KNEC SYLLABUS MARKETING MANAGEMENT
Introduction
This module unit is intended to equip trainees with knowledge, skills and attitudes that will enable him carry out marketing activities in an organization effectively
General objectives
- At the end of this module unit, the trainee should be able to:
- Recognize the importance of marketing management in the achievement of organizational objectives
- Apply the principles of marketing in marketing decisions
- Formulate marketing strategies for an organization for the achievement of marketing objectives
- Apply marketing management in its context of both internal and external environment
| TOPIC | SUB-TOPIC | THEORY | PRACTICE | TOTAL HOURS |
| INTRODUCTION TO MARKETING MANAGEMENT | Meaning of marketing management Marketing concepts Importance of customer relationships and satisfaction in the organization Role of marketing in society Task performed by marketing managers The 8 ps of marketing |
4 | 3 | 7 |
| MARKETING ENVIRONMENT | Meaning of marketing environment
Component of marketing environment Effects of the environmental factors to the marketing activities of an organization |
10 | 5 | 15 |
| CONSUMER AND ORGANIZATIONAL BUYER BEHAVIOUR | Meaning of consumer markets and organizational markets
Importance of studying consumer and organizational buying behavior Decision making process for consumer and organizational markets for new products Types of buying decisions for consumers and organizational markets Role players in decision making
|
10 | 5 | 15 |
| MARKET SEGMENTATION TARGETING AND POSITIONING | Meaning of segmentation targeting and positioning
Bases of segmenting markets Requirements for effective segmentation strategies Market targeting strategies Product positioning strategies
|
10 | 5 | 15 |
| PRODUCT DECISION | Meaning of product
New product development process Levels of a product Product decision Marketing strategies for adoption process, product life cycle and adopter process Causes of a new product failure
|
10 | 10 | 20 |
| PRODUCT DECISIONS | Meaning of price
Price strategies Factors affecting price decisions Steps involved in the pricing process Reaction to price changes |
10 | 10 | 20 |
| DISTRIBUTION DECISION | Meaning of distribution Types of intermediaries Functions of intermediaries Role of retailing and wholesaling Importance of channel integration and market systems Causes of conflict and reasons for cooperation and competition Importance of marketing strategies
|
10 | 10 | 20 |
| PROMOTIONAL DECISIONS | Meaning of promotion mix
Elements of promotion mix
|
10 | 5 | 15 |
| SERVICE MARKETING | Meaning of services
Characteristics of services Elements of services mix Marketing strategies used by services firms Ways of managing services quality Ways of developing brand strategies for services Product support services management
|
10 | 5 | 15 |
| EMERGING TRENDS AND ISSUES IN MARKETING MANAGEMENT | Emerging trends and issues in marketing management Challenges posed by the trends and issues in marketing management Ways of coping with the challenges posed by the trends and issues in the marketing management
|
4 | 4 | 8 |
COURSE SYLLUBUS MARKETING INFORMATION RESEARCH
Introduction
This module unit is intended to expose the trainee to the practical experiences in project planning and execution. The trainee is therefore expected to plan, gather, review and present project materials and information in accordance with given specialization
General objectives
- By the end of the module unit, the trainee should be able:
- Carry out a given research project
- Carry out data collection for different types of projects
- Carry out research and compile reports
- Analyze and interpret project data and make conclusions based on the subject matter
| TOPIC | SUB-TOPIC | T | P | TOTAL HOURS |
| MARKETING RESEARCH | Marketing research Role of marketing research in sales and marketing Types of marketing |
4 | 4 | 8 |
| PROBLEM IDENTIFICATION AND FORMULATION | Meaning of market research problem
Identification of marketing research problem Qualities of a good marketing research problem Formulation of a marketing research problem |
10 | 6 | 16 |
| RESEARCH DESIGN | Meaning of research design
Research population Sampling methods The sampling process Data collection instruments Data collection methods |
6 | 10 | 16 |
