WAEC Syllabus for Marketing 2023/2024

The WAEC syllabus for Marketing is the topic you must study to sit for the examination. It contains the aims and objectives, notes and format for the Marketing exam.

Studying Marketing subject is necessary for your exam preparation. It will serve as a guide for you to know the topics to read. There are also notes on concepts you should pay attention to learning.

Exam preparations without using the Marketing are like going to the farm without your agricultural tools. You will end up not being productive.

Ensure you begin your exam preparations using the syllabus.

This post contains the Marketing and recommended textbooks of the West African Examination Council (WAEC).

WAEC Marketing


The Marketing syllabus at the Senior Secondary School level in Nigeria is designed to assess the candidates’ basic knowledge of marketing.

It includes an overview of marketing, marketing concepts, marketing mix, consumer and organizational behaviour, marketing management and entrepreneurship.


The aim of the examination is to test candidates’

(1).      knowledge, skills, concepts needed to practice marketing as a career.

(2).      ability to set up and manage a market outlet.

(3).      understanding of the roles of marketing in the economy


There will be two papers, Papers 1 and 2, both of which will constitute a composite paper to be taken at one sitting.

PAPER 1: will consist of forty multiple-choice objective questions which will cover the entire syllabus.  Candidates are expected to answer all the questions in 50 minutes for 40 marks.

PAPER 2: will be a 2-hour paper consisting of six essay questions, out of which candidates will be expected to answer any four for 80 marks.

WAEC Marketing Syllabus

S/NOTOPICS                                          NOTES
1Introduction to Marketing(a)  Meaning;  
(b) Explanation of basic terms in marketing: needs, wants, demands, product, exchange, transactions, and markets,
(c)  Brief history of marketing in Nigeria;   
(d)  Functions of marketing.
2Marketing Concepts(a)   Meaning; 
(b)  Various marketing concepts (production, product, selling, marketing and societal marketing).                   
 3Marketing Mix and Marketing Environment(a)  Meaning;    
(b)   Elements (4 Ps);   
 (c)i  Explain Marketing Environment    
(c)ii Factors affecting marketing environment:political;cultural;religious;economic;technological; social.
4.Products(a)   Meaning;  
(b)  Classification (Industrial goods, consumer goods, services, primary and secondary products and mineral products-oil and non-oil;   
(c)  Distinctions between classes of products.   
(d)  Product Design*
5.Markets(a)  Meaning;     
(b)  Classification: Consumer; Organization (industrial, reseller and government)
6.Consumer and Organizational Behaviour(a)  Meaning; 
(b)  Influencing factors; 
(c)    Decision process in logical order
7.Marketing Planning and Research(a)
i   Meaning, process and importance;     
ii  Elements of marketing planning;      
iii Information required for marketing planning 
(b)  Reasons for marketing planning and research.  
(c) Utilization of feedback
8Pricing(a)  Meaning;
i Strategies  (haggling, cost-plus, demand and competition);     
ii Application of strategies
*(c)  Price determinants. 
9Advertising(a)  Definition;

(b)  Functions; 
(c)  Media – meaning, types, advantages and disadvantages. 
(d) Production of sample adverts*
10Sales Promotion(a)   Meaning and Functions;

(b)  Forms –  price-off, coupons, salesmen competition, loyalty schemes, premium offers, trade-in-allowance, sampling, training schemes, and merchandise incentives.
11Merchandising(a)  Meaning;
(b)   Elements (packaging, branding and labelling)
(C)   Influencing factors;
(d)   Functions.
12Distribution(a)   Definition;
(b)   Channels of distribution (definition and types) 
(c)  Factors influencing choice of distribution channels
(d)   Functions of channel members.
13Transportation(a)   Meaning, mode, choice and importance;
(b)  Documents used in transportation; 
(c)  Factors affecting choice of transportation
14Warehousing(a)  Meaning, types and functions. 
(b)  Activities in the warehouse
15Market Unions and Facilitators(a)   Market Unions (Meaning and types)
(b)   Roles of Market Unions in local markets;
(c)   Market Facilitators – meaning, types and roles.
16International Marketing(a)  Meaning, importance/reasons and methods of engaging in international marketing,
(b)   Influencing factors;
(c)  Guiding rules and regulations;
17ICT in Marketing(a)  E-Marketing (electronic marketing) – meaning, importance, uses, ethics and abuses.
18Entrepreneurship in Marketing(a)   Meaning of entrepreneurship and entrepreneur;
(b)   Sources of funds;
(c)   Factors affecting the location of a market outlet;
(d)   Management of market outlets – purchase and supply of goods and services;
(e)   Selling and bargaining skills;

*Emphasis should be on practical

  1. Fundamentals of Marketing by O.O. Shokan – MAM Education Limited, Lagos.
  2. Commerce Textbook by G.A. Saka and Nnabuko J.O.  – Emiola Publisher Ltd
  3. Marketing in Nigeria: Concepts, Principles and Decisions, 2nd Edition by  B.A. Agbonifoh,  O.E Ogwo, D.A. Nnolim, and A.D. Nkamnebe, (2007). – Afritowers Limited Publisher.
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