Principles of Marketing

General Course Information

Course Lecturer Name(s):  Naline Ramdeen-Joseph

Course Director Name: Same as above

Course Lecturer(s) Contact Information: (473) 444 4175 Ext 3747

Course Director Contact Information:N/A 

Course Lecturer(s) Office Hours:  Monday- Thursday 1:00-3:30pm Friday 1:00-3:00pm appointment via Zoom

Course Director Office Hours: N/A

Course Lecturer(s) Office Location:  Upstairs Building C

Course Director Office Location:  N/A

Course Support: Tracy Fortune – Ext 3373;  Mahalia Charles- Ext 3863

Course Management tool: To learn to use Sakai, the Course management tool, access the link

Course Curriculum Information


This course embraces the fundamental marketing concepts reflecting the key knowledge and skills required by today’s business professionals and marketing managers. It is designed to expose students to the theoretical framework, principles and practical application of marketing practices/tools and platforms in management decision making process. The course also examines the marketing mix and promotional strategies as well as the factors influencing the micro and macro environment. It will also discuss and the importance data collection in understanding consumer behaviors and building consumer and societal relationships.


  • 1.Explain the role of marketing and why it is important as a strategy for the success of a business in relation to planning, image building, positioning branding and creating a
  • competitive advantage
  • 2.Explain the key concepts in marketing e.g. marketing strategy, marketing objectives and the marketing plan
  • 3.Discuss the marketplace/ environment- internal and external, local, and international and how these impacts the business environment
  • 4.Assess the importance of marketing information/data (primary and secondary) to gain customer insights
  • 5.Explain the marketing research process
  • 6.Analyze the marketing mix the 4P’s and the promotional/communication mix strategy and their role in building awareness and increasing sales
  • 7.Discuss the role of web marketing and social marketing platforms in marketing
  • 8.Explain the importance of ethics and social responsibility in marketing


By the end of this course students will be able to:

  • 1.Discuss the role of marketing as a business strategy especially in planning, positioning, branding, and differentiation
  • 2.Describe the micro and macroeconomic factors impacting the consumer and business buyer behavior 
  • 3.Apply the appropriate communication mix/promotional tools a project proposal for business or organization
  • 4.Describe and apply technological and social marketing tools utilized in a marketing and business environment  
  • 5.Use marketing information (data quantitative and qualitative data) to make sound marketing decisions
  • 6.Create and orally present a marketing plan for a new or existing business venture utilizing the 4’s P
  • 7. Explain the importance of ethics and social responsibility in the field pf marketing


ISLO-2: Students will be able to utilize the relevant ICT tools to analyze problems and propose solutions that aid in management decision making. 

ISLO-3: Students will be able to demonstrate effective written and oral communication skills.

ISLO-4: Students will be able to critically think, motivate and collaborate to solve business problems. 

SAS Grading Scale Grades will be assigned as follows:

A  = 89.5% or better

B+ = 84.5 - 89.4%

B  = 79.5 - 84.4%

C+ = 74.5 - 79.4%

C = 69.5 - 74.4%

D = 64.5 - 69.4%

F = 64.4% or less 

Course Materials:


Text:  Principles of Marketing -An applied Orientation, Philip Kotler, Gary Armstrong 2006 (17th Edition) Pearson  

Supplementary Readings/Resources: 

Text: Marketing Management, Analysis, Planning, Implementation & Control 13th Edition – Philip Kotler

Text: Guerrilla Marketing 3rd Edition – Jay Conrad Levinson

 Various websites – Links to be given by the Lecturer throughout the course 

Where necessary additional reference materials will be provided during lectures. In addition to reading the materials distributed, students are expected to utilize the recommended texts. In addition, guest lecturers will also be invited to share their expertise in specific areas.   


