As this answer showed, you can run cmd.exe itself with command-line parameters to execute commands.
Per the cmd.exe documentation:
Syntax
cmd [/c|/k] [/s] [/q] [/d] [/a|/u] [/t:{<B><F>|<F>}] [/e:{on|off}] [/f:{on|off}] [/v:{on|off}] [<String>]
Parameters
/c
Carries out the command specified by String and then stops.
...
<String>
Specifies the command you want to carry out.
...
Remarks
Using multiple commands
To use multiple commands for <String>, separate them by the command separator && and enclose them in quotation marks. For example:
"<Command>&&<Command>&&<Command>"
Processing quotation marks
If you specify /c or /k, cmd processes the remainder of String, and quotation marks are preserved only if all of the following conditions are met:
You do not use /s.
You use exactly one set of quotation marks.
You do not use any special characters within the quotation marks (for example: & < > ( ) @ ^ | ).
You use one or more white-space characters within the quotation marks.
The String within quotation marks is the name of an executable file.
If the previous conditions are not met, String is processed by examining the first character to verify whether it is an opening quotation mark. If the first character is an opening quotation mark, it is stripped along with the closing quotation mark. Any text following the closing quotation marks is preserved.
So try using CreateProcess() or ShellExecute/Ex() to run an instance of cmd.exe with these parameters:
cmd.exe /C ""<path>\rsvars.bat" && msbuild "<path>\project" <msbuild parameters> ..."
Alternatively, you can have your app load rsvars.bat and parse out the values it defines (or just define the values in your own code), and then execute msbuild using CreateProcess(), passing the desired environment variables to its lpEnvironment parameter. This way, you do not need to actually execute rsvars.bat at all.