WAEC Marketing Syllabus 2026/2027 & Textbooks
The specific WAEC Marketing Syllabus 2026/2027 covers core topics such as the marketing mix (product, price, place, and promotion), consumer behavior, market planning, and research. To prepare, candidates should study these core marketing principles, as well as distribution, transport, and advertising.
WAEC Marketing Syllabus Guide
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 | ||
| SN | TOPICS | OBJECTIVES |
| 1 | INTRODUCTION 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 |
| 2 | MARKETING CONCEPTS | (a) Meaning; (b) Various marketing concepts (production, product, selling, marketing and societal marketing). |
| 3 | MARKETING MIX AND MARKETING ENVIRONMENT | (a) Meaning; (b) Elements (4 Ps); (c)i Explain Marketing Environment 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 BEHAVIOR | (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 |
| 8 | PRICING | (a) Meaning; (b)i Strategies (haggling, cost-plus, demand and competition); ii Application of strategies* (c) Price determinants. |
| 9 | ADVERTISING | (a) Definition; (b) Functions; (c) Media – meaning, types, advantages and disadvantages. (d) Production of sample adverts* |
| 10 | SALES PROMOTION | (a) Meaning and Functions; (b) Forms – price-off, coupons, salesmen competition, loyalty schemes, premium offers, trade-in-allowance, sampling, training schemes, and merchandising incentives. |
| 11 | MERCHANDISING | (a) Meaning; (b) Elements (packaging, branding and labeling) (C) Influencing factors; (d) Functions |
| 12 | DISTRIBUTION | (a) Definition; (b) Channels of distribution (definition and types) (c) Factors influencing choice of distribution channels (d) Functions of channel members. |
| 13 | TRANSPORTATION | (a) Meaning, mode, choice and importance; (b) Documents used in transportation; (c) Factors affecting choice of transportation |
| 14 | WAREHOUSING | (a) Meaning, types and functions. (b) Activities in the warehouse |
| 15 | MARKET UNIONS | (a) Market Unions (Meaning and types) (b) Roles of Market Unions in local markets; (c) Market Facilitators – meaning, types and roles. |
| 16 | INTERNATIONAL MARKETING | (a) Meaning, importance/reasons and methods of engaging in international marketing, (b) Influencing factors; (c) Guiding rules and regulations; |
| 17 | ICT IN MARKETING | (a) E-Marketing (electronic marketing) – meaning, ,importance, uses, ethics and abuses. |
| 18 | ENTREPRENEURSHIP IN MARKETING | (a) Meaning of entrepreneurship and entrepreneur; (b) Sources of funds; (c) Factors affecting location of a market outlet; (d) Management of market outlets – purchase and supply of goods and services; (e) Selling and bargaining skills; |
WAEC Marketing Textbooks2026/2027
- Fundamentals of Marketing by O.O. Shokan – MAM Education Limited, Lagos.
- Commerce Textbook by G.A. Saka and Nnabuko J.O. – Emiola Publisher Ltd
- 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.Fundamentals of Marketing by O.O. Shokan – MAM Education Limited, Lagos.
- Commerce Textbook by G.A. Saka and Nnabuko J.O. – Emiola Publisher Ltd
- 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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