MKT 250: Fundamentals of Selling

(Marketing specialization BBS 4th Year)

Lecture Hours: 150

Full Marks: 100

Pass Marks: 35

Course Objective
This course aims to provide knowledge to the students about effective techniques of selling and
developing practical skills in the selling job. An additional attempt has been made to familiarize the
students with the sales force management technique.
Course Description
This course contains introduction, understanding sales process, communication and transactional analysis
in sales job, buyer behaviour and buying process, building future sales and customers relations, managing
sales force in the organization, arrangement of sales territories, arrangement of sales quotas, international
sales, evaluating, supervising and controlling sales and sales personnel
Unit 1: Introduction
LH 17
Nature and meaning of selling; Marketing concept and selling; Role of selling in society and in
firm; Duties of a sales representative; Types of sales job; Essential knowledge for successful
selling; Qualifications for success in sales job; Theoretical basis of sales job the AIDAS
approach, the RIGHT SET OF CIRCUMSTANCES approach, the BUYING FORMULA approach,
and the BEHAVIORAL EQUATION approach.
Unit 2: Understanding Sales Process
LH 17
Pre-sale preparations; Prospecting and qualifying potential customers; Pre-approach planning;
Approaching the prospects; Sales presentation and product demonstration; Handling customers
objections; Closing the sales; Follow-up Action.
Unit 3: Communication & Transactional Analysis in Sales Job
LH 13
Meaning and process of communications; Two-way communications: listening and questioning;
Verbal and non-verbal communications; Transactional analysis concept and methods of
analysis; Hooking the adult; Role of Communications in Selling Job; Factors affecting effective
communication.
Unit 4: Buyer Behaviour and Buying Process
LH 13
Meaning of buyer Behavior; Types of buyers Individual buyer and Industrial buyer; Individual
Buying process; Factors affecting the buying decisions; Organizational buying process;
Collecting information about buyers; Customer care and satisfaction.
Unit 5: Building Future Sales and Customers Relations
LH 15
Developing goodwill meaning and importance; Methods of establishing goodwill; Analyzing
the types of customers and their characteristics; Methods of improving relations with the nonbuyers; Understanding the nature of after-sale or post-sales services to the customers
knowledge about the use of product, adequacy of product information, need for help and nature of
services by the customer, and understanding the promises (warranty and guarantee); Handling
customer complaints need for handling customers complaint and methods of handling customer
complaints.

Unit 6: Managing Sales force in the Organization

LH 15
Meaning and tasks of sales force management; Designing the sales force; Recruitment and
selection of sales force; Challenges in sales force selection; Training the sales force;
Remunerating/compensating the sales force; Directing and motivating the sales force.
Unit 7: Arrangement of Sales Territories
LH 11
Meaning of sales territory; Need for establishing sales territories; Reasons for not having sales
territories; Elements of territory management: establishing sales quota, account analysis,
developing account objectives and sales quotas, territory-time allocation, customer sales
planning, scheduling and routing, territory and customer evaluation.
Unit 8: Arrangement of Sales Quotas
LH 11
Meaning and objective of sales quotas; Types of sales quotas; Methods of setting sales quotas;
Problems of establishing sales quotas.
Unit 9: International Sales
LH 13
Introduction; Sales opportunities abroad; Identifying buyers in foreign markets; Methods of
selling in foreign markets; Difficulties in selling abroad; Major tools in international sales:
Internet marketing/e-marketing, referral marketing, and direct marketing.
Unit 10: Evaluating, Supervising and Controlling Sales and Sales Personnel
LH 15
Meaning and need of sales evaluation, supervision and control; Process of sales control;
Controlling sales personnel through supervision; Tools of sales control and analysis Sales audit,
Market audit, Sales force expense analysis; Methods of measuring sales organization
effectiveness sales analysis, marketing cost analysis, classification of marketing expenses,
credit control, market share analysis, budgetary control, ratio analysis, management objectives
(MBO)

Project Work
LH 10
After the completion of fourth year concentration classes the students shall have to prepare and
submit a project work in the area they have specialized. The subject teachers have to discuss with
students on possible topics of the project work, availability and sources of literature, availability
of data, data collection methods, appropriate tools of data analysis, etc relevant to the subject
within 10 lecture hours.
Basic Books
Pedarson, Carton A., Wright, M. D., and Wright, B. A., Selling: Principles and Methods, Richard D.
Irwin.
Cooper, Simon, Selling: Principles, Practice and management, Pitman Publishing, London.
Reference Books
Shrestha, Shyam K., Fundamentals of Selling, Book Palace, Kathmandu.
Futrell, Charles, ABCs of Selling, RichardD. Irwin Inc. Homewood, Delhi.
Still, Richard R., Cundiff, Edward W., Bovoni, and Norman, A. P., Sales Management: Decisions,
Strategies and Cases, Prentice hall of India, New Delhi.
Sharma, G. R., Fundamentals of Selling, Taleju Prakashan, Kathmandu.

