CAMS LEVEL 2 NOTES
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GENERALOBJECTIVE
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.
LEARNING OUTCOMES
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
CONTENT
Introduction to marketing
- Marketing process
- Importance of marketing
- Roles of marketing
Marketing plan
- Importance of a marketing plan
- Uses of a marketing plan
- Marketing plan process
Market segmentation
- Meaning of market segmentation
- Importance of market segmentation
- Market segmentation process
- Target marketing
- Market positioning
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Marketing mix
- Product
- Price
- Place
- Promotion decisions
- People
- Process
- Emerging marketing mix
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
Contemporary Marketing
- Meaning of marketing information
- Internal records
- Marketing intelligence
- Analysing the macro environment
- Marketing information system
- Source of market information
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
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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
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
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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
Contemporary communication techniques
- Teleconferencing
- Video conferencing
- Mobile phone communication
- Electronic postal services
- Online business communication
- E-Mails
- VOIP
- Social media
- VPNs
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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
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
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
