INTRODUCTION
The introduction of marketing as a trade subject in the senior secondary education category is aimed at equipping school leavers with the appropriate skills that will make them self reliant and functional in the creation of wealth and generation of employment as responsible and disciplined members of the society.
OBJECTIVES
The examination in this subject is to test:
i.candidates’ knowledge of basic marketing principles needed to practise marketing as a vocation;
ii.candidates ability to use the concepts and skills for attitudinal and behavioural changes that are production oriented; and
iii.the ability of the candidates to take advantage of the various government economic policies on poverty eradication, wealth creation, employment generation and access to micro-finance institutions.
STRUCTURE OF THE EXAMINATION
The examination will consist of two papers: I and II.
Paper 1
This will consist of 60 multiple-choice questions which will carry 30 marks. It will last for one hour.
Paper 2
This will be one hour 40 minutes paper consisting of nine essay questions out of which candidates will be expected to answer any five. All questions carry equal marks and the paper will carry 70 marks.
DETAILED SYLLABUS
1.Introduction to marketing:
a.Meaning of marketing
b.Marketing terms
c.Functions of marketing systems
d.History of marketing in Nigeria:
iColonial age
ii100 AD to 1860
Colonial era (1860 – 1960)
Post independence age (1960 to date)
Marketing concept
Meaning of marketing concept
Concepts under which organizations conduct marketing activities
3.Classification of products:
a.Meaning of products.
b.Classification of products (industrial goods and consumer goods).
c.Goods and services.
4.Marketing mix:
a.Meaning of marketing mix
b.The four Ps of marketing:
i.product
iiplace
iii.price
iv.promotion
c.Marketing environment.
d.Factors affecting marketing environment, e.g. political, cultural, technological etc).
5.What marketing does.
Actions before marketing:
i.mobilization of workforce.
ii.utilization of feedback.
iii.production of quality goods and services.
iv.managing distribution networks.
v.advertisement and promotion.
6.Types of market:
a.Meaning of market.
b.Types of market (consumer market and organizational market).
c.Types of organizational markets.
7.Consumer Behaviour and Organisational Behaviour:
a.Consumer behaviour.
b.Factors influencing consumer behaviour.
c.Consumer decision process.
d.Organizational buyer behaviour.
e.Factors that influence organizational buyer behaviour.
8.Marketing Planning, Process and Research:
a.Marketing planning process.
b.Key elements in marketing planning.
c.Importance of marketing planning.
d.Marketing research.
e.Reasons for marketing research.
f.Getting information for planning.
g.Market segmentation.
14.Pricing:
a.Pricing
bPricing strategies
cPrice determinants
15.Advertising:
a.Meaning of advertising.
b.Roles of advertising.
c.Selection of message.
d.Advertising media.
e.Advantages and disadvantages of each medium.
16.Promotion:
a.Meaning of promotion.
b.Forms of promotion.
c.Functions of promotion.
12.Merchandising:
a.Meaning of merchandising.
b.Features of merchandising (packaging, branding and labeling).
c.Conditions in merchandising e.g warehousing cost.
d.Functions of merchandising.
e.Scrambled merchandising.
13.Types and functions of distribution:
a.Meaning of distribution.
b.Types of distribution.
c.Channels of distribution.
d.Functions of distribution.
e.Choice of distribution channels.
14.Transportation:
a.Meaning of transportation.
b.Importance of transportation in marketing.
c.Major modes of transportation.
d.Choice of transportation.
e.Document used in transportation in marketing.
15.Warehousing:
a.Meaning of warehousing.
b.Functions of warehousing.
c.Types of warehousing.
d.Activities of warehousing.
16.Structures and market unions for the sale of goods:
a.Primary and secondary products.
b.Structure (channels) for marketing primary and secondary products.
c.Market unions involvement.
17.Role of facilitators:
a.Meaning of facilitators.
b.Roles of facilitators in:
i.Food processing industry
ii.Banks
iii.Cooperative societies
iv.Basins and boards
v.Micro-finance companies etc.
18.Marketing of mineral products:
a.Meaning of mineral products.
b.Oil and non-oil products.
c.Methods of marketing mineral products.
19.International marketing:
a.Meaning of international marketing.
b.Importance of international marketing.
c.International trade system.
d.Market decisions and reasons e.g wider market, escape from competition etc.
e.Features of international marketing.
20.Organising for International Marketing:
a.Approaches to international marketing.
b.Adaptation of marketing plans for international marketing.
c.Regulations guiding international markets.
21.Application of Information and Communication Technologies (ICT) in International Marketing:
a.Information and communication technology in international marketing.
b.Internet browsing.
c.Electronic marketing.
d.Ethics and abuse of internet.
Planning for a personal marketing outlet:
a.Sources of fund.
b.Identifying a good marketing location.
c.Setting up and operating a marketing outlet.
d.Managing the business.
Purchase, supply and merchandising of goods and services:
a.Purchase and supply of goods and services.
b.Setting and bargaining skills.
c.Fund management.