 6 |
| Assignment 3 | 15% of final grade | After Lesson 8 |
| Assignment 4 | 20% of final grade | After Lesson 12 |
| Final Exam | 30% of final grade | After Lesson 12 |
| Total | 100% | |
The final examination for this course must be requested in advance and written under the supervision of an AU-approved exam invigilator. Invigilators include either ProctorU or an approved in-person invigilation centre that can accommodate online exams. Students are responsible for payment of any invigilation fees. Information on exam request deadlines, invigilators, and other exam-related questions, can be found at the Exams and grades section of the Calendar.
Materials
Digital course materials
Links to the following course materials will be made available in the course:
Armstrong, G., & Kotler, P. (2024). Marketing: An Introduction (8th Canadian ed.). Pearson
Brascoupé, S. (2025). Guide on Indigenous Research Methods for Market Research. Athabasca University. (DRR)