KNEC SYLLABUS MARKETING MANAGEMENT

KNEC SYLLABUS MARKETING MANAGEMENT

Introduction

This module unit is intended to equip trainees with knowledge, skills and attitudes that will enable him carry out marketing activities in an organization effectively

General objectives

  1. At the end of this module unit, the trainee should be able to:
  2. Recognize the importance of marketing management in the achievement of organizational objectives
  3. Apply the principles of marketing in marketing decisions
  4. Formulate marketing strategies for an organization for the achievement of marketing objectives
  5. Apply marketing management in its context of both internal and external environment
TOPIC SUB-TOPIC THEORY PRACTICE TOTAL HOURS
INTRODUCTION TO MARKETING MANAGEMENT Meaning of marketing management

Marketing concepts

Importance of customer relationships and satisfaction in the organization

Role of marketing in society

Task performed by marketing managers

The 8 ps of marketing

4 3 7
MARKETING ENVIRONMENT Meaning of marketing environment

Component of marketing environment

Effects of the environmental factors to the marketing activities of an organization

10 5 15
CONSUMER AND ORGANIZATIONAL BUYER BEHAVIOUR Meaning of consumer markets and organizational markets

Importance of studying consumer and organizational buying behavior

Decision making process for consumer and organizational markets for new products

Types of buying decisions for consumers and organizational markets

Role players in decision making

 

 

10 5 15
MARKET SEGMENTATION TARGETING AND POSITIONING Meaning of segmentation targeting and positioning

Bases of segmenting markets

Requirements for effective segmentation strategies

Market targeting strategies

Product positioning strategies

 

 

10 5 15
PRODUCT DECISION Meaning of product

New product development process

Levels of a product

Product decision

Marketing strategies for adoption process, product life cycle and adopter process

Causes of a new product failure

 

10 10 20
PRODUCT DECISIONS Meaning of price

Price strategies

Factors affecting price decisions

Steps involved in the pricing process

Reaction to price changes

10 10 20
DISTRIBUTION DECISION Meaning of distribution

Types of intermediaries

Functions of intermediaries

Role of retailing and wholesaling

Importance of channel integration and market systems

Causes of conflict and reasons for cooperation and competition

Importance of marketing strategies

 

10 10 20
PROMOTIONAL DECISIONS Meaning of promotion mix

Elements of promotion mix

 

10 5 15
SERVICE MARKETING Meaning of services

Characteristics of services

Elements of services mix

Marketing strategies used by services firms

Ways of managing services quality

Ways of developing brand strategies for services

Product support services management

 

10 5 15
EMERGING TRENDS AND ISSUES IN MARKETING MANAGEMENT Emerging trends and issues in marketing management

Challenges posed by the trends and issues in marketing management

Ways of coping with the challenges posed by the trends and issues in the marketing management

 

4 4 8

 

COURSE SYLLUBUS MARKETING INFORMATION RESEARCH

Introduction

This module unit is intended to expose the trainee to the practical experiences in project planning and execution. The trainee is therefore expected to plan, gather, review and present project materials and information in accordance with given specialization

General objectives

  1. By the end of the module unit, the trainee should be able:
  2. Carry out a given research project
  3. Carry out data collection for different types of projects
  4. Carry out research and compile reports
  5. Analyze and interpret project data and make conclusions based on the subject matter
TOPIC SUB-TOPIC T P TOTAL HOURS
MARKETING RESEARCH Marketing research

Role of marketing research in sales and marketing

Types of marketing

4 4 8
PROBLEM IDENTIFICATION AND FORMULATION Meaning of market research problem

Identification of marketing research problem

Qualities of a good marketing research problem

Formulation of a marketing research problem

10 6 16
RESEARCH DESIGN Meaning of research design

Research population

Sampling methods

The sampling process

Data collection instruments

Data collection methods

6 10 16
MARKETING RESEARCH PROPOSAL Meaning of research proposal

Steps in preparation of a research proposal

4 8 12
DATA COLLECTION Meaning of data collection

Data collection process

Handling data collection tools

Role of research assistants in data collection

4 10 14
DATA ANALYSIS INTERPRETATION AND CONCLUSION Meaning of data analysis

Steps in data analysis

Data analysis techniques

Techniques of drawing conclusion

10 4 14
REPORT WRITING AND PRESENTATION Types of reports

Qualities of a good research report

Components of research report

Format of report presentation

Writing market research report

 

