Basics of Marketing BOM Syllabus Pune University for MBA Course

This is the syllabus of Basics of Marketing  i.e. BOM for MBA Students of Pune University. This is revised Syllabus of MBA from Academic year 2013-14 and applicable for Academic year 2o14 – 2015.

Subject Name: Basics of Marketing (BOM)

Subject Type: Generic Core

Subject Code: 106

Marks: 100

Distribution of Marks: 50 (External Written) 20 (External Online Exam) 30 (Internal Marks by College)

Unit 1 Introduction to Marketing

1.1 Definition & Functions of Marketing: Scope of Marketing, Core concepts of marketing such as Need, Want, Demand, Customer Value, Exchange, Customer & Consumer, Customer Satisfaction, Customer Delight, Customer Loyalty, Marketing v/s Market

1.2 Markets: Definition of Market, Competition, Key customer markets, Marketplaces, Market spaces, Metamarkets

1.3 Company Orientation towards Market Place: Product, Production, Sales, Marketing, Societal, Transactional, Relational, Holistic Marketing Orientation, Selling versus Marketing. Concept of Marketing Myopia.

1.4 Introduction to the Concept of Marketing Mix: Origin & Concept of Marketing Mix and Definitions of 7Ps.People, Processes & Physical Evidence

1.5 New Marketing Realities: Major Societal Forces, New Consumer Capabilities & New Company Capabilities. (10 + 2)

Unit 2 Consumer Behavior:

2.1 Meaning & importance of consumer behavior, Comparison between Organizational Buying behavior and consumer buying behavior, Buying roles.

2.2 Five steps buyer decision process (6 + 2)

Unit 3 Marketing Environment:

3.1 Concept of Environment: Macro and Micro, Need for analyzing the Marketing Environment

3.2 Macro Environment: Analyzing the Economic, Socio-cultural, Demographic, Political – Legal – Regulatory, Technical, Environmental environments.

3.3 Linkage of Marketing Function with all functions in the organization.

3.4 Concept of Market Potential & Market Share (6 + 2)

 4 Segmentation, Target Marketing & Positioning:

4.1 Marketing as Value Delivery Process: Traditional & modern approaches

4.2 Segmentation: Definition, Need for segmentation, Benefits of segmentation to marketers, Bases for market segmentation of consumer goods & industrial goods, Criteria for effective segmentation.

4.3 Levels of Market Segmentation: Segment Marketing, Niche Marketing, Local Marketing, Mass Marketing.

4.4 Target Market : Concept of Target Market and criteria for selection of target market

4.5 Positioning: Concept of Differentiation &Positioning, Introduction to the concepts of Value proposition & USP. ( 8 + 2)

Unit 5 Product – The First Element of Marketing Mix:

5.1 Product :Meaning of product, Goods & Services Continuum, Classification of consumer products – Convenience, Shopping, Specialty, Unsought, classification of industrial products – material & parts, capital items, supplies & services

5.2Product Levels: The customer value hierarchy

5.3 Product Mix: Width, Depth, Consistency & Product line. ( 5 + 2 )

 Text Books

• Marketing Management – Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, Pearson , 13thEdition

• Marketing Management, Rajan Saxena, TMGH, 4th Edition

• Marketing by Lamb Hair Sharma, Mc Daniel Cengage Learning 2012

 Reference Books

• Principles of Marketing – Philip Kotler, Gary Armstrong, Prafulla Agnihotri,Ehasan Haque, Pearson, 13thEdition

• Marketing Management- Text and Cases, Tapan K Panda, 2nd Edition, Excel Books

• Marketing Management, Ramaswamy & Namakumari, Macmillan, 4th Edition.

• Marketing Management Concept & Cases – S.A.Sherlekar

• Marketing Management – Karunakaran

• Marketing Management – Bose

 Supplementary Reading Material

• Marketing Whitebook (Latest Edition)

• Brand Equity Supplement of The Economic Times

• Brand Wagon Supplement of The Financial Express

• Strategist Supplement of Business Standard

 Websites NCAER –

• Census of India Reports –


• (American Marketing Association)


• IIMB Management Review

• Vikalpa

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