Founded in 1970 Incorporated by Act No: 41 of 1980 of the Parliament of the Democratic Socialist Republic of Sri Lanka

Sri Lanka Institute of Marketing

PRELIMINARY CERTIFICATE IN MARKETING

COURSE MANUAL

Congratulations! Welcome to the world of Marketing. You have kept the first step towards an exciting marketing career. We can guarantee that you have made the correct choice. Preliminary Certificate in Marketing will guide you and encourage you to become a Professional Marketer. In order to help you understand and take the best out of this course, the following documents are attached herewith.

1. Detailed Syllabus 2. Regulations, Procedures and Guide lines 3. Past examination papers 4. Regular assignment (attached separately)

Important Notice:
PCM Recommended text book is issued along with the course manual. PCM Identity Card will be issued within four weeks.

Preliminary Certificate in Marketing Detailed Syllabus

1. Aims & Objectives The objective of the program is to provide participants with

A basic orientation in marketing encouraging students to proceed for higher studies in marketing. A basic entry qualification and confidence to embark on a career in marketing. An understanding of marketing as an essential management philosophy.

2. Key Parts & Weighting This course consists of three parts Introduction to Marketing and the Marketing Process Developing the Marketing Mix Strategies Marketing Planning & Control and ICT for Marketing 35% 45% 20%

3. Syllabus Outline Part 01 35% Introduction to Marketing and the Marketing Process Module 01 Module 02 Module 03 Module 04 Module 05 Part 02 40% Developing the Marketing Mix Strategies Module 06 Module 07 Module 08 Module 09 Module 10 Part 03 20% Marketing Planning & Control and ICT for Marketing Module 11 Module 12 Nature and Scope of Marketing The Marketing Environment The Marketing Mix Marketing Research of Information Systems Consumer & Organisation Buyer Behaviour Segmentation, Targeting & Positioning Product Planning & Development Pricing Distribution / Place Promotional Planning Marketing Planning & Control Information & Communication Technology for Marketing

4. Contact Hours
Module Module 01 Module 02 Module 03 Module 04 Module 05 Module 06 Module 07 Module 08 Module 09 Module 10 Module 11 Module 12 Area Nature and Scope of Marketing The Marketing Environment The Marketing Mix Marketing Research of Information Systems Consumer & Organisation Buyer Behaviour Segmentation, Targeting & Positioning Product Planning & Development Pricing Distribution / Place Promotional Planning Marketing Planning & Control Information & Communication Technology for Marketing Total Contact Hours of Class room teaching Assignment Briefing Examination Techniques and Time Management 40 2 4 Total Hours 4 2 2 4 2 4 4 2 2 6 6 2

4. The Detailed Syllabus

Part One - Introduction to Marketing and the Marketing Process

Module Code : PCM 101 Module Name : Nature and Scope of Marketing History of Marketing 1 2 3 4 5 6 7 What is Marketing Definitions of Marketing Development of Marketing Marketing Management Orientations Marketing Orientation Relationship Marketing 4 hours

Module Code : PCM 102 Module Name : The Marketing Environment 1 Marketing Environmental Framework 2 3 4 Internal Environment 2 hours The Micro Environment The Macro Environment

Module Code : PCM 103 Module Name : The Marketing Mix 1 The Marketing mix 2 3 4 The Traditional Marketing Mix Key characteristics of an Effective Marketing Mix The Extended marketing Mix 2 hours

Module Code : PCM 104 Module Name : Marketing Research and Information Systems 1 What is Marketing research? 2 3 4 5 6 Need for Continuous Marketing Research Types of Marketing Research Primary and Secondary Data The Research Process Marketing Information Systems 4 hours

Module Code : PCM 105 Module Name : Understanding Consumer & Organisation Buyer Behaviour 1 2 3 4 Consumer Needs and Wants Consumer Buying Behaviour Organisation Buying Behaviour Key Characteristics of Organisational Buying Behaviour 2 hours

Module Code : PCM 106 Module Name : Segmentation, Targeting & Positioning 1 2 3 4 5 What is a market? Target Marketing Market Segmentation Market Targeting Positioning 4 hours

Part Two - Developing the Marketing Mix Strategies

Module Code : PCM 107 Module Name : Product Planning & Development What is a Product? 1 2 3 4 5 Tangibility Continuum of a Product Product Classifications Branding Packaging 4 hours

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Product Life Cycle Concept Services What is a New Product?

