Master of Management Studies (M.M.S) Fundamentals of Marketing Syllabus - Mumbai University 2026

Course objectives

• 1 To introduce foundational marketing concepts and evolution of marketing thought across traditional and digital contexts.
• 2 To explain marketing frameworks including segmentation, targeting, positioning, and the marketing mix.
• 3 To train students in analyzing market environments using tools like PESTLE, SWOT, and competitive benchmarking.
• 4 To develop decision-making skills in pricing, product lifecycle, and integrated marketing communication strategies.
• 5 To foster students to create practical marketing plans aligned with customer value, firm resources, and market opportunities.

Course outcomes

• CO1: Understand fundamental concepts of marketing management.
• CO2: Apply the frameworks and models to marketing situations.
• CO3: Analyze the marketing environment and its impact on business
• CO4: Evaluate marketing decisions and choose appropriate solutions keeping in mind organizational opportunities, competition, resources and constraints
• CO5: Create a marketing strategy applying the theories and frameworks

Unit 1 CO1 · 3 hours

Introduction to Marketing: Concept, Understanding the Basics: Transfer Vs Transactions, Concept of Need, Want and Demand, Concept of Product and Brand, Scope of Marketing

Unit 2 CO1, CO2 · 3 hours

4C framework, DMU, Product – Company Fit, Capabilities in R&D, Finance, Manufacturing; Collaborators, and Competitors; Context.

Unit 3 CO1, CO2 · 3 hours

New 4 Cs' Framework: Co-creation, Currency, Communal Activation, Customer Conversation,

Unit 4 CO1, CO2 · 6 hours

Evolution of Marketing: Evolution of Marketing from Production to Sustainability & Customer Orientation,

Unit 5 CO1, CO2, CO3 · 3 hours

Experience Economy: Time as currency, theme from history, religion, politics, psychology, art and pop culture; Types of experiences – educational, entertainment, aesthetic, escapist.

Unit 6 CO2, CO3, CO4 · 6 hours

Marketing Environment: External Environment & Internal Environment – Components and Characteristics, Need for Analyzing the Marketing Environment. Analyzing the Demographic, Economic, Sociocultural, Natural, Technological, and Political-Legal Environment (PESTLE, SWOT)

Unit 7 CO2, CO3, CO4 · 6 hours

Managing Marketing Information to gain customer insights: Market Research, Analysing and Using Marketing Information, Demand Forecasting and Market Potential Analysis

Unit 8 CO3, CO4 · 6 hours

Marketing Mix – 4P’s: Product: Definition, classification based on consumer buying behaviour, levels of involvement in the buying process, types of benefits; Product Mix-Definition, Product Line and Dimensions, Line Stretching Decisions

Unit 9 CO3, CO4 · 6 hours

Product Life Cycle – Market Potential and Marketing Strategy – Resources commitment as drivers of PLC; Stages in the PLC; Diffusion of Innovation, Entry strategies at different stages of the PLC – Pioneers, follow the leader, segmenters, Me-too; New Product Development Process

Unit 10 CO3, CO4 · 3 hours

Market Segmentation – Objectives, Need for Segmentation, Assumptions underline Segmentations, Criteria for Segmentation; Segmentation variables – Geographic, Psychographic, Demographic, Benefits; Segmentation Analysis – Data Collection, Profiling the segment, evaluating the segment, selecting target segment.

Unit 11 CO3, CO4 · 3 hours

Targeting: Long term objectives, Segment-wise Competitor Capability Matrix – Ability to conceive and design, ability to produce, ability to market, ability finance, ability to execute.

Unit 12 CO3, CO4, CO5 · 5 hours

Positioning: Target Customers, need for the product; Elements of the positioning statements – Target market, frame of reference, point of parity, point of difference, reason to believe your claims; Criteria for evaluating the positioning statement – Relevance, clarity, uniqueness, attainability, sustainability; Marketing Mix linkage to the positioning statement

Unit 13 CO3, CO4 · 3 hours

5A Framework – Aware, Appeal, Ask, Act, Advocate; Omni channel.

Unit 14 CO3, CO4, CO5 · 4 hours

Field Based Live Projects and Presentations by capturing insights from Markets; Capstone Case – Starbucks: Delivering Customer Value (Suggested Case)

Text Books

• 1 Marketing Management, 15/16e by Kotler, Keller, Chernev, Sheth, Shainesh, Pearson Education
• 2 Fundamentals of Marketing – William Stanton et.al.
• 3 Essentials of Marketing - Charles W. Lamb, Jr., Joseph F. Hair, Carl McDaniel
• 4 Business to Business Marketing - Zimmerman

Reference Books

• 1 Marketing Management, 4e, Russel Winer
• 2 Essentials of Marketing – William Perrault Jr, Joseph Cannon et al
• 3 Marketing Management: Text and Cases, SIE – Kasturi Rangan, Rajiv Lal, John Quelch