MKT 251: Customer Relationship Management

(BBS-IV Marketing Specialization)
Full Marks: 100
Pass Marks: 35

Lecture Hours: 150

Course Objective
This course aims at providing fundamental knowledge to the students about the customer relationship
management and develops skill on automating and improving the business processes associated with
managing customer relationships in the areas of sales, marketing, customer-service and support. This
course also helps them in acquiring, developing and retaining the satisfied loyal customers; achieving
profitable growth, and creating economic value in a companys brand.
Course Description
This course contains introduction, customer care and delighting customers, building customer loyalty,
customer retention, measuring customer satisfaction, customer service planning, implementation of
customer relationship management system, customer data management and warehousing , CRM practices
in Nepal.

Course Details
Unit 1: Introduction
LH 20
Concept of CRM; Reasons for Customer Relationship Management; CRM in Marketing; Value of
Customer Relationship Management to organization and customer; Types of Customer
Relationship Management; Various Aspects of CRM; Stages of CRM Strategy.
Unit 2: Customer care and delighting customers
Concept of Customer Care and Delighting Customers; Customer Value and
Customer Care and Delighting Programs.

LH 15
Expectations;

Unit 3: Building customer loyalty

LH 10
Concept and Importance; Factors Affecting Customer Loyalty; Attitudinal and Behavioral
Components of Loyalty.
Unit 4: Customer retention
LH 15
Concept and Importance; Analysis of Customer Life Cycle; Reasons for Lost Customers;
Customer Retention Strategies; Management of Customer Complaints.
Unit 5: Measuring customer satisfaction
LH 20
Concept of Customer Satisfaction; Reasons for Measuring Customer Satisfaction; Benefits of
Measuring Customer Satisfaction; The Costs of Poor Service and Poor Quality; Conducting
Customer Satisfaction Survey; Triangular Relationship in Customer Satisfaction Customer
Satisfaction, Employee Satisfaction and Company Management Satisfaction; Tools and
Techniques of Measuring Customer Satisfaction.

Unit 6: Customer service planning

LH 20
Concept of Customer Service; Cost and Value of Customer Service; Developing Customer
Service Strategy; Monitoring and Controlling Customer Service Strategy ; Managing Customer
Service and Total Service Quality .
Unit 7: Implementation of customer relationship management system
LH 15
Concept of Implementing CRM System; Considerations in CRM Implementation; Potential
Problems in CRM Implementation; Avoiding the Problems of CRM Implementation; Steps in
CRM Implementation.
Unit 8: Customer data management and warehousing
LH 18
Information Technology and CRM; Sources of Customer Data Internal and External Sources;
Tools and Techniques of Data Collection Publications, Internet, marketing intelligence system,
etc.; Concept and Components of Data Warehouse large reservoir, business dimensions, and
easy retrieval; Steps in Data Warehousing;
Unit 9: CRM practices in Nepal
LH 15
Evolution of CRM; The Global Dimension of CRM; Implementation of CRM System In Nepalese
Enterprises; The Future of CRM System; Project work need to be assigned to students.

Project Work
LH 10
After the completion of fourth year concentration classes the students shall have to prepare and
submit a project work in the area they have specialized. The subject teachers have to discuss with
students on possible topics of the project work, availability and sources of literature, availability
of data, data collection methods, appropriate tools of data analysis, etc relevant to the subject
within 10 lecture hours.

Suggested Books
Anderson, Kristin and Carol Kerr Customer Relationship Management McGraw-Hill, New York, USA.
Bhat, K. Govind Customer Relationship management Himalaya Publishing House, Mumbai-New Delhi, India.
Sharp, E. Duane Customer Relationship Management handbook Auarbach Publications, London, New York.
Graham Roberts-Phelps Customer Relationship Management (How to turn a good business into a great one!)
Thorogood Publications, London.
Zikmund, William G., Raymond McLeod, and Faye W. Gilbert Customer Relationship Management John
Wiley & sons (Asia) Pte. Ltd., Singapore.

