Marketing Waec Syllabus

Below is this 2024 Waec Syllabus for Marketing. Note that this syllabus is for both internal and external candidates.

Aims and Objectives

knowledge, skills, and concepts needed to practice marketing as a career
ability to set up and manage a market outlet
understanding of the roles of marketing in the economy

Scheme of Examination

There will be two papers, Papers 1 and 2, both of which will constitute a composite paper to be taken in one sitting.

PAPER 1:

will consist of forty multiple-choice objective questions, which will cover the entire syllabus. Candidates are expected to answer all the questions in 50 minutes for 40 marks.

PAPER 2:

will be a 2-hour paper consisting of six essay questions, out of which candidates will be expected to answer any four for 80 marks.

Detailed Marketing Syllabus

Introduction to Marketing
- Meaning
- Explanation of basic terms in marketing: needs, wants, demands, product, exchange, transactions, and markets
- Brief history of marketing in Nigeria;
- Functions of marketing.
Marketing Concepts
- Meaning
- Various marketing concepts (production, product, selling, marketing and societal marketing).
Marketing Mix and Marketing Environment
- Meaning
- Elements (4 Ps)
- Marketing Environment
- Factors affecting the marketing environment:
  - political
  - cultural
  - religious
  - economic
  - technological
  - social.
Products
- Meaning
- Classification (Industrial goods, consumer goods, services, primary and secondary products and mineral products-oil and non-oil
- Distinctions between classes of products
- Product Design*
Markets
- Meaning
- Classification
  - Consumer
  - Organization (industrial, reseller and government)
Consumer and Organizational Behaviour
- Meaning
- Influencing factors
- Decision process in a logical order
Marketing Planning and Research
- Meaning, process and importance
- Elements of marketing planning
- Information required for marketing planning
- Reasons for marketing planning and research.
- Utilization of feedback
Pricing
- Meaning;
- Strategies (haggling, cost-plus, demand and competition);
- Application of strategies*
- Price determinants.
Advertising
- Definition;
- Functions;
- Media – meaning, types, advantages and disadvantages.
- Production of sample adverts*
Sales Promotion
- Meaning and Functions;
- Forms – price-off, coupons, salesmen competition, loyalty schemes, premium offers, trade-in-allowance, sampling, training schemes, and merchandising incentives.
Merchandising
- Meaning;
- Elements (packaging, branding and labeling)
- Influencing factors;
- Functions.
Distribution
- Definition
- Channels of distribution (definition and types
- Factors influencing the choice of distribution channels
- Functions of channel members.
Transportation
- Meaning, mode, choice and importance
- Documents used in transportation
- Factors affecting the choice of transportation
Warehousing
- Meaning, types and functions
- Activities in the warehouse
Market Unions and Facilitators
- Market Unions (Meaning and types)
- Roles of Market Unions in local markets;
- Market Facilitators – meaning, types and roles.
International Marketing
- Meaning, importance, reasons and methods of engaging in international marketing
- Influencing factors
- Guiding rules and regulations;
ICT in Marketing
- E-Marketing (electronic marketing) – meaning, importance, uses, ethics and abuses.
Entrepreneurship in Marketing
- Meaning of entrepreneurship and entrepreneur
- Sources of funds;
- Factors affecting the location of a market outlet;
- Management of market outlets – purchase and supply of goods and services
- Selling and bargaining skills;

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