Overview of marketing and definitions, marketing philosophies, customers relationship, customers sovereignty and value ,importance of marketing concepts in the market place, marketing and corporate strategies, marketing enforcement, PESTEL factors marketing research, marketing information system, consumer behavior, market segmentation, targeting and positioning, competitive strategies, marketing mix strategies and marketing of services in the marketing effort.
- Teacher: eDon Daniel Langat
Measures of central tendency: Mean, Median and Mode and their implications; Measures of Dispersion: Range, Mean deviation, Standard deviation, Coefficient of Variation ( C.V.) , Skewness, Kurtosis. Time series analysis: Concept, Additive and Multiplicative models, Components of time series, Trend analysis: Least Square method - Linear and Non-Linear equations, Applications in business decision-making. Index Numbers:- Meaning , Types of index numbers, uses of index numbers, Construction of Price, Quantity and Volume indices:- Fixed base and Chain base methods. Correlation analysis; Regression analysis; Linear simple and multiple regressions, Linear Probability Model (LPM); Non-linear regressions; Cobb-Douglas production function, Dummy Variables; Logit model and Probit model. Concept of probability and its uses in business decision-making; Addition and multiplication theorems; Bayes’Theorem and its applications. Probability Theoretical Distributions: Concept and application of Binomial; Poisson and Normal distributions, standard normal distribution, Z-scores and their applications. Probability:. Estimation Theory and Hypothesis Testing: Sampling theory; Formulation of Hypotheses; Application of Z test, t-test, F-test and Chi-Square test. Computer application in statistical data processing and analysis
- Teacher: Prof. J. M. Kihoro
- Teacher: eDon James Gitari
- Course Lecturer: eDon Dr Michael Ngala