MKT 252: Foreign Trade & Export Management in Nepal

(Marketing Specialization BBS 4 yr Program)

Lecture Hours: 150

Full Marks: 100

Pass Marks: 35

Course Objective
This course aims at providing basic understanding of the theories, processes and components of foreign
trade and export management. In addition, this course also aims to impart practical knowledge of the
operational aspects of export, import and transit management in Nepal.
Course Description
This course contains introduction, commercial and industrial policy, balance of payments and adjustment,
export promotion through EPZ and SEZ, export procedure and documentation , export finance, transit
System and its arrangements in Nepal , role of regional economic cooperation & international
organizations in Nepals foreign trade.
Course Details
Unit 1: Introduction
LH 15
Nature of Nepals Foreign Trade; Import and Export Structure of Nepal; Diversification of
Nepals Trade; Role of foreign trade in economic development of the country; Nepal in the
Global Trade.
Unit 2: Commercial and Industrial Policy
LH 18
Introduction; Free Trade vs. Protectionism; Trade Barriers: Tariff and Non-tariff Barriers; Nature
and Components of Commercial policy of Nepal; Provisions of Nepals Commercial Policy; Role
of trade and industrial policy in export promotion.
Unit 3: Balance of Payments and Adjustment
LH 19
Nature and Components of Balance of Payments; Review of Nepals Balance of Trade and
Balance of Payments Situation; Reasons for Widening Gap between Import and Export; Problems
of Export Trade of Nepal; Governments Efforts in bridging Gap between Import and Export;
Efforts of Private Sector for Export Promotion; Import Control Measures in Nepal.
Unit 4: Export promotion through EPZ and SEZ
LH 19
Concept and Need of Export Processing Zones (EPZ) and Special Economic Zones (SEZ);
Development of SEZs in Asian Countries; Development of SEZ in Nepal; Governments Policy
regarding SEZ.
Unit 5: Export Procedure and Documentation
LH 17
Preliminary Requirements in Export Executions; Stages in Export Procedure; Export Procedure in
Nepal; Requirement of Export Documents; Export Custom Points in Nepal; Products Banned for
Export in Nepal.

Unit 6: Export Finance

LH 14
Concept and Types of Export Finance; Need of Export Finance; Pre-shipment Finance concept
and types ; Post-shipment Finance concept and types; Export Credit and Financing in Nepal ;
Methods of Export Payment; Market Study is needed.
Unit 7: Transit System and its Arrangements in Nepal
LH 19
Land-locked Character and Nature of Transit problems; Land-locked Countries of the World and
their Transit Trade Situation; Cost of Transit problems; An Overview of Nepals Trade and Transit
Arrangements; Nepals Trade and Transit Agreements with Neighboring Countries; Nepals Trade
and Transit Arrangements with India, Bangladesh and China.
Unit 8: Role of Regional Economic Cooperation & International Organizations in Nepals Foreign
Trade LH 19
Concept and Need of Regional Economic Integration/Cooperation; Forms of Regional
Integration; Understanding the role of SAARC, ASEAN, and EU; Role of SAARC and BIMNSTEC in Nepals Export Promotion; Role of Multilateral Trading System in Nepals Foreign Trade;
A small project work is needed.

Project Work

LH 10

After the completion of fourth year concentration classes the students shall have to prepare and submit a
project work in the area they have specialized. The subject teachers have to discuss with students on
possible topics of the project work, availability and sources of literature, availability of data, data
collection methods, appropriate tools of data analysis, etc relevant to the subject within 10 lecture hours.

Basic Books
Rathor, B. S. and Rathor, J. S., Export marketing, Himalaya Publishing House,Mumbai.
Cherunilam, Francis, International Trade and Export management, Himalaya Publishing House,
Mumbai.
Mannur, H. G., International Economics, Vikas Publishing House, New Delhi.
References
Basnet, Kabi Keshari, A Study of Nepals Transit Arrangement, (Nepali Version) Nepal Adhyayan
Samuha,Kathmandu.
Gupta, K. R., International Economics, Himalaya Publishing House, Bombay.
Nepal Law Society, Lanadlocked States and Access to Sea, Kathmandu.
Shrestha, S. K., Export Market Management in Nepal: A critical study, Padma Educational Enterprise,
Kathmandu.
Trade and Transit Agreements of Nepal with Foreign Countries
Various Publications of ETPC, SAARC Secretariat, WTO, UNCTAD, ITC, FNCCI, Chamber of
Commerce, and others.

