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Fundamentals of Marketing
Fundamentals of Marketing: syllabus and study notes
9
units
38
topics
Unit 1
Introduction
Marketing and customer needs
Marketing orientations
Customer relationship management
Customer engagement and value
Marketing mix
Unit 2
Marketing Environment
Environmental foundations
Microenvironment
Macroenvironment
Unit 3
Managing Marketing Information
Information systems and needs
Information development and use
Research and Nepalese MIS
Unit 4
Understanding Buyer's Behaviors
Consumer markets and behavior
Business markets and behavior
Digital business buying
Unit 5
Market Segmentation, Targeting, Differentiation and Positioning
Segmentation foundations
Consumer segmentation
Business segmentation
International segmentation
Market targeting
Differentiation, positioning and Nepal
Unit 6
Product, Service and Brands
Products and classifications
Product decisions
Services
Brand building
New products and life cycle
Unit 7
Pricing
Price and value-based pricing
Cost and competition-based pricing
Pricing determinants
Unit 8
Marketing Channels
Channel foundations and design
Retailing and wholesaling
Channel members
Logistics and supply chain
Nepalese distribution
Unit 9
Promotion Decision
Promotion and communication
Advertising and sales promotion
Personal selling and public relations
Digital and experiential promotion
Integrated communication and Nepal