Module Code : PCM 108 Module Name : Pricing 1 What is Price? 2 3 4 5 6 7 The Role and Importance of Price Pricing Objectives Factors Influencing pricing Decisions Concepts of Costing for Pricing Pricing Strategies Setting the Final price 2 hours

Module Code : PCM 109 Module Name : Distribution / Place 1 2 3 4 5 6 7 The Role and Importance of Price The Nature of Marketing Channels Rationale for Using Intermediaries Channel Structure Market Coverage Strategies Channel Selection Physical Distribution Management 2 hours

Module Code : PCM 110 Module Name : Promotional Planning The Role of Marketing Communications 1 2 3 4 Marketing Communication Mix Elements Communication Models Developing Effective Communications Campaign 6 hours

Part Three - Marketing Planning & Control and ICT for Marketing
Module Code : PCM 111 Module Name : Marketing Planning & Control 1 2 3 4 The Nature and Importance of Planning What is Marketing Planning? Marketing Planning Process The Marketing Plan 6 hours

Module Code : PCM 112 Module Name : Information & Communication Technology for Marketing Information & Communication Technology and Marketing 1 2 3 4 5 Internet, E-Commerce and E-Mail Marketing Other technological Developments to Support marketing Impact of ICT on Marketing Importance of Computer Literacy for Marketers 2 hours

6. Assessment The assessment of the above is through an examination and practical assignments. The distribution of marks weight is as follows. Assignment Written Examination 40% 60%

6.1 Assignments Assignments are presented to test the application knowledge of students. Marks will be awarded out of 100 and will be reduced to 40. Assignments will be in the form of concept books, literature reviews, field studies, critical reviews, problem analysis, independent studies, projects etc.

6.2 Question Paper Structure The examination consists of a three hour paper. Following is the question paper structure; 40 multiple choice questions ( 40 marks) 10 structured questions (40 marks) 02 Essay type questions (20 marks)

7. Grading In order to pass the examination, it is compulsory that a student should secure a minimum aggregate of 50% marks. 75% and above 65% to 74% 50% to 64% 40% to 49% Below 39% 8. Reading List 8.1 Essential Reading - Recommended Study Text. Distinction (A) Merit Pass (B) Ordinary Pass (C ) Marginal Failure (D) Fail (F)

PRELIMINARY CERTIFICATE IN MARKETING

Regulations, Procedures and Guidelines

Contents

1. The Institute, Vision and Mission 2 History of PCM

3. Introduction 4 5 6 Objectives Entry Qualifications Registration

7. Mode of Teaching 8. Mode of Assessment 9. Assignments 10. Examination 12. Results 13. Repeaters 14 Awards 15 Post PCM Marketing Studies

1. The Institute Sri Lanka Institute of Marketing (SLIM) founded in 1970 (then called Ceylon Institute of Marketing) with the view to harness the available skills in Marketing for the growth and development of the profession, was subsequently incorporated by Act no 41 of 1980 of the Parliament of the Democratic Socialist Republic of Sri Lanka. SLIM is a Member of the Asia Marketing Federation (AMF) and the World Marketing Association (WMA). Vision To lead the nations efforts towards economic prosperity. Mission Establish marketing as the driving force, which enhances business and national value. 2. History of PCM in Brief

The Preliminary Certificate in Marketing was initially introduced by Sri Lanka Institute of Marketing in 1988 as An lntroduction to Marketing, with the objective of creating awareness of the Marketing Concept, mainly among practitioners and students of Marketing. Dr. Upali Nanayakkara with Mr. Ranjan De Silva functioned as the Project Director and headed the Education Committee. The Course was confined to 24 lecture hours and those who attended the course were awarded a Certificate of participation.

In keeping with the changing marketing education needs, SLIM recognized the importance of further development of the course and upgraded it with a minimum of 40 lecture hours and examination orientation in September 1991 under the leadership of the chairman of Education Committee, Mr. Sam Stembo. The course was re-named The Preliminary Certificate in Marketing (PCM). Under the leadership of Mr. Harith Perera, Chairman of the PCM Committee and Mr.Prasanna Perera, Chairman of The PCM Value Addition Committee, the course was further developed to include a mini case study and an individual assignment in 1997, to be effective from intake 16 year 6.

