Principles of Marketing
Course Title: Principles of Marketing
Code: MGT 124
Area of Study: Core
Credit Hour: 3
Course Objective: The objective of the course is to provide basic knowledge of the concept of Marketing and
introduce the basic principles underlying.
Unit I: INTRODUCTION: L.H.6
Concept and Importance of Marketing; Fundamental Concepts in Marketing: Needs, wants, demand,
products, offerings, value, cost satisfaction, exchange, transaction, relationship, market, segmentation,
target market, positioning, distribution channels, promotion, communication channels, supply chain,
marketing environment, etc.; Business-Oriented Marketing Concepts: Production concept, Product
concept, Selling concept, Modern Marketing concept, social concept, Holistic concept; Marketing
Process: concentration, equalization and dispersion; Marketing-Mix: concept, features, and importance;
UNIT II: UNDERSTANDING MARKETING ENVIRONMENT: L.H.5
Concept and features of marketing environment; Classification of marketing environment; micro and
macro; Marketing Environment in Nepal;
UNIT III: MARKET SEGMENTATION, TARGETING AND POSITIONING: L.H.5
Concept of market and market segmentation; Objectives and Need of market segmentation; Process of
market segmentation; Targeting the market: concept and types of target market, focusing marketing
program; Introduction to market positioning
UNIT IV: UNDERSTANDING BUYER’S BEHAVIOUR: L.H.6
Concept of buyer and buyer behavior; Importance of understanding buyer behavior; Consumer buying
decision: process and determinants; Organizational buying decision: process and determinants;
PURBANCHAL UNIVERSITY, Faculty of Management
Bachelor of Business Administration
UNIT V: PRODUCT DECISION: L.H.6
Concept, and classification of products; Types and features of consumer products; Types and features of
industrial products; Product life-cycle: concept and stages; New product: concept and development
process; Branding, packaging and labeling decisions;
UNIT VI: PRICING DECISION: L.H.4
Concept of price and pricing; Objectives of pricing; Methods of pricing; Pricing strategies;
UNIT VII: PROMOTION DECISION: L.H.8
Concept and objectives of promotion; Promotion mix and its components: advertising, publicity, sales
promotion, personal selling, public relations and relationship marketing; Advertising: concept, features,
types, and Medias; Publicity: concept and forms of publicity; Sales Promotion: concept and types;
Personal selling: concept, types and process of selling; Selection of Promotion mix; Integrated
UNIT VIII: DISTRIBUTION DECISION: L.H.8
Concept and objectives, and components of distribution decision; Methods of distribution: direct and
indirect; Direct marketing; concept and forms; Marketing channels and channel structure for consumer
goods and industrial goods; Role of marketing intermediaries; Selection of channel of distribution;
Physical distribution: concept and components;
1. Kotler and Armstrong, Principles of Marketing, Pearson/Prentice-Hall of India.
2. Stanton, Etzel and Walker, Fundamentals of Marketing, McGraw Hill.
3. Evans and Berman, marketing, Macmillan Publishing Company.
4. Rosenberg, Larry J., Marketing, Prentice-Hall.
5. Strauss, El-Ansary and Frost, E-Marketing, Pearson Education.
6. Zikmund and d’Amico, Marketing, John Wiley & Sons.
7. Shrestha, Shyam K., Fundamentals of Marketing, Asmita Publications, Kathmandu.
8. Agrawal, G. R., Fundamentals of Marketing in Nepal, M. K. Publishers.
9. Koirala, K. D., Fundamentals of Marketing, Kathmandu.