KASNEB CAMS – Principles of Marketing and Communication Notes


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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


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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  • 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

Emerging issues and trends

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