This paper is intended to equip the candidate with the knowledge, skills and attitudes that will enable him/her to apply the principles of marketing and public relations in credit management.
9.0 LEARNING OUTCOMES
A candidate who passes this paper should e able to:
Demonstrate marketing principles in public relations
Analyse the relationship between marketing and credit management
Apply marketing skills to generate sales
Apply marketing and public relations principles
Demonstrate ethical codes and legal principles in marketing and public relations
CONTENT
9.1 Introduction to marketing
– Definition of marketing
– Importance of marketing
– Core concepts of marketing
– Marketing philosophies
– Elements of marketing
– Marketing environment
9.2 Marketing segmentation targeting and positioning strategies
– Purpose of segmentation
– Types of segmentation
– Targeting strategies
– Positioning strategies
9.3 Marketing mix
Product
– Product classifications
– Levels of products
– New products development
– Product life cycle
Pricing
– Pricing objectives
– Pricing methods
– Pricing strategies
– Buyer and competitors reactions Place
– Types of marketing channels
– Physical distribution
– Functions of marketing
– Marketing channels decision
– Channel management
Promotion
– Promotion objective
– Elements of promotion mix
– Development promotion strategies
– Integrated marketing communication.
9.4 Marketing ethics
– Social responsibility and marketing tool
– Legal framework in marketing ethics
– Ethical issues in marketing
9.5 Introduction to public relations
– Meaning of public relations
– History of public relations
– Definition of public (internal and external)
– Role of publics relations in an organisation
– Tools of public relations
– Advantages of public relations
– Distinction between public relations and marketing
9.6 Public relations tools
– Definition of public relation tool
– Objectives of employee communication
– Communication crisis management
– Surveys
– Sponsorships
– Press releases
– Print media
9.7 Public relations skills
– Writing
– Designing
– Negotiation
– Photography
– Video recording
9.8 Managing employee relations
– Internal public tools
– Objectives of employee communication
– Dealing with employee communication crisis
9.9 Public relations planning
– Definition of public relations planning
– Objective of public relations planning
– Situational analysis and research
– Objective of public relations
– Strategic perspectives in public relations
– Financial and investor relations
– Charging and budgeting in public relations budget
9.10 Public relations consultancy
– Introduction to public relations consultancy
– Types of consultancy
– Services offered by consultancies public relations consultancies
9.11 Media and public relations
– Meaning and role of media relations
– Creating good media relations
– Psychological perspectives on corporate advertising
– Writing a press release
– Media interview
9.12 Legal framework of public relations
– Meaning of legal framework in public relations practice
– Role of public relations practice
– Professional bodies in public relations practice
– Government activities and lobbying from public relations perspective
9.13 Ethics and corporate social investment
– Introduction of ethics
– The roles of ethics in public relations
– Why ethics is becoming more important in public relations
– Conduct of public relations
– Ethical implications: short and long term
– Environment responsibilities
– Ethics in soliciting for clients and advertising.
9.14 Emerging issues and trends
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marketing and public relations
