Sales and Marketing syllabus

Sales and Marketing

• 1 Introduction (6 LHs)

  • Meaning of marketing and Core concepts of marketing
  • Marketing process
  • Marketing management orientation
  • Marketing mix
• 2 Understanding Marketing Environment (4 LHs)

  • Micro environment
  • Macro environment
  • Reactive and proactive marketing
  • Marketing environment in Nepal
• 3 Marketing Information System (4 LHs)

  • Data and information
  • Internal record system, marketing intelligence, decision support system and marketing research
  • Marketing research process and areas
• 4 Buyer Behavior (6 LHs)

  • Stimulus-Response Model, Sheth-Family decision making model and Engel Kollat Blackwell Model
  • Consumer buying process and factors influencing consumer behavior
  • Business buyer decision process and influencing factors
• 5 Segmentation, Targeting and Positioning Strategies (4 LHs)

  • Market segmentation concept, process and requirements
  • Consumer and organizational market segments
  • Target market evaluation and selection
  • Product positioning process
• 6 Product Decisions (8 LHs)

  • Product levels and classifications
  • Product life cycle
  • New product development process
  • Branding strategies
  • Product line and mix strategies
  • Service product strategies
• 7 Pricing Decisions (4 LHs)

  • Internal and external price factors
  • Cost-based, value-based and competition-based pricing
  • New product pricing and price changes
  • Penetration, premium, bundling, seasonal and dynamic pricing
• 8 Distribution Decisions (4 LHs)

  • Distribution channel designs and selection factors
  • Marketing logistics
  • Hospitality distribution channel and value delivery network
  • Emerging distribution channel in hospitality industry
• 9 Promotion Decisions (5 LHs)

  • Promotion mix components
  • Advertising and personal selling
  • Sales promotion tools and techniques
  • Public relations and direct marketing
  • Promotion practices in Nepal