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

Course objectives

• 1 To provide foundational knowledge of strategic marketing concepts and frameworks.
• 2 To equip students with analytical tools to evaluate market opportunities and competitive positioning.
• 3 To enable formulation and execution of comprehensive marketing strategies aligned with organizational goals.
• 4 To cultivate skills in integrating strategic decision-making with marketing functions and resources.
• 5 To foster the ability to critically evaluate marketing strategy effectiveness and adapt to market dynamics.

Course outcomes

• CO1: Understand the fundamentals of strategy formulation
• CO2: Apply concepts learnt to create meaningful differentiation for customers
• CO3: Analyze the market position and opportunities using frameworks learnt
• CO4: Evaluate alternative strategies keeping in mind customer differences, their trade- offs etc.
• CO5: Create a marketing strategy based on concepts.

Unit 1 CO1, CO2, · 3 hours

Segmentation, Targeting and Positioning – brief overview; marketing segments to strategic segments

Unit 2 CO1, CO2 · 5 hours

5C’s analysis – customer/consumer analysis, competitor strategies and strategic moves, collaborator- value net, company- capabilities, competitor capabilities matrix, context

Unit 3 CO2, CO3, CO4 · 6 hours

Formulate the Product policy – elements of value creation for the customer; product mix, line decisions; modifications of product lines; product testing – become the voice of the customer – go/no go decisions

Unit 4 CO2, CO3, CO4 · 4 hours

Formulate the Promotions policy – role of moments of truth, customer reviews, 6 M’s model of communication – market, mission, message, media, money, measurement; one-way v/s two-way communication; mass v/s customized communication; use of social media

Unit 5 CO2, CO3, CO4 · 6 hours

Formulate the Distribution Policy – types of channels, channel selection based on product characteristic; consumer behaviour impact on channel decisions; extent of control and resources available and choice of channel; strategic channel management – role conflict, goal conflict, communication failure, incentives and penalties in channel management

Unit 6 CO2, CO3, CO4 · 6 hours

Decide on Pricing Decisions – value-based pricing, designing a price band; pricing strategy and tactics; linkage between managing the price band width and types of promotions, competitive responses to pricing strategies

Textbooks

• 1 What is Marketing? Alvin Salk, HBS Press
• 2 Marketing Strategy. Orville Walker, Harper Boyd Jr, John Mullins. McGraw Hill Education.

Reference Books

• 1 Harvard Business Essentials: Marketer’s Toolkit. Harvard Business Review Press.
• 2 Tilt: Shifting your Strategy from Products to Customers. Niraj Dawar. Harvard Business Review Press.
• 3 Marketing as Strategy: Understanding the CEO’s agenda for Driving Growth and Innovation. Nirmalya Kumar. Harvard Business School Press. Boston, MA.