PRINCIPLES OF MARKETING AND COMMUNICATION
Table of Contents
GENERALOBJECTIVE
This paper is intended to equip the candidate with the requisite knowledge, skills and attitudes to apply the principles of marketing, communication and public relations in practice.
7.0 LEARNING OUTCOMES
A candidate who passes this paper should be able to:
- Develop and implement simple marketing plans
- Communicate effectively in verbal and written forms
- Attract and retain customers in business
- Handle customer complaints
- Manage simple public relations issues
CONTENT
7.1 Introduction to marketing
- Marketing process
- Importance of marketing
- Roles of marketing
7.2 Marketing plan
- Importance of a marketing plan
- Uses of a marketing plan
- Marketing plan process
7.3 Market segmentation
- Meaning of market segmentation
- Importance of market segmentation
- Market segmentation process
- Target marketing
- Market positioning
7.4 Marketing mix
- Product
- Price
- Place
- Promotion decisions
- People
- Process
- Emerging marketing mix
7.5 Sales plan function
- Formulation of a sales plan
- Recruitment and selection of sales team
- Management of sales team
- Importance of an effective sales team
- Selling process
7.6 Contemporary Marketing
- Meaning of marketing information
- Internal records
- Marketing intelligence
- Analysing the macro environment
- Marketing information system
- Source of market information
7.7 Digital marketing overview
- Introduction to digital marketing
- Digital marketing concepts
- Digital marketing channels:
- Social media marketing (SMM)
- E-mail marketing and internet marketing
- Search engine optimisation (SEO)
- Display advertising
- Affiliate marketing
- Mobile marketing
- Multi-channel advertising
7.8 Introduction to communication
- Foundations of business communication
- Importance of communication
- The communication process
- Methods of communication
- Objectives of business communication
- Internal and external communication
- Communication systems and networks
- Principles of effective communication
- Channels of communication
- Barriers to business communication
7.9 Written communication
- Essentials of effective written communication
- Business correspondence
- Reports
- Memorandums
- Forms and questionnaire design
- Circulars and newsletters
- Notices and advertisements
- Publicity materials
- Press releases
- Graphic communication
7.10 Oral and non-verbal communication
- Oral communication in business
- Types of oral communication
- Effective listening
- Interview techniques
- Oral presentation skills
- Committees and conferences
- Preparing speeches
- Non-verbal communication
- Recognising and responding to non-verbal messages
- Interpersonal relationships
7.11 Contemporary communication techniques
- Teleconferencing
- Video conferencing
- Mobile phone communication
- Electronic postal services
- Online business communication
- E-Mails
- VOIP
- Social media
- VPNs
7.12 Meetings
- Meaning of a meeting
- Types of meetings
- Role of Chairman and Secretary
- Maintaining order at meetings
- Recording of proceedings at meetings
- Use of information communication technology in meetings
7.13 Introduction to customer relations management
- Meaning of customer relations
- Types of customer relations
- Importance of customer relations
- Managing customer perception
- Customer survey
- Do’s and don’ts in customer relations
- Effective listening
- Effective use of telephone
- Customer care training
- Handling complaints
- Self-image as a dimension of relationship strategy
- Verbal and non-verbal strategies that add value to relationships
- Effect of appearance, voice, manners on relationships
7.14 Introduction to public relations
- Definition of public relations
- Distinction of public relations from marketing
- Roles and importance of public relations
- Steps to successful public relations
- Public relations skills and techniques; surveys, sponsorships, press, print media
- Role of Service Charters
- Role of corporate social investment in public relations
- Role of ICT in public relations
- Ethics in public relations
- Crisis management
7.15 Emerging issues and trends
Download CAMS Past Examination Papers
Pages
- Advanced Auditing and Assurance notes – Revised and Updated Syllabus
- Advanced Financial Management notes – Revised and Updated Syllabus
- Advanced Financial Management Revision Kit
- Advanced Financial Reporting and Analysis Revision Kit
- Advanced Financial Reporting notes – Revised and Updated Syllabus
- Advanced Management Accounting notes – Revised and Updated Syllabus
- Advanced Management Accounting Revision Kit
- Advanced Public Finance and Taxation notes – Revised and Updated Syllabus
- Advanced Public Finance: External Resource Financing
- Advanced Taxation Revision Kit
- APS-K
- ATD
- Auditing and Assurance notes – Revised and Updated Syllabus