3. Introduction The Preliminary Certificate in Marketing is a course with a duration of three months of study leading to Postgraduate Diploma in Marketing (Sri Lanka). It is the first step towards an internationally recognized professional status in Marketing conferred by the prestigious Asia Marketing Federation. PCM qualification is specially designed for beginners in Marketing.

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4. Program Objectives To provide participants with; 4.1 The basic orientation in marketing and encourage them to proceed for higher studies in marketing. A basic entry qualification and confidence to embark on a career in Marketing. An understanding of marketing as an essential management philosophy.

4.2 4.3

5. Entry Qualification Those who are 16 years and above with a professional aspiration. The course will require a good working knowledge of English.

6. Registration 6.1 Students can register with any accredited tuition center of SLIM. All documents handed over will be the property of SLIM. Therefore, no originals should be given. However all copies should be certified by a SLIM Official, a lawyer, a JP, or a School Principal. 6.2 Every student should be a student member of the Institute. 6.3 Every student will be given a registration number at the point of registration. This number will have to be used for the assignments, examination, signing the signature sheets & for any other correspondence with the Institute. 6.4 The registration is valid for one year and any student who fails to complete the certificate within a year will have to pay a re-registration fee and continue. This re-registration fee would once again be valid for one year only.

7. Mode of Teaching The course is taught through the following methodologies.

Lectures Group discussions Presentations

It is recommended that every student owns a book on Marketing Fundamentals and develop an extensive reading habit.

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8. Mode of Assessment Field Assignment Written Examination Total Attendance 9. Assignments (Projects) Assignments are designed to test mastery and the ability to apply the studied content to a particular situation/context. A practical assignment may include Concept papers/books Field surveys Critical review of literature Projects Problem analysis Independent study 40 marks 60 marks 100 marks

9.1 All assignments will have to be submitted by the due date. Failure to do so will lead to loss of marks. For all assignments there will be a last date of acceptance. This last date of acceptance will be fixed by the Education Division. The period between the due date and the last date of acceptance will change from time to time. No assignment will be accepted after the last date of acceptance under any circumstance.

9.2 The maximum amount of marks allocated for the assignments will be 40. All assignments will be marked from 100% and will be reduced to 40%.

9.3 Assignments should be handed over to the SLIM office and a copy should be kept available with student/s. This copy should be handed over if requested by examiners. The SLIM office will issue an acknowledgement for these assignments and this need to be kept by the student as proof of submitting the assignment.

9.4 In all assignments the correct registration number of the individual/s has to be stated.

9.5 Copying of assignments will be dealt severely. No marks will be granted for such scripts. Candidates may be suspended from taking examinations and reported to examining bodies, parents and employers. 9.6 Corrected/marked assignments will be the sole property of SLIM and will not be returned to students.

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9.7 Distribution of marks for assignments Generally in the assignment the distribution of marks will be indicated. If not the following distribution could be used to assess the assignment. Section Data and analysis, Findings, interpretation, and conclusion Assignment Guidelines Total 9.8 Guidelines in preparing the assignment report All assignments need to follow the guidelines on a strict basis. 9.8.1 9.8.2 9.8.3 Assignments should be word-processed and should be bound. All assignments should be forwarded in a report format. Cover page of the assignment a) Refer Page 05 for a sample of the cover page of an individual assignment Distribution of Marks 80 Specified in the assignment 20 100 reduced to 40%

b) Do not insert any pictures on the cover page of the assignment.

