1.00 Understand marketing, marketing functions, marketing mix components (4 P’s),
marketing strategies and tactics, target market identification, segmentation, the need for marketing research and data, and career opportunities in marketing.
25%
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1.01 Explain marketing and its importance in a global economy 3%
1.02 Describe marketing functions and related activities 3%
1.03 Explain employment opportunities in marketing 3%
1.04 Explain the concept of marketing strategies 4%
1.05 Explain the concept of market and market identification 4%
1.06 Describe the need for marketing data 8%
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2.00 Understand product/service management, branding, product life cycles,
new product development, marketing of services, product positioning and the technological, legal, and ethical components of product/service management.27%
2.01 Explain the nature and scope of the product/service management function.15%
2.02 Explain the concept of product mix.4%
2.03 Identify the impact of product life cycles on marketing decisions 5%
2.04 Explain business ethics and describe the use of technology in product/service management.3%
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3.00 Understand promotion and types of promotion including selling and the technological, legal, and ethical components of promotion.30%
3.01 Explain the role of promotion as a marketing function 5%
3.02 Explain the types of promotion 5%
3.03 Identify the elements of the promotional mix.5%
3.04 Explain the nature and scope of the selling function 5%
3.05 Explain the role of customer service as a component of selling relationships 5%
3.06 Explain the selling process 5%
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4.00 Understand pricing and factors affecting pricing decisions including technological, ethical and legal considerations.9%
4.01 Explain the nature and scope of the pricing function 3%
4.02 Describe the role of business ethics and legal considerations in pricing 3%
4.03 Explain factors affecting pricing decisions 3%
5.00 Understand channels of distribution and supply chain management and the technological, legal, and ethical components of channel management.9%
5.01 Explain the nature of channels of distribution 3%
5.02 Explain the nature and scope of channel management 3%
5.03 Describe the use of technology in the channel management function 3%