PAPER NO. 9 MARKETING AND PUBLIC RELATIONS
GENERAL OBJECTIVE
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.
LEARNING OUTCOMES
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
CONTENT
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
- Pricing objectives
- Pricing methods
- Pricing strategies
- Buyer and competitors reactions
Place
- Types of marketing channels
- Physical distribution
- Functions of marketing
- Marketing channels decision
- Channel management
Promotion
- 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