- Auditing and Assurance Revision Kit
- Auditing notes – Revised and Updated Syllabus
- Book keeping and management of donor funds
- Business and Data Analytics KASNEB CPA Videos
- Business Law notes
- Business Law notes – Revised and Updated Syllabus
- Business Law Revision Kit
- Business Law/Commercial law Past Exam Questions and Answers
- Business Mathematics and Statistics notes – Revised and Updated Syllabus
- CAMS
- CAMS Past Examination Papers
- CCP
- CCP Past Examination Papers
- Certified Forensic Fraud Examiner (CFFE) Past Papers with Answers
- Certified Public Accountants (CPA) Questions and Answers
- CICT
- CICT Past Examination Papers
- CIFA
- CIFA new syllabus
- Collection of CAMS Past Examination Papers
- Company law notes
- Company Law notes – Revised and Updated Syllabus
- Company Law Revision Kit
- CPA
- CPA KASNEB Past Papers November 2018 Examination Papers
- CPA Past Papers May 2018 KASNEB Exams
- CPSP-K
- CS new Syllabus 2021
- CS notes
- CS Revision Kits
- DCM
- DCM Past Examination Papers
- Development partners and contractual agreements
- DICT
- DICT Past Examination Papers
- DIPLOMA IN BUSINESS MANAGEMENT (KNEC)
- DIPLOMA IN HUMAN RESOURCE MANAGEMENT (KNEC)
- DIPLOMA IN SALES & MARKETING (KNEC)
- Download KASNEB notes revision kits Past Papers CPA ATD
- Economics notes – Revised and Updated Syllabus
- Economics Revision Kit
- Entrepreneurship and Communication notes
- Entrepreneurship and Communication notes – Revised and Updated Syllabus
- Entrepreneurship and Communication notes – Revised and Updated Syllabus
- Entrepreneurship and Communication Revision Kit
- Establishment of External Resource Department in the National Treasury
- EXEMPTIONS FOR HOLDERS OF DIPLOMA QUALIFICATIONS OFFERED BY THE KENYA NATIONAL EXAMINATIONS COUNCIL (KNEC), KENYA INSTITUTE OF MANAGEMENT (KIM) AND KENYA SCHOOL OF LAW (KSL)
- Financial Accounting Examination Question Paper – November 2019 KASNEB
- Financial Accounting notes – Revised and Updated syllabus
- Financial Accounting – II -notes – Revised and Updated
- Financial Management notes – Revised and Updated Syllabus
- Financial Management Revision Kit
- Financial Reporting notes
- Financial Reporting notes – Revised and Updated syllabus
- Financial Reporting Revision and Analysis Kit
- Fundamentals of Finance notes – Revised and Updated notes
- Fundamentals of Management Accounting notes – Revised and Updated Syllabus
- How to pay your Fees to KASNEB for Registration, examination, Exemption and Remarking
- Information Communication Technology (ICT) Revision Kit
- Information Communication Technology notes – Revised and Updated Syllabus
- Introduction to Financial Accounting notes- Revised and Updated Syllabus
- KASNEB CAMS – Elements of Public Finance and Administration
- KASNEB CAMS – Foundations of Accounting and Auditing
- KASNEB CAMS – Fundamental ICT skills
- KASNEB CAMS – Fundamentals of Business Mathematics
- KASNEB CAMS – Introduction to law and ethics
- KASNEB CAMS – Principles of Marketing and Communication
- KASNEB CAMS-Principles of Entrepreneurship and Management
- KASNEB CPA and ATD Results
- KASNEB CPA and ATD Results November 2020 examination booking
- KASNEB CPA new Revised Syllabus notes
- KASNEB CPA Revision kits
- KASNEB Examinations Notice – November 2019 Examinations
- KASNEB May 2019 CPA Past Papers
- KASNEB REVISED STRUCTURE
- kasneb student fee Bank collection accounts
- KNEC
- List of Colleges Accredited to offer KASNEB courses as at 2018
- Management Accounting notes – Revised and Updated Syllabus
- Management Accounting Revision Kit
- Management Information Systems notes – Revised and Updated Syllabus
- Management Informational Systems Revision Kit
- Monitoring of public projects through clients connections and EPROMIS
- New KASNEB Examination fee structure
- November 2019 CPA Past Examination Question Papers
- PAST PAPERS
- Principles of Business Law notes – Revised and Updated Syllabus
- Principles of Economics notes – Revised and Updated Syllabus
- Principles of Management notes – Revised and Updated Syllabus
- Principles of Public Finance and Taxation notes – Revised and Updated Syllabus
- Public Finance and Taxation notes – Revised and Updated Syllabus
- Public Finance and Taxation Revision Kit
- Quantitative Analysis notes – Revised and Updated Syllabus
- Quantitative Analysis Revision Kit
- Regulation of grants administration
- Role played by External Resource Department in raising of external finances
- SomeaKenya Desktop and Mobile App
- Strategy, Governance and Ethics notes – Revised and Updated Syllabus
- Summarised Structure Of Kasneb Qualifications Under The Approved Competence Framework
- SYLLABUS
- ThemeNcode PDF Viewer SC [Do not Delete]
- ThemeNcode PDF Viewer [Do not Delete]
I want introduction law and ethics notes