Marketing and Customer Relations – KASNEB DCM Syllabus



This paper is intended to equip the candidate with knowledge, skills and attitudes that will enable him/her to apply the principles of marketing and customer relations in credit management.


A candidate who passes this paper should be able to:

  • Apply marketing principles in credit management
  • Prepare and implement simple marketing plans
  • Link marketing and sales plans to credit policy
  • Interpret consumer


Introduction to marketing

  • Marketing process
  • Importance of marketing
  • Basic process
  • Roles of marketing

Marketing plan

  • Importance of a marketing plan
  • Uses of a marketing plan
  • Marketing plan process

Market segmentation

  • Meaning of market segmentation
  • Importance of market segmentation
  • Market segmentation process
  • Target marketing
  • Market positioning

Marketing mix

  • Product
  • Price
  • Place
  • Promotion decisions
  • People
  • Process
  • Emerging marketing mix

Consumer and buyer behaviour

  • Meaning of consumer and buyer behaviour
  • Consumer buying roles
  • Consumer buying decision process
  • Types of buying decision behaviour
  • Business buyer behaviour
  • Buyer decision process for new product
  • Institution buying behaviour
  • Influences on organization buying behaviour

Sales plan function

  • Formulation of a sales plan
  • Recruitment and selection of a sales team
  • Management of a sales team
  • Importance of an effective sales team
  • Selling process

Modern marketing

  • Meaning of marketing information
  • Internal records
  • Marketing intelligence
  • Analysing the macro environment
  • Marketing information system
  • Source of market information

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

Customer relationship strategy

  • Developing a relationship strategy
  • Partnering with customers, decision makers, company support staff and management staff
  • 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
  • Conversational strategies that enhance relationships
  • Strategies for self-improvement

Current issues in marketing

  • Internet marketing
  • Global marketing
  • Social, ethical and legal issues in marketing
  • Ethical concerns for sales staff
  • Social responsibility of business
  • Sustainability marketing
  • Consumer rights and protection

Emerging marketing trends

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