(1).

Knowledge, skills, concepts needed to practice marketing as a career.

(2).

Ability to set up and manage a market outlet.

(3).

Understanding of the roles of marketing in the economy

(d) Functions of marketing.

2

Marketing Concepts

(a)

Meaning;

(b) Various marketing concepts (production, product, selling,

marketing and societal marketing).

3

Marketing Mix and

(a) Meaning;

Marketing

(b)  Elements (4 Ps);

Environment

(c)i Explain Marketing Environment

(c)ii Factors affecting marketing environment:

-

political;

-

cultural;

-

religious;

-

economic;

-

technological;

-

social.

4.

Products

(a)

Meaning;

(b) Classification (Industrial goods, consumer goods,

services, primary and secondary products and mineral

products-oil and non oil;

(c) Distinctions between classes of products.

(d) Product Design*

5.

Markets

(a) Meaning;

(b) Classification:

-

Consumer;

-   Organization (industrial, reseller and government)

6.

Consumer and

(a) Meaning;

Organizational

Behaviour

(b)

Influencing factors;

(c)  Decision process in logical order

7.

Marketing Planning

(a)i Meaning, process and importance;

and Research

ii Elements of marketing planning;

iii Information required for marketing planning

(b) Reasons for marketing planning and research.

(c) Utilization of feedback

8

Pricing

(a) Meaning;

(b)i Strategies (haggling, cost-plus, demand and

competition);

ii Application of strategies*

(c) Price determinants.

9

Advertising

(a)

Definition;

(b)

Functions;

(c) Media - meaning, types, advantages and disadvantages.

(d) Production of sample adverts*

10

Sales Promotion

(a) Meaning and Functions;

(b) Forms - price-off, coupons, salesmen competition,

loyalty schemes, premium offers, trade-in-allowance,

sampling, training schemes, and merchandising incentives.

11

Merchandising

(a) Meaning;

(b)  Elements (packaging, branding and labeling)

(C)

Influencing factors;

(d)

Functions.

12

Distribution

(a)

Definition;

(b)  Channels of distribution (definition and types)

(c)

Factors influencing choice of distribution channels

(d)  Functions of channel members.

13

Transportation

(a)

Meaning, mode, choice and importance;

(b) Documents used in transportation;

(c)

Factors affecting choice of transportation

14

Warehousing

(a) Meaning, types and functions.

(b) Activities in the warehouse

15

Market Unions and

(a)

Market Unions (Meaning and types)

Facilitators

(b)

Roles of Market Unions in local markets;

(c)  Market Facilitators – meaning, types and roles.

16

International

(a) Meaning, importance/reasons and methods of engaging in

Marketing

international marketing,

(b)

Influencing factors;

(c) Guiding rules and regulations;

17

ICT in Marketing

(a) E-Marketing (electronic marketing) – meaning,

,importance, uses, ethics and abuses.

18

Entrepreneurship in

(a)

Meaning of entrepreneurship and entrepreneur;

Marketing

(b)

Sources of funds;

(c)  Factors affecting location of a market outlet;

(d)  Management of market outlets – purchase and supply of

goods and services;

(e)  Selling and bargaining skills;

*Emphasis should be on practical