Marketing and Public Relations – KASNEB Syllabus



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.


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


Introduction to marketing

  • Definition of marketing
  • Importance of marketing
  • Core concepts of marketing
  • Marketing philosophies
  • Elements of marketing
  • Marketing environment

Marketing segmentation targeting and positioning strategies

  • Purpose of segmentation
  • Types of segmentation
  • Targeting strategies
  • Positioning strategies

Marketing mix Product

  • Product classifications
  • Levels of products
  • New products development
  • Product life cycle


  • Pricing objectives
  • Pricing methods
  • Pricing strategies
  • Buyer and competitors reactions


  • Types of marketing channels
  • Physical distribution
  • Functions of marketing
  • Marketing channels decision
  • Channel management


  • Promotion objective
  • Elements of promotion mix.
  • Development promotion
  • Integrated marketing

Marketing ethics

  • Social responsibility and marketing tool
  • Legal framework in marketing ethics
  • Ethical issues in marketing

Introduction to public relations

  • Meaning of public relations
  • History of public relations
  • Definition of publics (internal and external)
  • Role of publics relations in an organisation
  • Tools of public relations
  • Advantages of public relations
  • Distinction between public relations and marketing

Public relations tools

  • Definition of public relation tool
  • Objectives of employee communication
  • Communication crisis management
  • Surveys
  • Sponsorships
  • Press releases
  • Print media

Public relations skills

  • Writing
  • Designing
  • Negotiation
  • Photography
  • Video recording

Managing employee relations

  • Internal public tools
  • Objectives of employee communication
  • Dealing with employee communication crisis

Public relations planning

  • Definition of public relations planning
  • Objective of public relations planning
  • Situational analysis and research
  • Objective public relations
  • Strategic perspectives public relations
  • Financial and investor relations
  • Charging and budgeting in public relations budget

Public relations consultancy

  • Introduction to public relations consultancy
  • Types of consultancy
  • Services offered by consultancies public relations consultancies

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

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

Ethics and corporate social investment

  • Introduction of ethics
  • The roles of ethics in public relations
  • Why ethics is becoming more important to public relations
  • Conduct of public relations
  • Ethical implications: short and long term
  • Environment responsibilities
  • Ethics in soliciting for clients and

Emerging issues and trends

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