Lectures / Case Studies /Groups / Online/ Practicum

Course Requirements and Percent of Grade:

There will be continuous assessment throughout the semester. There will be four quizzes and a final group project. Additionally, students in groups or individually will be required to work on assignments: essays, case studies and presentations throughout the semester. Exams and quizzes will be composed of multiple choice, true and false and short answer questions, or essays. Questions will cover materials from the texts, lectures, and class discussions. Since students will also be graded on class attendance and participation you are expected to arrive on time and actively participate in class discussions and activities. Assignments done during the course will also contribute towards the final grade. 

A Final Group Project will be given in place of a formal exam.  This should be submitted via Turnitin dropbox no later than 26th April 2022 at 7pm.

Please note that Project Outlines must be presented to Lecturer for approval by April 5th 2022, to ensure that you meet the project requirement. You can submit earlier if you wish. 

Final Exam Project:

Assigned Groups are required to:

1. Develop an original product/service of your choice from local raw materials that has the potential to become a successful business venture and can be offered for sale in your island. You are required to show evidence of sound market research (feasibility study), create a concept and prototype for testing and develop a marketing plan for the product/service.  (Please note that you are required to include all the elements of a marketing plan inclusive of the 4’Ps. Emphasis must be placed on the promotional mix section. In addition, each group must create/design/include the following tools which must be included under the promotional mix strategy and be included in the References of final paper and must also be included in the final power point presentation. 

a) A 60-sec. television advertisement for the product or service to be launched. Students must include the following in the project: a) a concept and storyboard b) tagline and logo with all possible call- to- actions. Timing of the script and appropriate images are crucial. Please note that no electronical/computer voice over is allowed. 

The various evaluation criteria will be weighted as follows:





Group Case Presentation


Individual Research Paper


Class Exercises 


Practicum at the University Club (100% Attendance is required)





Rubric for the Individual Assignments Where Applicable



Exemplary 90-100

Good 89-80

Fair 79-70

Poor 69 and Under


Elements: Student critically analyzes the situation to the concepts learnt on the subject. Research on the topic and application of the knowledge 


Student demonstrates and thorough understanding of the concepts taught  and utilizes research to support the material  discussed

Student  demonstrates a reasonable understanding  of concepts taught and supports the topic by providing some evidence and information

Student demonstrates a fair understanding of the concepts taught and provides limited information

Students demonstrates poor understanding of the topic with minimal or  irrelevant  information

Organization: The submission is well organized. Introduction and objectives clearly stated. The format is easy to follow, flows smoothly from one idea to another and logically conveys the key ideas. Use of aids: example charts and graphs


Information flows smoothly  with critical analysis and excellent development of ideas 

Information flows reasonably well with some level of analysis and development 

Information flows fairly but with limited development and critical thinking

Information is disjointed with no analysis and poor, no or irrelevant reflection

Style and Grammar: Follows APA writing style and basic rules of formal English grammar and written essay style. Paper  follows the guidelines for written assignments


Well written with excellent communication and writing skills

Information is generally clear and reasonable development of ideas and competency demonstrated

Information flow is fairly developed with average competency demonstrated

Poorly developed with little understanding 

Total Marks Possible







Exemplary 90-100

Good 89-80

Fair 79-70

Poor 69 and Under

Rubrics for Class Presentations










Development of topic/ Dept of research









Use of Presentation Aids 



Diagrams, charts, tables etc.






Presentation Skills 






Eye contact






Posture/Appropriate dress



















The product shows strong evidence that the product was well researched and thought out. There is strong evidence of critical thinking and originality

The product shows evidence that the product was well researched and thought out. There is fair evidence of critical thinking and average originality

The product does not show evidence that the content was well researched and thought out. The product lacked critical thinking and originality.

2. Design/Creativity/Quality/Originality

The design was original and innovative, had superior craftmanship and demonstrated attention to detail, proper materials were used in the design of the product. 

Some originality shown however, students incorporated other product ideas to create the design.

Some craftsmanship and attention to detail were present. Proper materials were used in/ on most of the product. 

Clear absence of originality and creativity. Students disregarded detail and work was sloppy  and poor/improper materials were used on the majority of the design.


