CM23: Principles of Marketing and Communication is a foundational course that equips learners with the knowledge and practical skills required to understand marketing principles, customer behavior, and effective business communication. The course emphasizes the development of marketing strategies, promotion of products and services, customer relationship management, and professional communication skills essential for success in modern business environments.

Key Topics Covered

Introduction to Marketing
Marketing Environment
Consumer Behaviour
Market Research
Market Segmentation, Targeting, and Positioning (STP)
Product and Brand Management
Pricing Strategies
Distribution (Place) Strategies
Promotion and Integrated Marketing Communication (IMC)
Digital Marketing
Customer Relationship Management (CRM)
Business Communication
Interpersonal and Organizational Communication
Presentation and Negotiation Skills
Professional Ethics in Marketing and Communication

KSh7,000.00

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Last Updated: August 9, 2026

This course includes

Marketing Fundamentals
- Nature and importance of marketing
- Marketing concepts and orientations
- Marketing environment
- Marketing planning
Consumer and Market Analysis
- Consumer buying behaviour
- Market research
- Market segmentation
- Targeting and positioning (STP)
Marketing Mix
- Product management
- Pricing strategies
- Distribution (Place)
- Promotion and advertising
Digital Marketing
- Social media marketing
- Content marketing
- Email marketing
- Online customer engagement
Business Communication
- Verbal and written communication
- Business correspondence
- Presentation skills
- Negotiation and interpersonal communication
Customer Relationship Management
- Customer service
- Customer satisfaction
- Relationship marketing
- Customer retention strategies
Professional Ethics
- Ethical marketing practices
- Responsible communication
- Professional integrity
- Corporate social responsibility (CSR)