Fundamentals of Marketing syllabus

Fundamentals of Marketing

• 1 Introduction (6 LHs)

  • Meaning and Philosophies of Marketing
  • Marketing Management and 21st-century Challenges
  • Relationship, Green, and E-marketing
  • Marketing Mix for Products and Services
• 2 Marketing Environment (4 LHs)

  • Micro and Macro Marketing Environments
  • Reactive and Proactive Marketing
  • Marketing Environment in Nepal
• 3 Marketing Information System and Buyer Behavior (4 LHs)

  • Information for Marketing Decisions
  • Marketing Information System
  • Marketing Research Areas and Process
• 4 Buyer Behavior (6 LHs)

  • Organizational Buyer Behavior
  • Consumer Buying Process and Influences
  • Consumer Movements and Protection
• 5 Segmentation, Targeting and Positioning Strategies (4 LHs)

  • Segmentation Concepts, Process, and Bases
  • Segment Evaluation and Selection
  • Positioning Types and Process
• 6 Product Decisions (8 LHs)

  • Product Levels, Classification, and Life Cycle
  • New Product Development
  • Branding and Brand Equity
  • Packaging, Product Line, and Product Mix
  • Service Product Strategies
• 7 Pricing Decisions (6 LHs)

  • Price Concepts and Factors
  • Cost-, Demand-, Value-, and Competition-based Pricing
  • New Product Pricing and Price Lining
  • Price Adjustments and Changes
• 8 Distribution Decisions (4 LHs)

  • Distribution Objectives and Channel Functions
  • Channel Design, Selection, and Conflict
  • Marketing Logistics Functions
• 9 Promotion Decisions (6 LHs)

  • Promotion and Marketing Communication
  • Promotion Mix and Determination
  • Advertising, Personal Selling, and Sales Promotions
  • Public Relations and Direct Marketing