Exemplary 20-18

Good 17-15

Fair 14-12

Poor 11-0

Rubric for Product and Powerpoint Presentation 

Students’ Name/Group #____________________________

Assessor’s Name_____________________________ Date: ______________ Start time_______ End time_______

3.Presentation Skills/Sequence/Flow

  • Introduction with clearly stated objectives
  • Articulation and Development of ideas


Excellent introduction with clearly stated objectives and a logical and smooth flow of ideas, with a smooth conclusion


Good introduction with stated objectives, good flow of ideas and concepts and a good conclusion

Poor organization and failure to state objectives. Does not introduce ideas and evidence in a clear and logical manner. Presentation lacked smooth transition and ends abruptly without a conclusion

4. Time Management 


Excellent time management. Completed the presentation in the allocated time of 15 minutes with 5 minutes for questions and answers.


Average time management. Did not complete the presentation in the allocated 15 minutes with 5 minutes for questions and answers and exceeded the allocated time by 23 minutes.


Poor time management. Did not complete the presentation in the allocated 15 minutes with 5 minutes for questions and answers and exceeded the allocated time by 5 minutes plus.


5. Grammar and APA Citation

The presenter/s displays excellent written skills and had no written errors on slides and demonstrated exemplary APA knowledge with the correct/excellent word usage relevant to their discipline.


The presenter/s displays Average written skills and had 1-2 written errors on slides and demonstrated average APA knowledge and word usage relevant to their discipline.


The presenter/s displays poor written skills on slides and had more than 3 written errors on slides and demonstrated poor APA knowledge and word usage relevant to their discipline.







  • Unexcused absences will affect final grade
  • Assignments must be handed in by the stipulated date. Failure to do so will result in marks being deducted
  • Rules of attendance for this course are enforced in accordance with those outlined in the St. George’s University Student Manuel (9)

Course Policies:


Please note the due dates on all submissions. Every day that an assignment is late will result in 5 points being deducted per late day from the assignment score.

Academic Integrity

It is expected that all presentations, papers and coursework are the original work of the students, with proper credits given to the sources of all referenced material.

Course Outline




Week 1 

Introduction: Review of Course Syllabus and Expectations

Marketing: Creating and Capturing Customer Value

Question: Why is marketing important in creating and capturing customer value and how can it impact the bottom- line of a business?

  • Define marketing and outline the steps in the marketing process.
  • Explain the importance of understanding customers and the marketplace.
  • Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.

Chapter 1

Principles of Marketing






(Guest Speaker) Topic: The importance of marketing to one’s career.

Week 2













Company and Marketing Strategy: Partnering to Build Customer Relationships

Question: How can marketing work with its partners and implement strategies to create and deliver customer value?

  • Explain companywide strategic planning and its four steps.
  • Discuss how to design business portfolios and develop growth strategies.
  • Explain marketing’s role under strategic planning and how marketing works with its partners to create and deliver customer value.
  • Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it.
  • List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment.

Analyzing the Marketing Environment

Question: How can the internal and external forces present in the firm’s environment impacts its ability to serve its customers?

Chapter 2

 Group work

Essay Questions

 1. Briefly explain the various components of a marketing plan for a business or service giving one example of each component.  











Week 3


Analyzing the Marketing Environment

Question: How can the internal and external forces present in the firm’s environment impacts its ability to serve its customers?

  • Describe the environmental forces that affect the company’s ability to serve its customers. (Micro and Macro environment)
  • Discuss how companies can react to the marketing environment.

1st CLASS QUIZ (Chapters 1-3)

Chapter 3

Week 4



Managing Marketing Information to Gain Customer Insights

Question: Why is data gathering an important process for a firm to undertake as part of its strategic approach for gaining and retaining customers? 

  • Explain the importance of information in gaining insights about the marketplace and customers.
  • Define the marketing information system and discuss its parts.
  • Outline the steps in the marketing research process.
  • Explain how companies analyze and use marketing information.
  • Discuss the special issues some marketing researchers face, including public policy and ethics issues.

