Marketing

Marketing is about how to best communicate the value of a product, service or brand to customers, buyers or consumers, for the purpose of eventually selling that product, service or brand.

Marketing

Course Title: Marketing

Course No: MGT409

Nature of the Course: Theory + Lab

Semester: 7

Full Marks: 60 + 40

Pass Marks: 24 + 16

Credit Hours: 3

Course Description

The course includes topics that help students to understand marketing process and environment, information systems and buyer behavior, segmentation, targeting, and positioning strategies, and decisions related to product, pricing, distribution and promotion

Course Objectives

The main objective of this course is to equip students with knowledge and skills of marketing

Course Contents

1. Introduction

6 hrs

1.1. Core Concepts, Marketing Process

1.2. Selling vs. Marketing Concepts

1.3. Marketing Mix (4Ps)

2. Understanding Marketing Environment

4 hrs

2.1. Micro/Macro Environment factors

2.2. Reactive and Proactive Marketing in Nepal

3. Marketing Information System

4 hrs

3.1. Concept, Components

3.2. Research Process

4. Buyer Behavior

6 hrs

4.1. Consumer Behavior Model, Buying Process

4.2. Business Buyer Behavior factors

5. Segmentation, Targeting and Positioning Strategies

4 hrs

5.1. Market Segmentation process

5.2. Targeting, Positioning types

6. Product Decisions

8 hrs

6.1. Levels, Classifications

6.2. Product Life Cycle (PLC)

6.3. Branding, Packaging

7. Pricing Decisions

4 hrs

7.1. Factors affecting pricing

7.2. Approaches

Cost/Value/Competition based

7.3. Pricing in Nepal

8. Distribution Decisions

4 hrs

8.1. Channel Designs

8.2. Logistics

Transportation, Inventory

8.3. Practices in Nepal

9. Promotion Decisions

5 hrs

9.1. Promotion Mix

Advertising, Personal Selling, Sales Promotion, PR

9.2. Practices in Nepal

Notes:

This syllabus follows the official BIT curriculum of Tribhuvan University. In case of any doubt or revision, the university’s published syllabus shall be considered authoritative.

Marketing

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Marketing

Course Description

Course Objectives

Course Contents

Notes: