Credit : 3, Lecture Hours: 48
Marketing Management Syllabus | MBS First Semester
Course Objectives
The objective of this course is to provide students with broad knowledge and skill to take opportunities in the changing environment of marketing. It also enables them to make decisions in the area of marketing management.
Course Description
This course deals with the management aspects of marketing. It includes a study of the marketing system and organization, environment and segment analysis, information system, demand analysis, buyer analysis, competitor analysis, strategic marketing planning, implementation of the marketing program, and marketing control.
Course Details
Unit 1: Introduction (LH 6)
Definition of Marketing and Core Marketing Concepts, Company Orientation Towards the Market Place, Customer Value, Satisfaction and Creating Long-term Loyalty Relationship, Concept of Marketing Management, Marketing Management Process.
Unit 2: Marketing Opportunity Analysis (LH 6)
Macro Environmental Trend and Forces, Corporate and Division Strategic Planning, Business Unit Strategic Planning, Assigning Resources to SBUS: SBU Model, BCG Model and GE Model, Nature and Contents of a Marketing Plan.
Unit 3: Marketing Information System and Demand Measurement (LH 6)
Marketing Information System and its Components, Marketing Research: Areas and Process, Market Demand and its Measurement, Method of Estimating Current and Future Market Demand, Practice of Marketing Information System (MKIS) in Nepal.
Unit 4: Identifying Market Segment, Target, and Position Strategies (LH 6)
Bases for Consumer and Industrial Market Segmentation, Process of Market Segmentation, Evaluation and Selection of Target Market, Developing Positioning Strategies, and Market Segmentation Practices in Nepal.
Unit 5: Competitors Analysis (LH 4)
Concept of Competition, Key Competitor Analysis, Competitive Strategies for Market Leader, Competitors Analysis in Nepal.
Unit 6: Implementation of Marketing Program: Product Strategies (LH 8)
Concepts and Types of New Products, New Product Development Process, Product Line and Product Mix Strategies, Brand Positioning, Branding Policies and Strategies, Marketing Strategies in the Various Stages of Product Life-Cycle, Product and Branding Practice in Nepal.
Unit 7: Implementation of Marketing Program: Pricing Strategies (LH 4)
Objectives and Methods of Pricing, Developing Pricing Strategies and Program, Pricing Practices in Nepal.
Unit 8: Implementation of Marketing Program: Channel & Logistic Strategies (LH 3)
Selection of Channel Design Decisions, Channel Dynamics, Logistics Management Decisions, and Distribution System in Nepal.
Unit 9: Implementation of Marketing Program: Integrated Marketing Communication Strategies (LH 3)
Designing and Managing Integrated Marketing Communications, Steps in Developing Effective Communication, Promotion Practices in Nepal.
Unit 10: Evaluation and Control of Marketing (LH 2)
Concepts of Marketing Control, Types of Marketing Control, Marketing Control in Nepal. Note: At least one case study should be conducted after the completion of each chapter.
