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