KASNEB CAMS – Principles of Marketing and Communication – KASNEB CPA| ATD| CS| CCP| CIFA| CFFE| notes

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

KASNEB CAMS – Principles of Marketing and Communication

PRINCIPLES OF MARKETING AND COMMUNICATION