6 10 14
SELECTED APPLICATION OF MARKETING RESEARCH Role of research in market segmentation

Research aspects in marketing mix

2 2 4
EMERGING TRENDS AND ISSUES IN MARKETING RESEARCH Emerging trends and issues in marketing research

Challenges posed by the emerging trends and issues

Coping with challenges posed by emerging trends and issues

2 2 4

 

 

COMMERCIAL AND ADMINISTARTIVE LAW

Introduction

This module unit is intended to equip trainees with knowledge, skills and attitudes that will enable him apply commercial and administrative law in an organization

General objectives

  1. At the end of this module unit, the trainee should be able to:
  2. Apply commercial law in business management
  3. Recognize the importance of commercial law in an organization
  4. Apply the relevant legal provisions of commercial law in business management
INTRODUCTION  SALE OF GOODS Meaning of the sale of goods agreement

Warranties and conditions in sale of goods agreement

Types of contract under the sale of goods agreement

Rights and duties of parties in a sale of goods agreement

Transfer of goods

Terms of trade

Ways through which a contract of sale can be terminated

2
LAW OF PARTNERSHIP Nature of partnership

Types of partnership

Rights and liabilities of partners

Dissolution of partnership

2
CONTRACT OF INSUARANCE Meaning of contract of insurance

Parties of to a contract of insurance

Terms of a contract of insurance

Principles of insurance

Types of insurance contracts

Remedies available for the breach of contact

 

 

4
CONTRACT OF GUARANTEE Meaning of guarantee

Rights and liabilities of parties

Discharge of contract

4
CONTRACT OF BAILMENT Meaning of bankruptcy

Parties to a contract of bailment

Rights and liabilities of parties in a contract of bailment

Factors which contribute to the discharge of a contract of bailment

6
LAW OF BANKRUPTCY Meaning of bankruptcy

Procedure in bankruptcy procedures

Rights and disqualification of a bankrupt

2
LAW OF CARRIAGE OF GOODS Meaning of carriage of goods

Types of carriers

Modes of carriage

Implied terms and conditions

Documents used in carriage of goods

Rights and liabilities of parties

Remedies available to parties in the breach of a contract of carriage of goods

8
COMMERCIAL ARBITRATION Meaning of commercial arbitration

Importance of commercial arbitration

Awards given in arbitration

NEGOTIABLE INSTRUMENTS Meaning of types of negotiable instruments

Types of negotiable instruments

Rules applicable in the acceptance of negotiable instruments

Discharge instruments

 

COMPANY LAW Meaning of a company

Types of companies procedure of forming and incorporating a company

Functions of companies

Types of  shareholders in a company

Procedures of winding up a company

THE ADMINISTARTIVE LAW Nature of administration law

Types of administrative law

Functions of administrative law

 

6
THE STRUCTURE OF GOVERNMENT Meaning of central government

Types of governments

Meaning of tribunals

Meaning of inquiries

6
JUDICIAL ADMINISTATIVE ACTION Meaning of judicial administrative action

Types of judicial administrative actions

Functions of judicial administrative action

6
NATURAL JUSTICE Meaning of natural justice

Types of natural justice

Situations when natural justice is applicable

 

6
DELEGETED LEGISLATION Meaning of delegated legislation

Types of delegated legislation

Functions of delegated legislation

6
EMERGING TRENDS AND ISSUES IN COMMERCIAL  ADMINISTRATION Emerging trends and issues in commercial administrative law

Effects of emerging trends and issues in commercial administrative law

Ways of managing emerging issues and trends in commercial and commercial law

4

 

 

 

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