Marketing Management Diploma KNEC Notes

Introduction to the Module Unit

Marketing management is a unit offered to diploma students in business related courses to equip them with the right attitudes, knowledge and skills to apply concepts of marketing management in an organization

General Objectives

By the end of this module unit, the learner should be able to:

  • Recognize the importance of marketing management in the achievement of organizational objectives.
  • Apply the principles of marketing in making marketing decisions
  • Formulate marketing strategies for an organization for the achievement of marketing objectives.
  • Apply marketing management in its context of both internal and external environment

Topics/Course Outline Required by KNEC

Topic 1: Introduction to Marketing Management

1.1. Meaning of Marketing Management

1.2. Marketing Concepts

1.3. Importance of customer relationships and customer satisfaction in an organization

1.4. Role of marketing in society

1.5. Tasks performed by marketing managers

1.6. The 8Ps of marketing

Topic 2: Marketing Environment

2.1. Meaning of marketing environment

2.2. Components of marketing environment

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

Topic 3: Consumer and Organizational Buyer Behaviour

3.1. Meaning of consumer markets and organizational markets

3.2. Importance of studying consumer behaviour

3.3. Factors influencing consumer and organizational buying behaviour

3.4. Decision making process for consumer and organizational markets for new products

3.5. Role players in decisions process

3.6. Types of buying decision for consumers and organizational markets

Topic 4: Market Segmentation, Targeting and Positioning

4.1. Meaning of segmentation, targeting, and positioning

4.2. Bases of segmenting markets

4.3. Requirements for effective segmentation

4.4. Market targeting strategies

4.5. Product positioning process

Topic 5: Product Decisions

5.1. Meaning of product

5.2. New product development process

5.3. Levels of a product

5.4. Product decisions

5.5. Marketing strategies for the adoption process, product life cycle and adaptor categories

5.6. Causes of new product failure

Topic 6: Pricing Decisions

6.1. Meaning of price

6.2. Pricing strategies

6.3. Factors affecting pricing decisions

6.4. Steps involved in the pricing process

6.5. Reaction to price changes

Topic 7: Distribution Decision

7.1. Meaning of distribution

7.2. Types of intermediaries

7.3. Functions of intermediaries

7.4. Role of retailing and wholesaling

7.5. Importance of channel integration and market systems

7.6. Causes of conflict and reasons for cooperation and competition

7.7. Importance of marketing logistics

7.8. Role of e-commerce in distribution

Topic 8: Promotion Decisions

8.1. Meaning or promotion mix

8.2. Elements of promotion mix

Topic 9: Service Marketing

9.1. Meaning of services

9.2. Characteristics of services

9.3. Elements of service mix

9.4. Marketing strategies used by service firms

9.5. Ways of managing service quality

9.6. Ways of developing brands strategies for services

9.7. Product support services management

Topic 10: Emerging Trends and Issues in Marketing Management

11.1. Emerging Issues and trends in Marketing Management

11.2. Challenges posed by emerging trends and issues in marketing management

11.3. Coping with challenges posed by emerging trends and issues in marketing management

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