Syllabus of University of Pune MBA Semester I-BASICS OF MARKETING

(106) BASICS OF MARKETING

1. Introduction to Marketing: Definition & Functions of Marketing.
Core concepts of marketing –
a) Need, Want, Desire, Benefits, Demand, Value, Exchange,
b) Goods – Services Continuum, Product, Market
c) Customer Satisfaction, Customer Delight.
d) Approaches to Marketing – Product – Production - Sales – Marketing –
Societal – Relational. Concept of Marketing Myopia. Selling versus
marketing.
e) Holistic Marketing Orientation & Customer Value (12)
2. Consumer Behaviour: Concept, Characteristics of consumer and organizational
markets, 5 step Buyer decision process. (6)
17
3. Marketing Environment: Analyzing needs and trends Macro Environment -
Political , Economic, Socio-cultural and Technical Environment – PEST
analysis. Micro Environment – Industry & Competition. Concept of Market
Potential & Market Share (6)
4. Market segmentation: Definition, Need & Benefits. Bases for market
segmentation of consumer goods, industrial goods and services. Segment, Niche
& Local Marketing, Effective segmentation criteria, Evaluating & Selecting
Target Markets, Concept of Target Market and Concept of positioning – Value
Proposition & USP. (10)
5. Marketing Mix: Definition of each of the Four P's. Components of each P.
Extended 7Ps for services. Significance in the competitive environment. (8)
6. Marketing Planning: Contents of Marketing Plan - Developing Marketing
Plan for variety of goods and services. (8)
7. Marketing organization: Concept, Types - Functional organization, Product
Focused organization, Geographic Organization, Customer Based
Organization, Matrix organization. Organization structure for a wide
customer orientation. (4)
8. Market Evaluation and Controls: Generic Process, Need and Significance of
marketing control. Marketing Audit. (4)
9. Social responsibility of marketing organizations.
(2)
Books Recommended:-
1. Principles of Marketing 12th Edition - Philip Kotler and Gary Armstrong
2. Fundamentals of Marketing - Stanton
3. Marketing Management – Rajan Saxena
4. Marketing Management - V.S.Ramaswamy and S.Namakumari
5. Analysis for Marketing Planning – Donald Lehmann & Rusell Winer, 6th ed.
6. Case Studies in Marketing - Indian context - R.Srinivas

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Syllabus of University of Pune MBA Semester I-BASICS OF MARKETING

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