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 & EvolutionUnit 1 of Fundamentals of Marketing explores core concepts—what marketing is, its evolution, key functions (exchange, satisfaction, value), and the 4Ps framework—with real-world examples from Nepali and global businesses to clarify abstract ideas visually.13 min readUnit 2
Marketing Environment: Forces, Analysis & StrategiesUnit 2 of Fundamentals of Marketing explores the macro and micro environments shaping marketing decisions, including PESTEL analysis, Porter’s Five Forces, SWOT, and competitive frameworks, with real-world applications in Nepal (e.g., Daraz’s supply chain, Ncell’s regulatory challenges) and global firms (Google’s data 11 min readUnit 3
Consumer & Org Buying Behaviour: Models, Influences & Decision-MakingUnit 3 of Fundamentals of Marketing explores the psychological and organizational factors driving purchase decisions, comparing individual consumer behavior with complex B2B buying processes, and analyzing real-world applications in Nepali and global markets.11 min readUnit 4
STP: Segmentation, Targeting, Positioning & BasesUnit 4 of Fundamentals of Marketing: Covers the STP process, bases of segmentation, criteria for effective segments, targeting strategies, and positioning maps with real-world examples.12 min readUnit 5
Marketing Research Process, Data Types, and MIS for Decision MakingUnit 5 of Fundamentals of Marketing: Covers the definition and need for marketing research, the step-by-step research process, types of data (primary/secondary), research methods (qualitative/quantitative), and the role of Marketing Information Systems (MIS) in modern business.11 min readUnit 6
Product Decisions & Branding: Strategy, Mix & EquityUnit 6 of Fundamentals of Marketing explores how businesses design, develop, and manage products (goods, services, ideas) and build brand identity to create value for customers. Learn product life cycles, branding strategies, product mix depth/width, and real-world applications from Nepali and global firms.10 min readUnit 7
Pricing Strategies, Methods & Decision FactorsUnit 7 of Fundamentals of Marketing explores how businesses set prices—covering cost-based, demand-based, competition-based, and psychological pricing methods, along with factors like pricing objectives, elasticity, and ethical considerations. Includes real-world examples from Nepali and global firms, worked examples (14 min readUnit 8
Distribution Channels, Supply Chain & Logistics in MarketingUnit 8 of Fundamentals of Marketing explores how products move from producers to consumers—covering distribution channels, supply chain management, logistics, inventory control, and e-commerce fulfillment. Learn real-world examples from Nepali and global companies, channel structures, and strategic trade-offs.10 min readUnit 9
Promotion & IMC: Tools, Strategies & Real-World CasesUnit 9 of Fundamentals of Marketing explores promotional strategies (advertising, sales promotion, PR, personal selling, digital marketing) and Integrated Marketing Communication (IMC), showing how companies like Daraz, Nabil Bank, and Himalayan Java blend these tools for maximum impact. Learn definitions, models, real9 min readUnit 10
Contemporary Marketing in Nepal: Trends, Challenges & StrategiesUnit 10 of Fundamentals of Marketing explores Nepal’s dynamic marketing landscape, covering digital transformation, ethical dilemmas, sustainability, and case studies of local brands like Nabil Bank, Daraz, and Himalayan Java, while linking theory to real-world applications like eSewa’s UPI integration and Pathao’s hyp14 min read