Syllabus for Business Communication & Marketing

Business Communication & Marketing is the fifth paper of CAP-II. It is divided in two sections and covers 100 marks in total. It is the Group 2 paper. The syllabus you need to cover in CAP-II under “Business Communication & Marketing” is as follow:

Section A: Business Communication

Level of Knowledge : Working


Course objectives :

— Develop an understanding of the role of communication in business, communication process with basic qualities of business documents, letters, reports through writing assignments, simulating situations occurring in business organizations.

— Become familiar with sources of business information and the techniques for collecting data necessary for the preparation of documents in business and produce employment communication, including resume, cover letter, and other employment documents.

—  Develop an understanding of non-written business communications and demonstrate human relations skills through the use of effective listening techniques and interpersonal skills within a group setting (team building).


Course contents


Introduction: Communicating at Work

—  Succeeding in the new workplace

—  Examining the process of communication

—  Overcoming interpersonal barriers

—  Communicating in organizations

—  Ethics in business communications

—  Strengthening your communication skills


Working in Groups

—  Listening skills

—  Group interactions

—  Determining group goals

—  Individual roles in groups

—  Conflict resolution

—  Effective meetings

—  Writing notifications, agenda and minutes

—  Giving and receiving feedback in groups


Communicating Across Cultures

—  Importance of international business

—  Diversity in today’s workplace

—  Ways to look at culture

—  Values, beliefs, and practices

—  Nonverbal communication

—  Writing to an international audience


Learning more about international business communication Employment Communication

—  Preparing for employment

—  The persuasive resume

—  Emailing your resume

—  The persuasive letter of application

—  Follow-up letters

—  Interviewing for employment


Writing Reports and Proposals

—  An inside perspective: analyzing data and writing reports and proposals

—  A timetable for writing reports and proposals

—  Choosing information for reports and proposals

—  Analyzing data and information for reports and proposals

—  Organizing information in reports and proposals

—  Presenting information effectively

—  Report types: informational and analytical

—  Proposal types: technical and financial

—  Formal and informal reports and proposals

Section B: Marketing Level of Knowledge: Working


Course objectives :

— Develop knowledge and understanding of fundamentals of marketing relevant to a professional accountant.

— Understanding marketing forces and practices in organizations.


Course contents

Meaning of Marketing and Marketing Mix

—  Marketing: meaning and importance

—  Marketing mix: meaning and components

—  Emerging marketing challenges


Evolution of Marketing Concepts

—  Production, product, selling, marketing, customer & societal, Holistic concept


Environmental Context of Marketing

—  Marketing environment: meaning, importance

—  Micro environment forces in marketing

—  Macro environment forces in marketing

—  Impact of environment on marketing Marketing environment in Nepal

—  Market Segmentation and Targeting

—  Market segmentation: meaning, benefits and requirements

—  Process of market segmentation

—  Segmentation variables for consumer and industrial markets

—  Market targeting

—  Market segmentation in Nepal


Market Information System

—  Meaning and importance of market information system

—  Components of market information system

—  Market research process

—  Problems of market information system in Nepal


Buyer Behavior Analysis

—  Meaning and importance of buyer behavior

—  Stages of consumer buying behavior

—  Factors affecting consumer buying process

—  Features of organizational buying behavior

—  Factors affecting organizational buying behavior

—  Consumer buying behavior in Nepal


Product Decisions

—  Product: Meaning, levels, types

—  Product life cycle and marketing activities

—  Process of new product development and reasons for their failure

—  Product line and mix

—  Service product


Branding, packaging, labeling

—  Product scenario in Nepal


Price Decisions

—  Price: meaning, importance, objectives and factors affecting price determination

—  Methods of price determination

—  Pricing policies and strategies

—  Pricing scenario in Nepal


Place Decisions (Distribution)

—  Place: meaning, importance and objectives

—  Marketing middlemen

—  Channels structures for consumer and industrial products

—  Physical distribution: meaning and components.


Promotion Decisions

—  Promotion: meaning, objectives

—  Promotion mix: meaning and factors affecting it

—  Advertising: meaning, importance, objectives, media

—  Public relations: meaning, objectives, methods

—  Sales promotion: meaning, objectives, methods

—  Personal selling: meaning, objectives, methods

—  Promotion scenario in Nepal

Emerging Concepts in Marketing

—  Relationship marketing

—  E-commerce

—  Strategic alliances

—  Green marketing

—  Ethics in professional services marketing

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