Marjorie Delbaere

Associate Dean, Research and Faculty Relations

Ph.D. (University of Manitoba) B.Comm (Honours) (University of Manitoba)


Room 173
25 Campus Drive, Nutrien Centre, University of Saskatchewan
Saskatoon, Saskatchewan, Canada, SK, S7N 5A7


Marjorie Delbaere is an Associate Professor of Marketing at the Edwards School of Business at the University of Saskatchewan. Marjorie's program of research explores the interplay between the persuasive use of language and images (specifically rhetorical figures such as metaphors and analogies) and consumer knowledge transfer in the marketing of controversial products, such as prescription drugs.  The primary area that she is currently researching is the marketing of pharmaceutical products direct-to-consumers (DTC), for which she was awarded a standard research grant by the Social Sciences and Humanities Research Council of Canada. Marjorie's research has been published in refereed journals including Journal of AdvertisingSocial Science & MedicineHealth Marketing Quarterly, and Journal of Strategic Marketing.


Over the past five years I have taught primarily 300-level required courses for the Marketing major. I also work with an Honours student each year on a thesis topic of her/his choice. I love both teaching and learning and each term I look forward to everything I will learn from students taking my courses.

COMM 352 Marketing Strategy

This course is a required course for the Marketing major and is also a very helpful course for students pursuing the Management major. Students will develop their skills in the following areas: strategy, analysis, synthesis, decision making, application, and oral and written communication.  Most importantly, students will refine their ability to prepare an effective, comprehensive marketing plan. The major project in this course is an online decision-making simulation called PharmaSim. Working in teams, students take on the role of a member of a brand management team for the Over-the-Counter division of a pharmaceutical company. Each team competes against the same environment, made up of four competitors, each with a different marketing strategy and portfolio of brands. The other project in this course is an individual critical book review of a popular press book related to marketing strategy.

MKT 802 Marketing Theory

This is a graduate level course that covers the broad topic of marketing theory. Students will engage in high-level, critical discussion of the theories and models that form the foundation of scholarly work in the field of marketing. At the end of this course students will be able to compare and contrast the foundational theories and models from the academic marketing literature, lead a discussion on a marketing theory topic of their choice and present their arguments in the form of a written conceptual paper.



Social Sciences and Humanities Research Council of Canada Standard Research Grant, "The Influence of Analogies on Consumer Learning from Direct to Consumer Drug Advertising," Principal Investigator, 2009 - 2014 ($56,570)


Hunter, Paulette, Delbaere, Marjorie, O'Connell, Megan E., Cammer, Allison,  Seaton, Jennifer Friedrich, Trista, Fick, Fiona (2017), “Did online publishers "get it right"? Using a naturalistic search strategy to review cognitive health promotion content on Internet webpages,” BMC Geriatrics, 17:125 DOI 10.1186/s12877-017-0515-3. 

Delbaere, Marjorie and Erin Willis (2015), “Direct-to-consumer advertising and the role of hope,” Journal of Medical Marketing, 15(1-2), 26-38.

Wei, Mei-Ling, and Marjorie Delbaere (2015), “Do consumers perceive their doctors as influenced by pharmaceutical marketing communications? A persuasion knowledge perspective,” International Journal of Pharmaceutical and Healthcare Marketing, 9(4), 330-348.

Delbaere, Marjorie and Malcolm C. Smith (2014), “Literally Experts: Expertise and the Processing of Analogical Metaphors in Pharmaceutical Advertising,” Health Marketing Quarterly, 31(2), 115-135.

Delbaere, Marjorie (2013), “Metaphors and Myths in Pharmaceutical Advertising,” Social Science & Medicine, 21(April), 21-29.


  • Persuasion, metaphors, rhetorical figures
  • Pharmaceutical marketing, controversial products
  • Healthcare marketing
  • Knowledge management and market orientation