Chapter 4

Week 5





Consumer Markets and Consumer Buyer Behavior

Question: Why is it important for a company to understand the dynamics of both the individual and business buying behavior?

  • Define the consumer market and construct a simple model of consumer buyer behavior.
  • Name the four major factors that influence consumer buyer behavior.
  • List and define the major types of buying decision behavior and stages in the buyer decision process.
  • Describe the adoption and diffusion process for new products.

Chapter 5


Week  6


Business Markets and Business Buyer Behavior

  • Define the business market and explain how business markets differ from consumer markets.
  • Identify the major factors that influence business buyer behavior.
  • List and define the steps in the business buying decision process.
  • Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions

Chapter 6

Week 7






Customer-Driven Marketing Strategy: Creating Value for Target Customers 

Question: Why is it important for a company/entity to understand the concept of segmentation in relation to marketing?

  • Define the four major steps in designing a customer-driven marketing strategy: market segmentation, market targeting, differentiation, and positioning.
  • List and discuss the major bases for segmenting consumer and business markets.
  • Explain how companies identify attractive market segments and choose a market targeting strategy.
  • Discuss how companies differentiate and position their products for maximum competitive advantage. 2nd CLASS QUIZ (Chapters 4-6 or 7)

Chapter 7


Week 8


Midterms Exams


Week 9

Question: What is branding and why is knowledge of branding important to a business and why can that influence customers?

Products, Services, and Brands: Building Customer Value

  • Describe the decisions companies make regarding their individual products and services, product lines, and product mixes.
  • Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require.
  • Discuss branding strategy—the decisions companies make in building and managing their brands.
  • Question: Why is the process of new product development and life cycle important to a business?

    New Product Development and Product life Cycle Strategies

  • Explain how companies find and develop new-product ideas. 
  • List and define the steps in the new-product development process and the major considerations in managing this process.
  • Describe the stages of the product life cycle and how marketing strategies change during the product life cycle.
  • Discuss two additional product issues: socially responsible product decisions and international product and services marketing.

Chapters 8&9 








Week 10

Questions: How can pricing strategies impact the customer buying behavior?

Pricing: Understanding and Capturing Customer Value

  • Explain “what is price?” and discuss the importance of pricing in today’s fast changing environment.
  • Identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices.
  • Identify and define the other important external and internal factors affecting a firm’s pricing decisions. 

3rd. CLASS QUIZ (Chapters 8-11)

Chapter 10&11



Week 11 







Marketing Channels: Delivering Customer Value Questions: Why do companies use marketing channels to get good from one place to the next when they can order their good directly? 

  • Explain why companies use marketing channels and discuss the functions these channels perform
  • Discuss how channel members interact and how they organize to perform the work of the channel.
  • Identify the major channel alternatives open to a company.
  • Explain how companies select, motivate, and evaluate channel members.
  • Question: Discuss the nature and importance of marketing logistics and integrated supply chain management.

Retailing & Wholesaling 

  • Explain the role of retailers in the distribution channel and describe the major types of retailers.
  • Describe the major retailer marketing decisions.
  • Discuss the future of retailing.
  • Explain the major types of wholesalers and their marketing objectives.

Chapter 12&13


Chapter 12&13



Communicating Customer Value: Integrated Marketing Communications Strategy

Question: Why do firms implement the integrated marketing communication strategy when they can invest in capital and other goods and be successful?

Explain Advertising and Public Relations, Personal Selling and Sales Promotion

Discuss when a company can implement each strategy to reap maximum benefits

Chapters 14-16

Essay Q: Describe each of the elements in the marketing communications mix and explain when it is best for a company to use each one.

 (To be done by all Groups for grading deadline given by lecturer)





Week 14&15











Direct, Online, social media, and Mobile Marketing

Question: Are there any advantages in using on-line marketing to increase customer value and can it impact the firm’s profitability?