| MARKETING RESEARCH PROPOSAL | Meaning of research proposal
Steps in preparation of a research proposal |
4 | 8 | 12 |
| DATA COLLECTION | Meaning of data collection
Data collection process Handling data collection tools Role of research assistants in data collection |
4 | 10 | 14 |
| DATA ANALYSIS INTERPRETATION AND CONCLUSION | Meaning of data analysis Steps in data analysis Data analysis techniques Techniques of drawing conclusion |
10 | 4 | 14 |
| REPORT WRITING AND PRESENTATION | Types of reports
Qualities of a good research report Components of research report Format of report presentation Writing market research report
|
6 | 10 | 14 |
| SELECTED APPLICATION OF MARKETING RESEARCH | Role of research in market segmentation
Research aspects in marketing mix |
2 | 2 | 4 |
| EMERGING TRENDS AND ISSUES IN MARKETING RESEARCH | Emerging trends and issues in marketing research
Challenges posed by the emerging trends and issues Coping with challenges posed by emerging trends and issues |
2 | 2 | 4 |
COMMERCIAL AND ADMINISTARTIVE LAW
Introduction
This module unit is intended to equip trainees with knowledge, skills and attitudes that will enable him apply commercial and administrative law in an organization
General objectives
- At the end of this module unit, the trainee should be able to:
- Apply commercial law in business management
- Recognize the importance of commercial law in an organization
- Apply the relevant legal provisions of commercial law in business management
| INTRODUCTION SALE OF GOODS | Meaning of the sale of goods agreement
Warranties and conditions in sale of goods agreement Types of contract under the sale of goods agreement Rights and duties of parties in a sale of goods agreement Transfer of goods Terms of trade Ways through which a contract of sale can be terminated |
2 |
| LAW OF PARTNERSHIP | Nature of partnership Types of partnership Rights and liabilities of partners Dissolution of partnership |
2 |
| CONTRACT OF INSUARANCE | Meaning of contract of insurance
Parties of to a contract of insurance Terms of a contract of insurance Principles of insurance Types of insurance contracts Remedies available for the breach of contact
|
4 |
| CONTRACT OF GUARANTEE | Meaning of guarantee
Rights and liabilities of parties Discharge of contract |
4 |
| CONTRACT OF BAILMENT | Meaning of bankruptcy
Parties to a contract of bailment Rights and liabilities of parties in a contract of bailment Factors which contribute to the discharge of a contract of bailment |
6 |
| LAW OF BANKRUPTCY | Meaning of bankruptcy Procedure in bankruptcy procedures Rights and disqualification of a bankrupt |
2 |
| LAW OF CARRIAGE OF GOODS | Meaning of carriage of goods
Types of carriers Modes of carriage Implied terms and conditions Documents used in carriage of goods Rights and liabilities of parties Remedies available to parties in the breach of a contract of carriage of goods |
8 |
| COMMERCIAL ARBITRATION | Meaning of commercial arbitration
Importance of commercial arbitration Awards given in arbitration |
|
| NEGOTIABLE INSTRUMENTS | Meaning of types of negotiable instruments
Types of negotiable instruments Rules applicable in the acceptance of negotiable instruments Discharge instruments
|
|
| COMPANY LAW | Meaning of a company Types of companies procedure of forming and incorporating a company Functions of companies Types of shareholders in a company Procedures of winding up a company |
|
| THE ADMINISTARTIVE LAW | Nature of administration law
Types of administrative law Functions of administrative law
|
6 |
| THE STRUCTURE OF GOVERNMENT | Meaning of central government
Types of governments Meaning of tribunals Meaning of inquiries |
6 |
| JUDICIAL ADMINISTATIVE ACTION | Meaning of judicial administrative action
Types of judicial administrative actions Functions of judicial administrative action |
6 |
| NATURAL JUSTICE | Meaning of natural justice
Types of natural justice Situations when natural justice is applicable
|
6 |
| DELEGETED LEGISLATION | Meaning of delegated legislation Types of delegated legislation Functions of delegated legislation |
6 |
| EMERGING TRENDS AND ISSUES IN COMMERCIAL ADMINISTRATION | Emerging trends and issues in commercial administrative law
Effects of emerging trends and issues in commercial administrative law Ways of managing emerging issues and trends in commercial and commercial law |
4 |