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Fundamentals of Marketing syllabus

MKT 2019 units · 25 topicsAcademic year 2083/84
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Fundamentals of Marketing

9 units

1. Introduction (6 LHs)

  1. Meaning of marketing
    1. Meaning of marketing. Core concepts of marketing. Marketing process. Marketing management orientation - production
    2. product
    3. selling
    4. marketing
  2. Societal marketing concepts
    1. and societal marketing concepts. Meaning and components of the marketing mix for products and services.

2. Understanding Marketing Environment (6 LHs)

  1. Meaning of marketing environment
    1. Meaning of marketing environment
  2. Micro environment
    1. Micro environment: The company, suppliers, competitors, marketing intermediaries, publics, customers. Macro environment: demographic, economic, natural, technological, political, social, cultural environment
  3. Responding to the marketing environment
    1. Responding to the marketing environment: Reactive and proactive marketing. Marketing environment in Nepal.

3. Marketing Information System (4 LHs)

  1. Concept of marketing information system
    1. Concept of marketing information system. Components of the marketing information system. Marketing research process and areas of marketing research

4. Buyer Behavior (6 LHs)

  1. Meaning of buying behavior
    1. Meaning of buying behavior
  2. Model of consumer behavior
    1. model of consumer behavior
  3. Consumer buying process
    1. consumer buying process
  4. Factors influencing consumer behavior. Business buyer behavior
    1. factors influencing consumer behavior. Business buyer behavior: major types of buying situation
  5. Business buyer decision process
    1. business buyer decision process
  6. Factors influencing business buyer behavior
    1. factors influencing business buyer behavior.

5. Segmentation, Targeting and Positioning Strategies (5 LHs)

  1. Concept — Segmentation, Targeting and Positioning Strategies
    1. Concept, process, requirements of market segmentation. Bases for segmenting consumer and organizational markets. Segment evaluation, and selection. Concept and types of positioning
  2. Product positioning process
    1. product positioning process.

6. Product Decisions LH 8

  1. Concept and levels of the product
    1. Concept and levels of the product. Product classifications and marketing considerations. Product life cycle stages: features and strategies. New product development process. Branding strategies – branding objectives, types of brand, and concept of brand equity. Packaging: functions and levels of packaging
  2. Essentials of a good package. Product line and mix strategies. Service product strategies
    1. essentials of a good package. Product line and mix strategies. Service product strategies

7. Pricing Decisions (4 LHs)

  1. Concept of price and pricing. Factors affecting pricing decisions
    1. Concept of price and pricing. Factors affecting pricing decisions: Internal and external price factors. Pricing approaches-cost-based
  2. Value-based and competition- based approaches
    1. value-based and competition- based approaches. New product pricing decisions. Initiating and responding to price changes. Pricing practices in Nepal.

8. Distribution Decisions (4 LHs)

  1. Concept and objectives of distribution
    1. Concept and objectives of distribution
  2. Channel designs for consumer and industrial products
    1. channel designs for consumer and industrial products. Channel selection factors. Concept and components of marketing logistics: transportation
    2. warehousing
  3. Inventory management
    1. inventory management
    2. order processing
  4. Customer services decisions. distribution practices in nepal
    1. and customer services decisions. Distribution practices in Nepal.

9. Promotion Decisions (5 LHs)

  1. Concept and objectives of promotion
    1. Concept and objectives of promotion. Promotion mix components. Factors affecting determination of promotion mix. Advertising: Nature and objectives. Nature and process of personal selling. Nature and objectives of sales promotions. Sales promotion tools and techniques. Nature
  2. Tools of public relations. concept
    1. and tools of public relations. Concept
  3. Methods of direct marketing. promotion practices in nepal
    1. and methods of direct marketing. Promotion practices in Nepal.