Syllabus of University of Pune MPM Semester IV-Marketing Management

Marketing Management (404)

Introduction to Marketing
Core concepts of marketing – needs – wants and demand – products – value
– cost and satisfaction – exchange and transactions – relationships and
networks – markets – Philosophies of Marketing – Production concept –
Product concept – Selling concept – Marketing Concept – Societal Marketing
concept – Marketing Process – functions of Marketing – Marketing –
Marketing Vs. Selling
The Marketing Environment
Type of Environment – Micro and Macro environment – Analyzing needs and
trends in Macro Environment – Economic Environment – Technical
environment – Political Environment – Socio cultural Environment and
International Environment – Contents of a Marketing Plan.
Marketing organization
Types of Marketing organization structures – Functional structure – Product –
based structure – Territory – based structure – Organization with a complex
structure – their hierarchy and workflow
Dealing with competition
Identification and Analysis of Competitors
Sales force management
Developing the Sales for Industrial Customers and Consumer products
Recruiting – Selection and Training of Sales force – Procedure and criteria
extensively used as selection tools for recruiting and testing sales ability
Areas of sales Training – Company Specific Knowledge – product knowledge
Industry and Market Trend Knowledge and Customer education
Motivating the Sales Team – Motivation Programs – Sales Meetings – Sales
Contents – Sales Compensating (Monetary compensation – incentive
programs as motivators – Non-Monetary compensation – fine tuning of
compensation package – Supervising – Evaluating Sales Force Performance
and Controlling Sales activities (Sales Records and Reporting Systems) –
Improving Sales Productivity
Market Evaluation and Controls
Types of control – Process of Control – Obstacles to marketing control –
Marketing Audit
Marketing Ethics and Social responsibility of marketing organizations

Books Recommended
1. Marketing Management - Philip Kotler
2. Marketing – Stanton, Michael Etzel , Walker (Tata)
3. Marketing Management - V. S. Ramaswamy and S. Namakumari
4. Principles of Marketing 9th Edition – Philip Kotler and Gary
Armstrong
5. Marketing – Bovee and John Thill
6. Marketing Models – Lilien and Kotler and Moorthy
7. Case Studies in Marketing – Indian context – R. Srinivas
8. Building a Winning Sales Team – Gini Graham ad Scott
9. Sales Management Handbook – Forsyth Patrick
10. Motivation and Job Satisfaction – M. D. Pestonjee

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