“Marketing” or “Sales”?

 I have often wondered why MBA programmes teach “Marketing” when Industry is obsessed with “Sales”. I guess one is a subset of the other (do you know which is what?), or motivates the other, or feeds into the other, or they may have overlaps… but they clearly have different boundaries in terms of their focus, influence and skillset required.

I think the reason “Marketing” is the prevalent track in academic institutions is because that’s the research stream/area as it’s called within the overall Management research domain internationally. So it does make sense at that level for institutes to align their research focus and go with “Marketing” specialty.

But it also creates misalignment for most MBAs in marketing who are just looking to enter the market. For example, Tech services companies do not have powerful “marketing” departments, yet “sales” leaders virtually call the shots. Tech product companies have product manager roles which are more like conventional marketing as you are taught in MBAs. In FMCG and the like, perhaps, marketing gains greater prominence. The problem, therefore, is more than just inconsistent terminology and definitions.

While it’s important to marry research and industry demands, mapping our academic specialties with the latter is also essential, so that students have their expectations and paths aligned.

#MBA #Marketing #Sales #IIM #SochVichaar

Originally posted on LinkedIn on 2nd December 2025.