Marketing Waec 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;

SUGGESTED READING LIST

Fundamentals of Marketing by O.O. Shokan – MAM Education Limited, Lagos.

Commerce Textbook by G.A. Saka and Nnabuko J.O. – Emiola Publisher Ltd

Marketing in Nigeria: Concepts, Principles and Decisions, 2nd Edition by A. Agbonifoh,  O.E Ogwo, D.A. Nnolim, and A.D. Nkamnebe, (2007). - Afritowers Limited Publisher.