Fundamentals of Marketing syllabus

Fundamentals of Marketing

• 1 Introduction (6 LHs)

  • Marketing concepts, process and management orientations
  • Product and service marketing mix
• 2 Understanding Marketing Environment (6 LHs)

  • Micro environment: company, suppliers, competitors, intermediaries, publics and customers
  • Macro environment: demographic, economic, natural, technological, political and cultural
  • Reactive and proactive responses; Nepalese environment
• 3 Marketing Information System (4 LHs)

  • Marketing information system and components
  • Marketing research process and areas
• 4 Buyer Behavior (6 LHs)

  • Consumer-behavior model, buying process and determinants
  • Business buying situations, decisions and influences
• 5 Segmentation, Targeting and Positioning Strategies (5 LHs)

  • Segmentation processes and requirements
  • Consumer and organizational segmentation bases
  • Segment evaluation and selection
  • Positioning types and process
• 6 Product Decisions (8 LHs)

  • Product levels and classifications
  • Lifecycle stages and strategies
  • New-product development
  • Branding, brand equity and packaging
  • Product line/mix and service-product strategies
• 7 Pricing Decisions (4 LHs)

  • Internal and external price factors
  • Cost-, value- and competition-based pricing
  • New-product pricing and price changes
  • Nepalese pricing practices
• 8 Distribution Decisions (4 LHs)

  • Consumer and industrial channel design
  • Channel selection and logistics
  • Transport, warehousing, inventory, order processing and service
  • Nepalese distribution practices
• 9 Promotion Decisions (5 LHs)

  • Promotion mix and selection factors
  • Advertising and personal selling
  • Sales promotion and public relations
  • Direct marketing and Nepalese promotion practices