MKT201 Fundamentals of Marketing
Fundamentals of Marketing notes
10 chapter notes, in syllabus order. Each starts with the key points.
Unit 1
Marketing Basics: Definitions, Functions, Philosophies & EvolutionUnit 1 of Fundamentals of Marketing introduces core concepts like marketing definitions, its evolution from production to relationship eras, key functions (planning, research, promotion), and the 4Ps framework. It contrasts traditional vs. modern marketing philosophies and explores how businesses create value for custo11 min readUnit 2
Marketing Environment: Forces, Analysis & Strategic ImpactUnit 2 of Fundamentals of Marketing explores the dynamic external and internal forces shaping marketing strategies—micro/macro environments, PESTEL analysis, competitive frameworks, and their real-world applications in Nepal’s business landscape.16 min readUnit 3
Consumer & Org Buying Behaviour: Models, Influences & Decision-MakingUnit 3 of Fundamentals of Marketing explores the psychological, social, and organizational factors driving consumer and business purchasing decisions, including the buyer decision process, organizational buying behavior, and key influencing factors like culture, motivation, and perception.23 min readUnit 4
Market Segmentation, Targeting & Positioning: Strategies & ToolsUnit 4 of Fundamentals of Marketing explains how businesses divide markets into segments, select target customers, and design unique value propositions to stand out. Learn segmentation bases (geographic, demographic, psychographic, behavioral), targeting strategies (undifferentiated, differentiated, concentrated, micro5 min readUnit 5
Marketing Research & Info: Methods, Data, DecisionsUnit 5 of Fundamentals of Marketing covers systematic techniques to gather, analyze, and apply marketing data—from exploratory research to decision-making frameworks—with real-world applications in Nepal’s digital and traditional markets.17 min readUnit 6
Product Decisions & Branding: Strategy, Mix, Life Cycle & Brand EquityUnit 6 of Fundamentals of Marketing explores how companies design, develop, and manage products—from the product mix and product life cycle to branding strategies and new product development. Learn how real-world brands like Nabil Bank (product line extensions) and Daraz (private labels) apply these concepts, with visu12 min readUnit 7
Pricing Decisions: Strategies, Methods & Real-World ImpactUnit 7 of Fundamentals of Marketing explores how businesses set prices—covering cost-based, demand-based, and competition-based methods, pricing strategies (penetration, skimming, psychological), and ethical considerations. Learn with Nepali case studies (Nabil Bank loans, Daraz discounts) and global examples (Apple’s 16 min readUnit 8
Distribution Channels, Supply Chains & LogisticsUnit 8 of Fundamentals of Marketing covers how products move from producers to consumers—exploring distribution channels, supply chain management, logistics, and key strategies like warehousing, inventory control, and e-commerce fulfillment. Learn how companies like Daraz and Nabil Bank optimize delivery, reduce costs,6 min readUnit 9
Promotion Mix & IMC: Tools, Strategies & Real-World CasesUnit 9 of Fundamentals of Marketing explores Integrated Marketing Communication (IMC), the promotion mix (advertising, sales promotion, PR, personal selling, digital marketing), and how companies like Daraz, Nabil Bank, and Himalayan Java apply these strategies. Learn how to design cohesive campaigns, evaluate tools, a11 min readUnit 10
Contemporary Marketing in Nepal: Trends, Challenges & Case StudiesUnit 10 of Fundamentals of Marketing explores Nepal’s dynamic marketing landscape, covering digital transformation, ethical dilemmas, sustainability practices, and case studies of leading brands like Nabil Bank, Daraz, and Himalayan Java—with real-world applications, SWOT analyses, and exam-focused insights.12 min read