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Specimen of an Assignment Cover page

TOPIC OF THE ASSIGNMENT

New Times Roman 16 pt Bold All capitals

Prepared By

B.C. Perera New Times Roman 12 pt Regular Title Case

PCMIV/2007/COL-0001

Tution Centre Name Examination Month

New Times Roman 14 pt Bold Title Case

New Times Roman 14 pt Bold Title Case

Preliminary Certificate in Marketing

New Times Roman 16 pt Bold All capitals

SRI LANKA INSTITUTE OF MARKETING

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9.8.4

Order of the headings

Cover page Contents page 1. Executive Summary Give a brief summary of the entire assignment 2. Introduction Introduce the assignment 3. Methodology State the methodology followed in carrying out the assignment. 4. Body of the assignment Have main headings as you require to cover the content of the assignment 5. Findings and Conclusion 6. Recommendations 7. Annexure 8. References 9.8.5 Formatting

a) All pages should be typed on A4 sheets b) Text font to be Times New Roman c) Font size to be 12pt. (except headings) d) Line spacing should be 1.5 lines. (except for references where you refer to a published article or an interview) e) The margins on the top, bottom and the right should be 1 inch while the left hand margin should be 1 inches. f) The minimum words should be 2000 words. This does not include any annexures. g) Text should be justified. h) Beginning of each paragraph should be 4 spaces intended.

9.8.6

Headings and Numbering

a) The main headings should be bold and the font size to be 14pt. Every main heading should be preceded by an Arabic numeral (example: 1) indented to the left of the page. Main headings should be in title case. b) The subheadings should be bold and the font size to be 12pt. Every subheading should be preceded by a second level Arabic numeral (example: 1.1) indented to the left with four spaces from the main heading. This heading should be in title case. c) If there are any more subheadings under each of the above subheadings, points could be differentiated with a), b), c) etc. These subheadings should be in regular font and should be four spaces indented from the immediate sub heading.

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The following is an example 1. Main Heading 1.1 Sub Heading a) Sub heading b) Sub heading

9.8.7

Quotations

a) Please note any text taken off newspapers, magazines, annual reports & books should be given due credit. b) If the quotation is a short phrase, then you can include it with the text line within quotation marks giving reference to the author, publication date and the page. 9.8.8 References

a) All tables, figures, charts and illustrations needs to be numbered and given a reference at the top indented to the left. An example would be as follows. Table 01 : Annual Sales Forecasting Volumes

b) For the same tables, figures, charts and illustrations, particular source references need to be given right below the chart, table etc indented to the left hand side. An example would be as follows.

Source : Yearbook 1996, Central Bank of Ceylon. c) The last page of the assignment should carry a list of all references presented in the alphabetical order, based on the surname of the author. Each reference should be listed using an Arabic numeral. d) The reference should start with the surname of the author followed by his/her other names. This needs to be followed with the name of the publication in bold letters within quotation marks. This is followed by the edition, publisher, the year and the referred pages. This should be produced using single spacing between lines. See an example below :

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1. Kotler Phillip, Marketing Management, 9th Edition, Prentice Hall of India, 1997, pages 128 - 150. 2. Martinesz Reggie, Marketing Management, a New Approach, Ceylon Daily News, 14 December 2001, Page 11

10. Examination

10.1 The following needs to be completed for you to be eligible to sit for the examination.:a b c d Course fee to be paid in full Handed over the assignment to SLIM education Handed over the duly completed student membership application form. Fulfilled 70% attendance requirement.

Students who qualify to sit for the examination by fulfilling the above requirements will have to collect the examination admission two weeks before the examination, from the Study Center.

10.2 No candidate will be admitted to the exam hall without the Examination Admission Form, PCM Identity Card, National Identity Card or the Pass port, and the Student Membership Card. 10.3 Usually the examination would be held three weeks after the normal coaching session completed. is

11. Examination Rules & Regulations Please refer page number 09 for Examination Rules and Regulations.

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PRELIMINARY CERTIFICATE IN MARKETING EXAMINATION RULES & REGULATIONS

CANDIDATES SHOULD ENSURE THAT THEY ARE THOROUGHLY FAMILIAR WITH THE FOLLOWING REGULATIONS BEFORE PRESENTING THEMSELVES AT THE EXAMINATION. 11.1 ARRIVAL You must be in your seat at least 10 minutes before the start of the examination.

11.2 ADMISSION TO THE CENTRE No one will be admitted to the exam hall without the Examination Admission Form, Student Membership Card, PCM Identity Card, NIC/PP. Your Examination entry proof must be placed on the desk so that the invigilator can mark the Attendance Register.

11.3 LATE ARRIVALS Fifteen minutes after the start of the Examination Session the doors will be closed and no candidate will be allowed entrance without special permission of the Chief invigilator.

