Principles and Practices of Marketing notes – KNEC Diploma

PRINCIPLES AND PRACTICES OF MARKETING

This unit or subject is examined by KNEC on those taking the following courses:

• Diploma in Supply Chain Management -Module II
• Diploma in Human Resource Management – Module II

The topics that need to be covered as required by KNEC in this unit/subject are as follows:
Introduction
This module unit is intended to equip the trainee with knowledge, skills and attitudes that will enable him/her apply the principles and practice of sales and marketing in business.
General Objectives
By the end of the module unit, the trainee should be able to:

• Appreciate the role of sales and marketing in business organisations
• Apply the principles, concepts and marketing tools in performing supply management activities
• Identify the factors that influence consumer behaviour in business supply activities
• Co-ordinate the elements of the marketing mix in the marketing process
• Explain the concept of frontline role in customer service provision

Module Unit Summary
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Topic 1: Nature and Scope of Sales and Marketing

• Meaning of marketing
• The marketing process
• Goals of marketing
• Marketing philosophies
• Historical development of marketing
• Role of marketing in economic development

Topic 2: Marketing Environment

• Meaning of marketing environment
• Micro-environmental factors
• Macro-environmental factors
• Effects of environmental factors on marketing

Topic 3: Market Segmentation and Targeting

• Meaning of market segmentation and targeting
• Importance of market
• segmentation and targeting
• Basis of market segmentation
• Process of market segmentation and targeting
• Benefits of market segmentation and targeting
• Limitations of market segmentation and targeting

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Topic 4: Consumer Behaviour

• Meaning of consumer market and organisational market
• Importance of studying consumer behaviour
• Factors influencing consumer and organisational buying behaviour
• Buying decision making process for consumer and organisational markets
• Role players in the buying decision process for consumer and organisation markets

Topic 5: Marketing Mix

1. Definition of marketing mix
2. Elements of the marketing mix
3. Importance of the marketing mix elements
4. Factors affecting the marketing mix elements

Topic 6: Product

• Meaning of a product/service
• Classification of products
• Product decisions
• New product development process
• Product adoption process
• Product life cycles (PLC)

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Topic 7: Price

• Meaning of price
• Importance of price
• Pricing objectives
• Methods used in pricing products
• Factors affecting pricing

Topic 8: Place/Distribution

• Meaning of place
• Importance of place/distribution
• Channels of distribution
• Functions performed by distribution channels members
• Role of information communication technology (ICT) in distribution

Topic 9: Promotion

• Meaning of promotion
• Importance of promotion
• Promotion elements

Topic 10: Customer Care

• Meaning of customer care
• Role of customer care
• Areas of customer care services
• Sources of customer complaints

Topic 11: Emerging trends and issues in marketing

• Emerging trends and issues in marketing
• Challenges posed by the emerging trends and issues in marketing
• Ways of coping with the challenges posed by emerging trends and issues in marketing