The Marketing syllabus at the Senior Secondary School level in Nigeria is designed to assess the candidates’ basic knowledge of marketing.
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It includes an overview of marketing, marketing concepts, marketing mix, consumer and organizational behavior, marketing management and entrepreneurship.
- AIM AND OBJECTIVES
The aim of the examination is to test candidates’
(1). knowledge, skills, concepts needed to practice marketing as a career.
(2). ability to set up and manage a market outlet.
(3). understanding of the roles of marketing in the economy
- SCHEME OF THE EXAMINATION
There will be two papers, Papers 1 and 2, both of which will constitute a composite paper to be taken at 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 SYLLABUS
|1||Introduction to Marketing||(a) Meaning;|
(b) Explanation of basic terms in marketing: needs, wants, demands, product, exchange, transactions, and markets,
(c) Brief history of marketing in Nigeria;
(d) Functions of marketing.
|2||Marketing Concepts||(a) Meaning;|
(b) Various marketing concepts (production, product, selling, marketing and societal marketing).
|3||Marketing Mix and Marketing Environment|| (a) Meaning;|
(b) Elements (4 Ps);
(c)i Explain Marketing Environment
(c)ii Factors affecting marketing environment:
(b) Classification (Industrial goods, consumer goods,
services, primary and secondary products and mineral
products-oil and non oil;
(c) Distinctions between classes of products.
(d) Product Design*
|5.||Markets|| (a) Meaning;|
– Organization (industrial, reseller and government)
|6.||Consumer and Organizational Behaviour||(a) Meaning;|
(b) Influencing factors;
(c) Decision process in logical order
|7.||Marketing Planning and Research||(a)i Meaning, process and importance;|
ii Elements of marketing planning;
iii Information required for marketing planning
(b) Reasons for marketing planning and research.
(c) Utilization of feedback
(b)i Strategies (haggling, cost-plus, demand and
ii Application of strategies*
(c) Price determinants.
(c) Media – meaning, types, advantages and disadvantages.
(d) Production of sample adverts*
|10||Sales Promotion||(a) Meaning and Functions;|
(b) Forms – price-off, coupons, salesmen competition,
loyalty schemes, premium offers, trade-in-allowance,
sampling, training schemes, and merchandising incentives.
(b) Elements (packaging, branding and labeling)
(C) Influencing factors;
(b) Channels of distribution (definition and types)
(c) Factors influencing choice of distribution channels
(d) Functions of channel members.
|13||Transportation||(a) Meaning, mode, choice and importance;|
(b) Documents used in transportation;
(c) Factors affecting choice of transportation
|14||Warehousing||(a) Meaning, types and functions.|
(b) Activities in the warehouse
|15||Market Unions and Facilitators||(a) Market Unions (Meaning and types)|
(b) Roles of Market Unions in local markets;
(c) Market Facilitators ”“ meaning, types and roles.
|16||International Marketing||(a) Meaning, importance/reasons and methods of engaging in international marketing,|
(b) Influencing factors;
(c) Guiding rules and regulations;
|17||ICT in Marketing||(a) E-Marketing (electronic marketing) ”“ meaning, ,importance, uses, ethics and abuses.|
|18||Entrepreneurship in Marketing||(a) Meaning of entrepreneurship and entrepreneur;|
(b) Sources of funds;
(c) Factors affecting location of a market outlet;
(d) Management of market outlets ”“ purchase and supply of goods and services;
(e) Selling and bargaining skills;
*Emphasis should be on practical
5 . 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 B.A. Agbonifoh, O.E Ogwo, D.A. Nnolim, and A.D. Nkamnebe, (2007). – Afritowers Limited Publisher.
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