Principles of Marketing

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MKT 101.3 (Credit hours 3)

BBA, Third Year, Fifth Semester

Course Objectives:
This course aims to provide concepts and principles of marketing with a view to develop students’ skill in analyzing marketing opportunities and taking decisions in the key areas of the marketing mix.

Course Contents:
1. Introduction 4 hours
Meaning and core concepts of marketing. Marketing management concept: demand management and customer relationships. Marketing management cycle: analysis, planning, implementation and control. Marketing management philosophies: production, product, selling, marketing and societal marketing concepts. Marketing challenges in the new millennium.

2. Marketing Process and Environment 4 hours
Marketing process: targeting consumers and developing marketing mix. Marketing environment: micro and macro environmental factors affecting marketing.

3. Marketing Information System and Buyer Behavior 6 hours
Marketing information system: concept and components. Consumer behavior: buying process and determinants. Business buyer behavior: buying process and determinants.

4. Marketing Segmentation and Targeting 4 hours
Market segmentation: levels of market segmentation, bases for segmenting consumer and business markets. Market targeting: evaluation and selection of market segments. Positioning: concept and implementation

5. Product 9 hours
Concept and levels of product, Product classifications, Product life cycle, New product development process, Individual product decisions: product attributes, branding, packaging, labeling and product support services, Product line and mix decisions. Service marketing: nature and characteristics of service, service marketing strategies – service-profit chain, service differentiation, service quality, and service productivity,

6. Pricing 5 hours
Concept of price and pricing, Internal and external factors affecting price. Pricing approaches: cost-based, value-based, and competition-based pricing. New product pricing, Product mix pricing. Price adjustment strategies, Price changes: initiating and responding to price changes

7. Distribution 8 hours
Concept of distribution, Channel functions. Channel levels for consumer and business markets. Channel design decisions. Channel management decisions. Marketing logistics: nature, importance, and goals; major logistics functions; integrated logistics management.
8. Promotion 8 hours
The marketing communication process, The promotion mix strategy: push vs. pull strategies. Advertising: objectives and budgets, message and media selection. Personal selling: nature and importance. Relationship marketing, Sales promotion: objectives and tools. Public relations: nature and tools

Text Books:
1. Gary Armstrong and Philip Kotler: Marketing: An Introduction, Pearson Education Asia

Reference Books:
1. Kotler, Philip and G. Armstrong: Principles of Marketing, Prentice-Hall of India.
2. K.D.Koirala: Fundamentals of Marketing Decisions, M.K. Publishers.
3. Agrawal, Govind Ram: Marketing in Nepal, Educational Enterprises (P) Ltd.