Promotion mix and selection

Promotion mix and selection

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 mix and selection.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Promotion mix for service product
• Selection strategies for selecting the promotion mix

Detailed Microsyllabus

1. Promotion mix

   1. Explain advertising, personal selling, sales promotion and public relations.
   2. Consider direct and relevant digital communication methods.
   3. Assess employee and customer communication contributions.

2. Selection strategy

   1. Match methods to objectives, audience and buying process.
   2. Consider resources, service complexity and credibility.
   3. Coordinate methods and timing.

3. Evaluation

   1. Prepare a justified mix for a defined service.
   2. Select suitable performance measures.
   3. Revise the mix based on evidence.

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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.