We have the BBS 3rd Year Marketing Syllabus PDF. Fundamentals of marketing is one of the subjects of the BBS third year that has an impact on human behaviours.
BBS 3rd Year Marketing Syllabus PDF
Following are the BBS 3rd Year Marketing Syllabus PDF.
MGT 214: Fundamentals of Marketing
Full Marks: 100 Lecture Hours: 150 Pass Marks: 35
Course Objectives
This course aims at developing knowledge and skills in students in analyzing issues concerning major decision-making areas of marketing. It also aims to provide students with effective tools, techniques, and practical skills in marketing goods, services, and ideas. Besides this, an attempt has been made to familiarize the students with the marketing practices in Nepal.
Course Description
This course contains an introduction to marketing, understanding the marketplace and customer needs, managing customer relationships, analyzing the marketing environment, managing marketing information, understanding buyer behavior, market segmentation, targeting, and positioning, product decision, pricing decision, promotion decision, distribution decision, and marketing practice in Nepal.
Learning Outcomes
On the completion of this course, students will be able to:
- learn the basic concepts of marketing and understand the marketing strategy and the effect of the marketing environment in business.
- Create value for customers and build a relationship with them to win customer trust and confidence.
- Demonstrate the ability to apply market segmentation, targeting, and positioning to win in the competitive marketplace.
- Identify the importance of pricing and learn the distribution system to deliver the product to the customer.
- Know about the marketing communication tools and integrated marketing communication
Unit 1: Introduction 20 LHs
- Meaning and definition of marketing.
- Understanding the marketplace and customer needs (customer needs, wants, and demand, market offerings-products, services, experience, customer value and satisfaction, exchange, and relationship).
- Marketing orientation: the production concept, the product concept, the selling concept, the marketing concept, and the societal marketing concept.
- Managing customer relationships and capturing customer value: engaging customers and managing customer relationships.
- Customer relationship management: customer satisfaction, customer relationship level, and tools.
- Customer engagement and today’s digital and social media; Consumer-generated marketing; Capturing value from customers.
- Creating customer loyalty and retention; Creating customer loyalty and retention; The marketing mix and its components.
Unit 2: Marketing Environment (Analyzing the Marketing Environment) 16 LHs
Contents:
- Meaning of marketing environment: Types of marketing environment.
- Micro environment: company, suppliers, marketing intermediaries, competitors.
- Public and customers; The macro environment: the demographic environment, the economic environment, the natural environment, the political and social environment, and the technological environment.
Unit 3 Managing Marketing Information 12 LHs
- Introduction of marketing information; Marketing Information System.
- Assessing Information Needs.
- Developing marketing information: internal databases, Marketing intelligence, marketing research, analyzing and using information.
- Marketing research – Marketing Research Process and International Marketing Research.
- Marketing information system in Nepal.
Unit 4: Understanding Buyer’s Behaviors 20 LHs
Contents
- Meaning of Consumer Market and Buying Behavior.
- Model of Consumer Buying Behavior.
- Characteristics affecting consumer behavior.
- The buying decision process: Meaning of business market and business buyer behavior.
- Model of business buyer behavior.
- Participant in the business buying process.
- Major influences on business buyers: buying style.
- Decision Process of Business Buyer.
- Engaging Business Buyers with Digital and Social Marketing: e- procurement and online purchasing.
- Business to business digital and social media marketing.
Unit 5: Market Segmentation, Targeting, Differentiation and Positioning 18 LHs
Contents
- Concept of Market Segmentation.
- Segmenting Consumer Market: geographic segmentation, demographic segmentation, psychographic segmentation, and behavioral segmentation.
- Segmenting Business Markets: geographic, demographic, operating characteristics, purchasing approaches, situational factors, and personal characteristics.
- Segmenting the International Market: geographic location, economic factors, political and legal factors, and cultural factors.
- Requirements for Effective Segmentation: market targeting, evaluating market segment; Selecting Target Market Segment.
- Mass or undifferentiated marketing, segmented marketing- differential marketing, niche or concentrated marketing, micro marketing- local marketing- individual marketing.
- Choosing a Targeting Strategy.
- Differentiation and Positioning, and Market Segmentation in Nepal.
Unit 6: Product, Service, and Brands 18 LHs
Contents
- Meaning of Products and Services.
- Level of Product and Services; Product and Service Classification: consumer products, industrial products.
- Product and Service Decision: product quality, features, product style and design, branding, packaging, labeling and logos, product support services, product line decision, product mix decision.
- Services Marketing: the nature and characteristics of a service; Marketing Strategies for service firms.
- Branding Strategy- Building strong brands: brand equity and brand value, brand positioning.
- Developing New Products: new product, the new product development process, and product life- cycle.
Unit 7: Pricing 10 LHs
Contents
- Meaning of price.
- Major pricing strategies: customer value-based pricing, good value pricing, value-added pricing.
- Other pricing strategies: cost-based pricing, cost plus pricing, breakeven analysis pricing, target profit pricing, and competition-based pricing.
- Internal and external considerations affecting price decisions.
Unit 8: Marketing Channels 18 LHs
- The nature and importance of marketing.
- Channel design decisions: Retailing and wholesaling.
- Retailing trends and development in wholesaling.
- Types of wholesalers: Channel management decisions.
- Selecting channel members, managing and motivating channel members, and evaluating channel members.
- Marketing logistics and supply chain management: nature and importance of marketing logistics.
- Major logistics functions: transportation, warehousing, order processing, inventory management, customer service, and Distribution in Nepal.
Unit 9: Promotion Decision 18 LHs
Contents
- Concept and objectives of promotion.
- Marketing communication process and system communication mix.
- Advertising: concepts and objectives, Sales promotion: concepts, objectives, tools and techniques.
- Personal selling: concepts and relevance of personal selling; Publicity: concepts and objectives.
- Public relations: concepts and objectives; Online and social media.
- Events and experience: The need for integrated marketing communications.
- Selecting marketing communication mix or promotion mix, and Communication in Nepal.
Suggested Readings
- Kotler, P., Armstrong, G., Agnihotri, P. (2018), Principles of marketing, India, 17th Edition, Pearson.
- Evans and Burma, Marketing, India, McGraw-Hill Publishing Company.
- Stanton, Etzel, and Walker, Fundamentals of Marketing, India, McGraw-Hill.
Hence, these are the BBS 3rd Year Marketing Syllabus PDF.
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