MKT 253: Fundamentals of Advertising

(BBS 4th year Marketing Specialization)
Full Marks: 100
Pass Marks: 35

Lecture Hours: 150

Course Objective
This course aims to provide knowledge to the students about basic concept of advertising and make them
able to analyze the functions of advertising business and develop basic skill in designing advertisements,
planning media selection and advertising budgeting.
Course Description
This course contains introduction, advertising business and advertising agencies, creation of
advertisements, designing the advertising message/ advertising appeals, media planning and scheduling,
establishing and allocating advertising budget, measuring advertising effectiveness, advertising business
practices in Nepal.
Course Details
Unit 1: Introduction
LH 17
Advertising and Marketing Communication; Objectives and Elements of Advertising; Role of
Advertising to Firm, Consumers and Society; Types of Advertisements; Social Ethics and
Advertising Business.
Unit 2: Advertising Business and Advertising Agencies
LH 17
Key Players in Advertising Business; Role and Functions of Advertising Managers; Role and
Types of Advertising Agencies in Advertising Business; Selection Criteria of Advertising Agency.
Unit 3: Creation of Advertisements
LH 17
Creative Advertising and Its Features; Creative Process or Visualization process of an
Advertisement Copy; Creation of a Print Copy, Radio Commercials, Web Advertisements, and
Television Commercials; Creative Persons in Creating an Advertisement Copy; Meaning and
Types of Advertisement Copy; Major Components of an Advertisement Copy; Essentials of a
Good Advertisement Copy; Concept, Functions and Principles of a Good Advertisement Layout.
Unit 4: Designing the Advertising Message
LH 15
Concept and Essentials of an Effective Advertising Message; Use of Unique Selling Propositions
(USP) in Message Design; Models of Message Design: Heart & Heart, Advertising Effectiveness,
and MECCA Models; Message Strategies: Cognitive, Affective, Conative and Brand Image
Strategies.
Unit 5: Advertising Appeals
LH 14
Concept and Types of Advertising Appeals: Rational, Emotional, and Sex Appeals; Essentials of a
Good Advertising Appeal; Role of Various Colors in Advertisement; Market survey is needed.

Unit 6: Media Planning and Scheduling

LH 17
Concept and Process of media Planning; Types and Characteristics of Advertising Medias; Role
of Media Research in Media Planning; Media Selection Criteria; Concept and Methods of Media
Scheduling.
Unit 7: Establishing and Allocating Advertising Budget
LH 14
Concept and Need of Advertising Budgeting; Expenses in Advertising Business; Factors
Affecting the Advertising Budget Size; Process of Setting the Advertising Budget; Approaches to
Advertising Budgeting; Methods for Establishing Advertising Budget.
Unit 8: Measuring Advertising Effectiveness
LH 14
Concept and Importance of Effectiveness Measurement: Effectiveness Testing Areas: Market;
Message; Media; Motives and Mission; and Overall Results; Copy Testing: Concept and
Methods; Measurement of Overall Effectiveness of Advertising Campaign: PACT & DAGMAR
Models; Leveraging other components of promotion-mix in advertising.
Unit 9: Advertising Business practices in Nepal
LH 15
Historical Development of Advertising Business in Nepal; Advertising Agencies in Nepal and
Their Role in Promoting Advertising Business in Nepal; Development of Print and Audio-Visual
Advertisements in Nepal; Individual Consumers and Social Perception on the Use of Sex Appeals
in Nepalese Advertisements ; Role of Advertising Association of Nepal in Advertising Business in
Nepal.

Project Work
LH 10
After the completion of fourth year concentration classes the students shall have to prepare and
submit a project work in the area they have specialized. The subject teachers have to discuss with
students on possible topics of the project work, availability and sources of literature, availability
of data, data collection methods, appropriate tools of data analysis, etc relevant to the subject
within 10 lecture hours.

Basic Books
Belch and Belch: Advertising and promotion: An Integrated marketing Communications Perspective,
TATA McGRAW-HILL, New Delhi.
Jethwaney, Jaishri and Jain, Shruti, Advertising Management, Oxford University Press, New Delhi.
OGuinn, Allen and Semenik: Advertising and Integrated Brand Promotion, Thomson South-western,
Delhi.
Reference Books:
Sharma, Sangeeta and Singh, Raghuvir: Advertising Planning and Implementation, Prentice-Hall of
India, New Delhi.
Sontakki, C. N.: Advertising, Kalyani Publishers, New Delhi.
Willmshurst and Mackay: The Fundamentals of Advertising, Butterworth-Heinemann, Delhi.
Agrawal, Govind Ram : Marketing Communicartion and Fundamentals of Advertising, MK
Publisher & Distributors, Kathmandu.
Koirala, Kundan : Marketing communications, Buddha Academic Publishers & Distributors,
Kathmandu.

