WAEC Candidates for 2026/2027 Session can now Explore the official WAEC Marketing Syllabus 2026/2027. Learn the exam structure, detailed topics, recommended textbooks, and expert preparation tips to pass WAEC Marketing with confidence.
The 2026/2027 WAEC Marketing Syllabus provides a comprehensive framework for students preparing for the West African Senior School Certificate Examination (WASSCE). Marketing is a dynamic and practical subject that exposes candidates to the principles of buying, selling, distribution, promotion, and consumer behavior in both local and international markets.
This blog will guide and explain everything you need to know about the 2026/2027 WAEC Marketing examination format, syllabus topics, objectives, recommended textbooks, and smart preparation strategies, making it a must-read for candidates aiming for success.
TABLE OF CONTENT
1. What Is WAEC Marketing All About?
2. 2026/2027 WAEC Marketing Examination Structure
3. Detailed WAEC Marketing Syllabus 2026/2027 Explained
4. WAEC Marketing Recommended Textbooks 2026/2027
5. Smart Tips to Pass WAEC Marketing Successfully
6. Conclusion
What Is WAEC Marketing All About?
Marketing is the process of identifying customer needs and satisfying those needs profitably through the exchange of goods and services. 2026/2027 The WAEC Marketing examination is designed to test candidates’ theoretical understanding and practical application of marketing principles as used in real business environments.
The subject aims to:
Equip students with essential commercial and entrepreneurial skills
Promote understanding of market forces and consumer behavior
Develop decision-making and problem-solving abilities
Prepare candidates for careers in marketing, sales, business management, advertising, and entrepreneurship
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2026/2027 WAEC Marketing Examination Structure
The WAEC Marketing examination consists of two papers, which together form a composite paper taken in one sitting by each Candidate;
Paper 1: Objective Test
40 multiple-choice questions
Time allowed: 50 minutes
Total marks: 40
Questions are drawn from the entire syllabus
Paper 2: Essay Test
Duration: 2 hours
Total marks: 80
Six essay questions provided
Candidates must answer any four
Paper 2 tests candidates’ ability to explain concepts, analyze marketing situations, and apply principles to real-life business scenarios.
WAEC Marketing Syllabus 2026/2027
WAEC Marketing Syllabus 2026/2027 Explained
Below is a clear, student-friendly breakdown of the official WAEC Marketing syllabus topics.
1. Introduction to Marketing
This topic introduces the foundation of marketing.
Candidates should understand:
The meaning of marketing
Basic marketing terms such as needs, wants, demand, products, exchange, transactions, and markets
A brief history of marketing in Nigeria
Core functions of marketing in business
2. Marketing Concepts
This section focuses on different business philosophies.
Topics include:
Meaning of marketing concepts
Types of marketing concepts:
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
Students should be able to compare and apply these concepts to business situations.
3. Marketing Mix and Marketing Environment
This is one of the most important areas in WAEC Marketing.
Candidates must understand:
Meaning of marketing mix
The four Ps of marketing:
Product
Price
Place
Promotion
Marketing Environment
Meaning of marketing environment
Factors affecting marketing activities:
Political
Cultural
Religious
Economic
Technological
Social
4. Products
This topic explains what businesses offer to the market.
Key areas include:
Meaning of a product
Product classification:
Consumer goods
Industrial goods
Services
Primary and secondary products
Mineral products (oil and non-oil)
Differences between product classes
Product design and development
5. Markets
Candidates should understand:
Meaning of a market
Types of markets:
Consumer markets
Organizational markets:
Industrial
Reseller
Government
6. Consumer and Organizational Behavior
This section focuses on buyer behavior.
Topics include:
Meaning of consumer and organizational behavior
Factors influencing buying decisions
The consumer decision-making process in logical order
7. Marketing Planning and Research
This topic explains how marketing decisions are made.
Candidates should study:
Meaning, process, and importance of marketing planning
Elements of a marketing plan
Information required for effective planning
Reasons for marketing research
Use of feedback in marketing decisions
8. Pricing
Pricing plays a vital role in marketing success.
Key areas include:
Meaning of pricing
Pricing strategies:
Haggling
Cost-plus pricing
Demand-based pricing
Competition-based pricing
Application of pricing strategies
Factors influencing price determination
9. Advertising
This topic focuses on promotional activities.
Candidates must understand:
Definition of advertising
Functions of advertising
Advertising media:
Meaning
Types
Advantages and disadvantages
Production of simple sample advertisements
10. Sales Promotion
Sales promotion encourages immediate sales.
Areas to cover include:
Meaning and functions
Forms of sales promotion:
Price-off
Coupons
Salesmen competitions
Loyalty schemes
Premium offers
Trade-in allowances
Sampling
Training schemes
Merchandising incentives
11. Merchandising
This topic focuses on product presentation.
Candidates should understand:
Meaning of merchandising
Elements:
Packaging
Branding
Labeling
Factors influencing merchandising
Functions of merchandising
12. Distribution
Distribution connects producers to consumers.
Topics include:
Meaning of distribution
Channels of distribution:
Definition
Types
Factors affecting the choice of distribution channels
Functions of channel members
13. Transportation
Transportation supports distribution.
Candidates should study:
Meaning and importance of transportation
Modes of transportation
Factors influencing the choice of transport
Documents used in transportation
14. Warehousing
This topic explains storage activities.
Areas include:
Meaning and types of warehouses
Functions of warehousing
Activities carried out in warehouses
15. Market Unions
This section focuses on local markets.
Candidates should understand:
Meaning and types of market unions
Roles of market unions
Market facilitators:
Meaning
Types
Roles
16. International Marketing
This topic introduces global trade.
Key areas include:
Meaning and importance of international marketing
Methods of engaging in international marketing
Factors influencing international marketing
Rules and regulations guiding international trade
17. ICT in Marketing
Modern marketing relies heavily on technology.
Candidates must study:
Meaning of e-marketing
Importance and uses of electronic marketing
Ethics and abuses of e-marketing
18. Entrepreneurship in Marketing
This final topic links marketing to business creation.
Areas include:
Meaning of entrepreneurship and entrepreneur
Sources of business funds
Factors affecting the location of a market outlet
Management of market outlets
Selling and bargaining skills
WAEC Marketing Recommended Textbooks 2026/2027
Candidates are advised to study from the following approved and widely used textbooks:
Fundamentals of Marketing – O.O. Shokan (MAM Education Limited, Lagos)
Commerce Textbook – G.A. Saka & Nnabuko J.O. (Emiola Publisher Ltd)
Marketing in Nigeria: Concepts, Principles and Decisions (2nd Edition) –
B.A. Agbonifoh, O.E. Ogwo, D.A. Nnolim & A.D. Nkamnebe (Afritowers Limited)
These textbooks align closely with the WAEC syllabus and provide clear explanations and practice questions.
Smart Tips to Pass WAEC Marketing Successfully
Study the marketing mix thoroughly Use real-life business examples in essays
Practice past questions regularly. You can visit http://www.Myschool.ng for an Online CBT Practice
Learn definitions and explanations clearly
Manage time properly during exams
Revise diagrams, tables, and marketing processes, Candidates are advised to always check the Official WAEC Portal https://www.waeconline.org.ng/ for Updated Information
