KASNEB CAMS – Principles of Marketing and Communication


Table of Contents

This paper is intended to equip the candidate with the requisite knowledge, skills and attitudes to apply the principles of marketing, communication and public relations in practice.

A candidate who passes this paper should be able to:

  • Develop and implement simple marketing plans
  • Communicate effectively in verbal and written forms
  • Attract and retain customers in business
  • Handle customer complaints
  • Manage simple public relations issues


7.1 Introduction to marketing

  • Marketing process
  • Importance of marketing
  • Roles of marketing

7.2 Marketing plan

  • Importance of a marketing plan
  • Uses of a marketing plan
  • Marketing plan process

7.3 Market segmentation

  • Meaning of market segmentation
  • Importance of market segmentation
  • Market segmentation process
  • Target marketing
  • Market positioning

7.4 Marketing mix

  • Product
  • Price
  • Place
  • Promotion decisions
  • People
  • Process
  • Emerging marketing mix

7.5 Sales plan function

  • Formulation of a sales plan
  • Recruitment and selection of sales team
  • Management of sales team
  • Importance of an effective sales team
  • Selling process

7.6 Contemporary Marketing

  • Meaning of marketing information
  • Internal records
  • Marketing intelligence
  • Analysing the macro environment
  • Marketing information system
  • Source of market information

7.7 Digital marketing overview

  • Introduction to digital marketing
  • Digital marketing concepts
  • Digital marketing channels:
  • Social media marketing (SMM)
  • E-mail marketing and internet marketing
  • Search engine optimisation (SEO)
  • Display advertising
  • Affiliate marketing
  • Mobile marketing
  • Multi-channel advertising

7.8 Introduction to communication

  • Foundations of business communication
  • Importance of communication
  • The communication process
  • Methods of communication
  • Objectives of business communication
  • Internal and external communication
  • Communication systems and networks
  • Principles of effective communication
  • Channels of communication
  • Barriers to business communication

7.9 Written communication

  • Essentials of effective written communication
  • Business correspondence
  • Reports
  • Memorandums
  • Forms and questionnaire design
  • Circulars and newsletters
  • Notices and advertisements
  • Publicity materials
  • Press releases
  • Graphic communication

7.10 Oral and non-verbal communication

  • Oral communication in business
  • Types of oral communication
  • Effective listening
  • Interview techniques
  • Oral presentation skills
  • Committees and conferences
  • Preparing speeches
  • Non-verbal communication
  • Recognising and responding to non-verbal messages
  • Interpersonal relationships

7.11 Contemporary communication techniques

  • Teleconferencing
  • Video conferencing
  • Mobile phone communication
  • Electronic postal services
  • Online business communication
  • E-Mails
  • VOIP
  • Social media
  • VPNs

7.12 Meetings

  • Meaning of a meeting
  • Types of meetings
  • Role of Chairman and Secretary
  • Maintaining order at meetings
  • Recording of proceedings at meetings
  • Use of information communication technology in meetings

7.13 Introduction to customer relations management

  • Meaning of customer relations
  • Types of customer relations
  • Importance of customer relations
  • Managing customer perception
  • Customer survey
  • Do’s and don’ts in customer relations
  • Effective listening
  • Effective use of telephone
  • Customer care training
  • Handling complaints
  • Self-image as a dimension of relationship strategy
  • Verbal and non-verbal strategies that add value to relationships
  • Effect of appearance, voice, manners on relationships

7.14 Introduction to public relations

  • Definition of public relations
  • Distinction of public relations from marketing
  • Roles and importance of public relations
  • Steps to successful public relations
  • Public relations skills and techniques; surveys, sponsorships, press, print media
  • Role of Service Charters
  • Role of corporate social investment in public relations
  • Role of ICT in public relations
  • Ethics in public relations
  • Crisis management

7.15 Emerging issues and trends

CAMS Level I, Principles of Entrepreneurship and Management, Introduction to Law and Ethics, Fundamental ICT Skills, Fundamentals of Business Mathematics, CAMS Level II, Foundations of Accounting and Auditing, Elements of Public Finance and Administration, Principles of Marketing and Communication

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