  • Direct marketing and its benefits to customers and companies
  • The major forms of direct marketing
  • How companies responded to the Internet and other powerful new technologies with online marketing strategies and how companies conduct online marketing to profitably deliver more value to customers

Creating a competitive Advantage

Question: How can a firm create a competitive advantage over another? Are there benefits in trying to achieve this?

  • Discuss the need to understand competitors as well as customers through competitor analysis.
  • Explain the fundamentals of competitive marketing strategies based on creating value for customers.
  • Illustrate the need for balancing customer and competitor orientations in becoming a truly market-centered organization.

FINAL QUIZ (Chapters to be included in quiz will be given by Lecturer)

Chapter 17 & 18&19









Week 15


The Global Marketplace

  • Discuss how the international trade system and economic, political-legal, and cultural environments affect a company’s international marketing decisions.
  • Describe three key approaches to entering international markets.
  • Explain how companies adapt their marketing strategies and mixes for international markets.
  • Identify the three major forms of international marketing organization.



Sustainable Marketing: Social Responsibility and Ethics

  • Define sustainable marketing and discuss its importance.
  • Describe the principles of socially responsible marketing and the role of ethics


Week 16 

Project Presentations- (Final Exam Week)


School of Arts and Sciences Master Syllabi — Info for All Sections

Plagiarism Policy

Academic Integrity

The St. George’s University Student Manual (2019/2020) states as follows:

Plagiarism is regarded as a cardinal offense in academia because it constitutes theft of the work of someone else, which is then purported as the original work of the plagiarist. Plagiarism draws into disrepute the credibility of the Institution, its faculty, and students; therefore, it is not tolerated” (p. 48).

Plagiarism also includes the unintentional copying or false accreditation of work, so double check your assignments BEFORE you hand them in.

Be sure to do good, honest work, credit your sources and reference accordingly and adhere to the University’s Honor Code. Plagiarism and cheating will be dealt with very seriously following the university’s policies on Plagiarism as outlined in the Student Manual.

Your work may be subject to submission to plagiarism detection software, submission to this system means that your work automatically becomes part of that database and can be compared with the work of your classmates.

Attendance Requirement

The St. George’s University Student Manual (2019/2020) states as follows:

Students are expected to attend all classes and or clinical rotations for which they have registered. Although attendance may not be recorded at every academic activity, attendance may be taken randomly. Students’ absence may adversely affect their academic status as specified in the grading policy. If absence from individual classes, examinations, and activities, or from the University itself is anticipated, or occurs spontaneously due to illness or other extenuating circumstances, proper notification procedures must be followed. A particular course may define additional policies regarding specific attendance or participation” (p. 9).

Examination Attendance

The St. George’s University Student Manual (2019/2020) states as follows:

All matriculated students are expected to attend all assigned academic activities for each course currently registered. Medical excuses will be based on self-reporting by students. Students who feel they are too sick to take an examination or other required activity on a specific day must submit the online SAS medical excuse, which is available on Carenage. Students are only allowed two such excuses a year. Upon consultation with the Director of University Health Service, the third excuse will result in a mandatory medical leave of absence. The policies regarding make-up examinations are at the option of the Course Director” (p.46).

For additional specific examination policies and procedures, refer to the St. George’s University Student Manual (2019/2020), pages 31 through 37.

Student Accessibility and Accommodation Services Policy

The St. George’s University Student Manual (2019/2020) states as follows:

A student with a disability or disabling condition that affects one or more major life activities, who would like to request an accommodation, must submit a completed application form and supporting documentation to the Student Accessibility and Accommodation Services (SAAS) located in the Dean of Students Office. It is highly recommended that students applying for accommodations do so at least one month before classes begin to allow for a more efficient and timely consideration of the request. If a fully completed application is not submitted in a timely fashion, an eligibility determination may not be made, and accommodations, where applicable, may not be granted prior to the commencement of classes and/or examinations” (p. 8).


It is the responsibility of the student to read and understand the policies, laws, rules and procedures that while they could affect your grade for a course, have not been specifically outlined in the course syllabus. These are contained in the St. George’s University Student Manual.