Marketing Mix MBA Notes

[pooja]

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Can you provide me the syllabus of MBA (Master in Business Administration) Marketing Management Program offered by Directorate of Distance Education of Pondicherry University?

[pooja]

The syllabus of MBA (Master in Business Administration) Marketing Management Program offered by Directorate of Distance Education of Pondicherry University is as follows:

Unit I
Lesson 1.1
Introduction to Marketing

Objectives

In this lesson, we will introduce you to the business function of marketing. After you work out this lesson, you should be able to:

Define marketing and the utility (value) it creates for the customer
Trace the origin of marketing and explain how it has evolved
Describe the elements of a marketing strategy
Understand the scope of marketing

In this lesson, we will discuss the following:
What is marketing?
Evolution of marketing
Marketing framework
Extending the traditional boundaries of marketing
Functions of marketing

Introduction

Production and marketing of goods and services are the essence of economic life in any society. All organizations perform these two basic functions to satisfy their commitments to their stakeholders the owners, the customers and the society, at large. They create a benefit that economists call utility which is the want-satisfying power of a good or service. There are four basic kinds of utility form, time, place and ownership utility.

Form utility is created when the firm converts raw materials and component inputs into finished goods and services. Although marketing provides important inputs that specify consumer preference, the organizations production function is responsible for the actual creation of form utility. Marketing function creates time, place and ownership utilities.

Time and place utility occur when consumers find goods and services available when and where they want to purchase them. Online retailers with 24*7 format emphasize time utility. Vending machines focus on providing place utility for people buying snacks and soft drinks. The transfer of title to goods or services at the time of purchase creates ownership utility


Syllabus MBA Marketing Management Directorate of Distance Education of Pondicherry University