Marketing Management (MM) Revised Syllabus MBA  Pune University – New Pattern 2008. This is an external subject for 100 Marks and the part of second Semester of MBA in Pune University affiliated colleges.

    Subject Code: 201

    Click on the Active links given below to open Notes of particular topic.

    1. PRODUCT:

    Product – Meaning, Goods & Services, Product Mix, Levels of Product, Product Life Cycle – Managing the product in Product Life Cycle. (8)

    2. NEW PRODUCT DEVELOPMENT-

    Types of new products – Test Marketing a new product – Portfolio analysis, Branding – Definition, Purpose and Significance, Branding decisions – Packaging & Labeling – Purpose, Types and new trends in packaging. (10)

    3. PRICE:

    Meaning, Importance, Pricing objectives, Factors influencing pricing decision – Approaches to pricing – Price & Non-price competition, Setting the price and managing the price changes. (8)

    4. PLACE:

    Introduction, Importance of Distribution Channels, Functions of distribution channels – Introduction to the various channels of distribution – Designing marketing channels – Introduction to Wholesaling, Retailing, Franchising, Direct Marketing, Impact of technology & Internet on distribution. (8)

    5. PROMOTION:

    Concept and role in marketing, Promotional Mix – Advertising, Sales Promotion, Personal Selling, Public Relations. Impact of technology & Internet on Promotion (8)

    6. Extended P’s of Marketing –

    People, Process & Physical Evidence (8)

    7. Case Studies

    Caselets Discussions (10)

    Books Recommended:-

    Marketing Management – Philip Kotler, 12th ed.

    Principles of Marketing – Philip Kotler

    Fundamentals of Marketing – Stanton

    Marketing Management – V.S.Ramaswamy and S. Namakumari

    Principles of Marketing 12th Edition – Philip Kotler and Gary Armstrong

    Marketing Models – Lilien & Kotler & Moorthy

    Case Studies in Marketing – Indian context – R.Srinivas

    Case study solutions – H.Kaushal

    Marketing Management – Dr. Rajan Saxena

    Marketing – Gandhi