Promotion and communication process

Promotion and communication process

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Services Marketing (MKT 254)

Unit 7: Promotion Strategies for Services

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of promotion and communication process.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Meaning and objective of promotion for service product
• Communication process for service product

Detailed Microsyllabus

1. Promotion objectives

   1. Explain awareness, understanding, trust and response objectives.
   2. Connect promotion with the service promise.
   3. Define target audience and desired communication result.

2. Communication process

   1. Identify sender, message, channel, receiver and feedback.
   2. Explain encoding, decoding and noise.
   3. Consider service intangibility and credibility in communication.

3. Application

   1. Develop a communication brief for a defined service.
   2. Select evidence and message elements appropriate to the audience.
   3. Evaluate comprehension and response.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 109–111.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.