Marketing Management syllabus

Marketing Management

• 1 Introduction (10 LH)

  • Concept and meaning of marketing
  • Core concept and development of marketing
  • Importance of marketing
  • Marketing management in Travel and Tourism
  • Marketing mix and its importance
• 2 Market Segmentation and Target Market (8 LH)

  • Concepts of segmentation and target market
  • Requirements and process of market segmentation
  • Determinants of market segmentation
  • Positioning strategy for Travel and Tourism Market
• 3 Marketing Environment (6 LH)

  • Types of marketing environment
  • SWOT Analysis and opportunity Audit
  • Marketing strategy formulation and implementation
  • Problems and prospects of marketing environment in Nepal
• 4 Buyer Behavior and Marketing Information System (8 LH)

  • Concept and types of buyer's behavior
  • Consumer and industrial buyer processes
  • Determinants of consumer behavior
  • Concept and components of MKIS
• 5 Marketing Strategy (10 LH)

  • New product development: concept, types and process
  • Pricing strategies
  • Distribution intermediaries and their role
  • Promotion mix: concept, objectives and types
  • Physical service Cape in Travel and Tourism
• 6 Service Marketing and Relationship Marketing (6 LH)

  • Concept and characteristics of service marketing
  • Service encounters
  • Service quality Gap
  • Relationship marketing: concept, goals and levels