MKT 254: Fundamentals of Services Marketing

(BBS 4th year marketing specialization)
Lecture Hours: 150

Full Marks: 100

Pass Marks: 35

Course objective
This course aims to impart fundamental knowledge about marketing of services and service industries. In
addition, this course also makes an attempt to acquaint knowledge to them regarding service marketing
practices in Nepal.
Course Description
This course contains introduction, models in service marketing, marketing segmentation, targeting and
positioning for services firm, customer perception and expectations of services, buyer behavior and
relationship marketing, service product and quality management, pricing strategies for services,
promotion strategies for services, distribution strategies for services, emerging service sectors in Nepal.
Course Details
Unit 1: Introduction
LH 17
Meaning, characteristics and classification of services; Fundamental difference between goods
and services; Emerging key services; Reasons for the growth of services sector; Challenges in
service sector; Concept and importance of services marketing; Marketing mix for services;
Unit 2: Models in Services Marketing
LH 8
The molecular model; The servunctional model; The industrial management model The marketfocused management model;
Unit 3: Market Segmentation, Targeting and Positioning for a services Firm
LH 9
Concept and process of market segmentation for service product; Market segment strategies for
service products; Concept and process of service positioning in the target market; Service
positioning strategies;
Unit 4: Customer Perceptions and Expectations of Services
LH 17
Customer perception on service products; Customer satisfaction and service quality; Gap model
of service quality; Concept of customer expectations and factors influencing customer
expectations; Service encounters and moment of truth; Management of customer service
expectation; A process model of customer service expectation management;
Unit 5: Buyer Behaviour and Relationship Marketing
LH 15
Understanding buyer behavior; Factors influencing buyer behavior; Meaning and importance of
relationship marketing; Difference between transactional selling and relationship marketing;
Customer development process; Customer relationship development strategies; Customer value
building approaches;

Unit 6: Service Product and Quality Management

LH 15
Concept and nature of service product; New service product and service product development;
Life-cycle strategies for service products; Branding the service product; Maintaining service
quality and model of service quality; Service-profit chain strategy; Researching service quality
and setting quality standard;
Unit 7: Pricing Strategies for Services
LH 15
Pricing objectives and buyers perception of value; Considerations of services pricing demand
considerations, cost considerations, competition considerations, legal considerations; Emerging
service pricing strategies satisfaction-based pricing, relationship pricing, efficiency pricing;
Unit 8: Promotion Strategies for Services
LH 15
Meaning and objective of promotion for service product; Communication process for service
product; Promotion mix for service product; Selection strategies for selecting the promotion mix;
Integrated marketing communication for service product service promised, communicated
message, internal communication, and guarantees; Social ethics in service promotion;
Unit 9: Distribution Strategies for Services
LH 15
Nature of distribution for service products; Factors affecting the choice of distribution channels;
Distribution strategies intensive, selective and exclusive; Managing distribution channels
selection, motivation, training, evaluation, managing conflict; Role of Internet in global
distribution system;
Unit 10: Emerging Service Sectors in Nepal
Introduction; Healthcare sector; Banking sector; Insurance
Communication and networking sector; Hydro power sector;

sector;

LH 14
Tourism sector;

Project Work
LH 10
After the completion of fourth year concentration classes the students shall have to prepare and
submit a project work in the area they have specialized. The subject teachers have to discuss with
students on possible topics of the project work, availability and sources of literature, availability
of data, data collection methods, appropriate tools of data analysis, etc relevant to the subject
within 10 lecture hours.
Basic Books
Jauhari, Vinnie & Dutta, Kirti, Services Marketing, Operations, and Management, Oxfort University
Press, New Delhi.
Palmer, Adrian, Principles of Services Marketing, McGraw-Hill International Edition, London.
Woodruff, Helen, Services Marketing, Macmillan India Ltd., Delhi.
References
Lovelock, Christopher, Service Marketing, Pearson Education Asia, New Delhi.
Apte, govind, Services marketing, Oxford University press, New York.
Payne, Adrian, The Essence of Services marketing, Prentice Hall of India, New Delhi.
Balaji, B., Services Marketing and Management, School and Co. Ltd, New Delhi.
Zeithaml, V. A., Bitner, M. J., Gremler, D. D., & Pandit, A. (2011) Services Marketing. New Delhi: Tata
McGraw-Hil