Course Description : This foundation course on marketing deals with the operation of marketing functions in a dynamic and competitive environment. It deals comprehensively with issues of emerging marketing practices and challenges. The course includes topics that help students to understand the marketing process and environment, information systems and buyer behavior, segmentation, targeting, positioning strategies, and strategies related to marketing mix variables.

Course Objective : This course aims to build students' understanding of the marketing process and principles and inculcate basic skills to analyze marketing decision situations.

Course Contents:

Text Books:

• Kotler, Philip, Gary Armstrong, Prafulla Agnihotri, and Ehsan ul Haque. Principles of Marketing: South Asian Perspective. Prentice Hall of India, New Delhi, India.
• Baines, Paul, Chris Fill and Kelly Page. Essentials of Marketing. Oxford University Press, New Delhi, India.

Reference Books:

• Koirala, K.D. Fundamentals of Marketing, M.K. Publishers and Distributors, Kathmandu, Nepal.
• Kamarulzaman, Yusniza and Nor Khalidah Abu. Principles of Marketing, Oxford University Press, New Delhi, India.