11.4 TEMPORARY ABSENCE You are not allowed to leave the Examination Hall without the permission of an invigilator, who will arrange for an escort.

11.5 PERMANENT ABSENCE You are not allowed to leave the Examination Hall permanently until the Examination has been in session for thirty minutes.

11.6 SMOKING Smoking is strictly forbidden at all times inside the Examination Hall.

11.7 NOISE Complete silence must be observed throughout each Examination. No candidate is allowed to carry pagers or hand phones into the Examination Hall.

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11.8 BLANK ANSWER PAPERS & ROUGH WORK PAPER All of the above should be handed over to the invigilator when leaving the exam hall.

11.9 ADVICE No form of advice or guidance may be sought from the invigilating staff on the meaning or interpretation of any part of the content of the question paper.

11.10 USE OF NOTES, BOOKS, ETC. No Books of reference, notes, or any other paper may be taken into the Examination Hall.

11.11 USE OF CALCULATORS & DICTIONARIES You may use any quiet battery operated and non programmable calculator.

11.12 COMPLETION OF ANSWER SHEETS You must enter your Registration Number on each Answer Sheet used. Your name MUST NOT appear on any Answer Sheet.

11.13 BREACH OF EXAMINATION RULES Any breach of the Examination Rules will lead to the candidate being penalised. In all cases of cheating the penalty will be expulsion from Registration and debarment from applying for all examinations conducted by Sri Lanka Institute of Marketing (SLIM)

11.14 CHEATING in this context includes :a) Being in possession of any book, notes or other papers at any time during the examination session or in circumstances that indicate they may have been used in the examination. b) Contacting, talking to, copying from any other candidate, or allowing work to be copied. c) Leaving the examination room without the expressed permission of an invigilator and without an escort.

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12. Results In order to pass the examination, it is compulsory that a student should secure a minimum aggregate of 50% marks.

All answer scripts are marked twice and marks given by the examiner is final. There is no recorrection procedure. Results will be notified in writing to all the candidates and will not be given over the phone. Key to results 75% and above 65% to 74% 50% to 64% 40% to 49% Below 39% Distinction (A) Merit Pass (B) Ordinary pass (C) Marginal Failure (D) Fail (F)

13. Repeaters 13.1 All students who receive a marginal failure (D) or a fail grade (F) will have to redo the assignment and re-sit the examination with the next batch. The Institute will not notify deadlines via mail & the candidate is expected to contact the Institute. 13.2 The candidate is expected to fill a repeaters application form. 13.3 You could collect this form from your tuition centre and submit it before the due date. 13.4 There will be a fee charged for the repeat examination & for the repeat assignment. 13.5 Repeaters will have to pay re-registration fees if the candidates registration has expired. 14. Awards The students who perform well at the examinations are given special awards. 14.1 Best Student Award The student who obtains the highest aggregate marks in the distinction range (75% and above) in the first sitting is entitled to the Best Student Award. This award will provide a 75% coaching fee exemption at the Foundation level of the Postgraduate Diploma in Marketing .

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14.2 Runner up Awards The students who obtains the second and third highest aggregate marks in the distinction range (75% and above) in the first sitting is entitled to the first runner-up award and the second runner-up award. The first runner-up award is 50% discount of the coaching fee and the second runner- up award is 25% discount of the coaching fee in the Foundation Level in the Postgraduate Diploma in Marketing. 14.3 Issuance of Certificates The candidate should pass the examination and should have paid in full all dues to the Institute to be eligible to participate at the certification ceremony and to collect the certificate.The Institute has the right to withdraw/ cancel any certificate if any information provided on the admission forms /certificates are found to be false. 15. Post PCM studies All PCM students who manage to secure an ordinary pass & above will be entitled to enter the Postgraduate Diploma in Marketing without sitting for the entrance examination. Also, a student who manages to obtain a Merit Pass (B grade) would be exempted from the Subject Essentials of Marketing at the Foundation Level of the Postgraduate Diploma in Marketing. However, this is subjected to changes of the rules stipulated by the Postgraduate Diploma in Marketing entry requirements criteria which may change from time to time.

SLIM Education Division

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