Tribhuvan University
Faculty of Management
Office of the Dean
Bachelor of Hotel Management (BHM)
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 Objective
:The main objective of this course is to equip students with knowledge and skills of sales and marketing. 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 Contents:
Lecture hours show the approximate classroom time allocated to each unit.
Unit 1. Introduction
- Meaning of marketing. Core concepts of marketing. Marketing process. Marketing management orientation - production, product, selling, marketing, and societal marketing concepts. Meaning and components of the marketing mix.
Unit 2. Understanding Marketing Environment
- Meaning of marketing environment
- Micro environment: The company, suppliers, competitors, marketing intermediaries, publics, customers. Macro environment: demographic, economic, natural, technological, political, social, cultural environment
- Responding to the marketing environment: Reactive and proactive marketing. Marketing environment in Nepal.
Unit 3. Marketing Information System
- Concept of marketing information system. Concept of data and information and its importance.
- Components of the marketing information system : Internal record system, marketing intelligence, decision support system and marketing research. Marketing research process and areas of marketing research
Unit 4. Buyer Behavior
- Meaning of buying behav ior, model of consumer behavior : Stimulus -Response Model (19 67), Sheth-Family decision making model (1967) , Engel Kollat Blackwell Model (1968). consumer buying process, factors influencing consumer behavior. Business buyer behavior: business buyer decision process, factors influencing business buyer behavior.
Unit 5. Segmentation, Targeting and Positioning Strategies
- Concept, process, requi rements of market segmentation. Bases for segmenting consumer and organizational markets. Segment evaluation and selection of target markets. Concept and types of positioning
- product positioning process.
Unit 6. Product Decisions
- Concept and levels of the product. Product classifications and marketing considerations. Product life cycle stages: features and strategies. New product development process. Branding strategies – branding objectives, types of brands. Product line and mix strategies. Service product strategies
Unit 7. Pricing Decisions
- Concept of price and pricing. Factors affecting pricing decisions: Internal and external price factors. Pricing approaches -cost-based, value -based and competition - based approaches. New product pricing de cisions. Initiating and responding to price changes. Penetration pricing, premium pricing, bundling pricing, seasonal pricing, dynamic pricing etc.
Unit 8. Distribution Decisions
- Concept and objectives of distribution, channel designs for consumer and industrial products.
- Channel selection factors. Concept and components of marketing logistics: transportation, warehousing, inventory management, order processing, and customer serv ices decisions.
- Hospitality distribution channel, value delivery network, Role of specialist in distribution.
- Emerging distribution channel in hospitality industry.
Unit 9. Promotion Decisions
- Concept and objectives of promotion. Promotion mix components. Factors affecting determination of promotion mix. Advertising: Nature and objectives. Nature and process of personal selling.
- Nature and objectives of sales promotions. Sales promotion tools and techniques. Nature and tools of public relations. Concept and methods of direct marketing. Promotion practices in Nepal.
Suggested Readings:
Book Kotler and Armstrong, Principles of Marketing, Prentice Hall of India, New Delhi, India. Reference Book Stanton, Etzel and Walker, Marketing, McGraw Hill, New Delhi, India.