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Marketing Management syllabus

MKT 51110 units · 43 topicsAcademic year 2083/84
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Marketing Management

10 units

1. Introduction LH 6

  1. Definition of Marketing and Core Marketing Concepts
    1. Definition of Marketing and Core Marketing Concepts
  2. Company Orientation Towards the Market Place
    1. Company Orientation Towards the Market Place
  3. Customer Value, Satisfaction and Creating Long Tern Loyalty Relationship
    1. Customer Value, Satisfaction and Creating Long Tern Loyalty Relationship
  4. Concept of Marketing Management
    1. Concept of Marketing Management
  5. Marketing Management Process
    1. Marketing Management Process

2. Marketing Opportunity Analysis LH 6

  1. Macro Environmental Trend and forces
    1. Macro Environmental Trend and forces
  2. Corporate and Division Strategic Planning, Business Unit Strategic Planning
    1. Corporate and Division Strategic Planning, Business Unit Strategic Planning
  3. Assigning Resources to SBUs
    1. Assigning Resources to SBUs: SBU Model, BCG Model and GE Model
  4. Nature and Contents of a Marketing Plan
    1. Nature and Contents of a Marketing Plan

3. Marketing Information System and Demand Measurement LH 6

  1. Marketing Information System and its Components
    1. Marketing Information System and its Components
  2. Marketing Research
    1. Marketing Research: Areas and Process
  3. Market Demand and Its Measurement
    1. Market Demand and Its Measurement
  4. Methods of Estimating Current and Future Market Demand
    1. Methods of Estimating Current and Future Market Demand
  5. Practice of Marketing Information System(MKIS) in Nepal
    1. Practice of Marketing Information System(MKIS) in Nepal

4. Identifying Market Segment, Target and Position Strategies LH 6

  1. Bases for Consumer and Industrial Market Segmentation
    1. Bases for Consumer and Industrial Market Segmentation
  2. Process of Market Segmentation
    1. Process of Market Segmentation
  3. Evaluation and Selection of Target Market
    1. Evaluation and Selection of Target Market
  4. Developing Positioning Strategies
    1. Developing Positioning Strategies
  5. Market Segmentation Practices in Nepal
    1. Market Segmentation Practices in Nepal

5. Competitors Analysis LH 4

  1. Concept of Competition
    1. Concept of Competition
  2. Key Competitor Analysis
    1. Key Competitor Analysis
  3. Competitive Strategies for Market Leader
    1. Competitive Strategies for Market Leader
  4. Competitors Analysis in Nepal
    1. Competitors Analysis in Nepal

6. Implementation of Marketing Program: Product Strategies LH 8

  1. Concepts and Types of New Products
    1. Concepts and Types of New Products
  2. New Product Development Process
    1. New Product Development Process
  3. Product Line and Product Mix Strategies
    1. Product Line and Product Mix Strategies
  4. Brand Positioning, Branding Policies and Strategies
    1. Brand Positioning, Branding Policies and Strategies
  5. Marketing Strategies in the Various Stages of Product Life Cycle
    1. Marketing Strategies in the Various Stages of Product Life Cycle
  6. Product and Branding Practice in Nepal
    1. Product and Branding Practice in Nepal

7. Implementation of Marketing Program: Pricing Strategies LH 4

  1. Objectives and Methods of Pricing
    1. Objectives and Methods of Pricing
  2. Developing Pricing Strategies and Program
    1. Developing Pricing Strategies and Program
  3. Pricing Practices in Nepal
    1. Pricing Practices in Nepal

8. Implementation of Marketing Program: Channel & Logistic Strategies LH 3

  1. Selection of Channel Design Decision
    1. Selection of Channel Design Decision
    2. Channel Dynamics
  2. Logistics Management Decisions
    1. Logistics Management Decisions
  3. Distribution System in Nepal
    1. Distribution System in Nepal

9. Implementation of Marketing Program: Integrated Marketing Communication

  1. Strategies LH 3
    1. Strategies LH 3
  2. Designing and Managing Integrated Marketing Communications
    1. Designing and Managing Integrated Marketing Communications
  3. Steps in Developing Effective Communication
    1. Steps in Developing Effective Communication
  4. Promotion Practices in Nepal
    1. Promotion Practices in Nepal

10. Evaluation and Control of Marketing LH 2

  1. Concept of Marketing Control
    1. Concept of Marketing Control
  2. Types of marketing Control
    1. Types of marketing Control
  3. Marketing Control in Nepal
    1. Marketing Control in Nepal
  4. Note
    1. Note: At least one case study should be conducted after the completion of each chapter.