BBA 102 Marketing Management Notes from Unnati Educations cover all 4 units of the GGSIPU BBA Semester 2 paper in a 74-page printed book: 41 topics, 24 flow diagrams, 12 case studies and 71 exam-style questions. They follow the NEP-based BBA scheme that applies to the batch admitted in 2024-25 onwards.
Written by Prateek Talwar, Founder, Unnati Educations (ACS) · Reviewed by Sheetal Kirola, BBA, B.Ed (DU SOL) · Checked against BBA Scheme & Syllabus (NEP Based), w.e.f. 2024-25 · Updated 14 October 2026 · Editorial policy
Scheme: NEP-based BBA scheme 2024-25 | Applies to: batch admitted 2024-25 onwards | Verified against: BBA Scheme & Syllabus (NEP Based), w.e.f. Academic Session 2024-2025, checked 13 October 2026
BBA 102 Marketing Management at a glance: GGSIPU BBA Sem 2 credits, units and exam pattern
BBA 102 is one of three 4-credit Major papers in Semester 2, alongside the other GGSIPU BBA Semester 2 papers.
| Category and credits | Discipline Specific Course / Major · 4 credits · 4 lecture hours a week |
|---|---|
| Marks | 100: 40 internal + 60 end-term |
| Internal 40 | Class test 15 + at least two activities (assignment, presentation, viva-voce, group discussion, class participation) 25 |
| End-term pattern | Not printed in the official PDFs (no instructions for paper setters) |
| Exam duration | 3 hours |
| Paired lab | None (BBA 114 E-Commerce Lab pairs with BBA 112) |
| Pass and re-appear rules | Not stated in the BBA scheme; see Ordinance 11 (examinations and results) |
| Applies to | Batch admitted 2024-25 onwards |
Of the six BBA 102 course outcomes, CO5 names direct marketing, public relations and digital marketing.
BBA 102 Marketing Management Notes unit-wise: 41 topics, 12 case studies and 71 exam questions across 4 units
These GGSIPU BBA Sem 2 Marketing Management notes follow the official unit order from page 4 to page 73, and every unit ends with a quick revision table. Sample pages from all four units are in the View Sample PDF button above.
Notes for other BBA papers are listed under GGSIPU BBA notes.
BBA 102 Unit 1: Introduction
Also covered as "Introduction to Marketing", pages 4 to 21 (10 topics). It moves from Kotler's ten marketed entities to six philosophies, production to holistic, then six micro actors and six macro forces, the five-stage buying process and the STP chain, ending with positioning errors.
7 diagrams · 3 case studies (Maggi 2015, Tata Nano, Titan) · 8 long and 8 short questions.
| Type | Involvement | Brand differences | Example |
|---|---|---|---|
| Complex | High | Significant | Car, laptop |
| Dissonance-reducing | High | Few | AC of similar brands |
| Habitual | Low | Few | Salt, sugar |
| Variety-seeking | Low | Significant | Biscuits, chips |
Quick look: Assael's four types of buying behaviour (from page 14)
- Type
- Complex
- Involvement
- High
- Brand differences
- Significant
- Example
- Car, laptop
- Type
- Dissonance-reducing
- Involvement
- High
- Brand differences
- Few
- Example
- AC of similar brands
- Type
- Habitual
- Involvement
- Low
- Brand differences
- Few
- Example
- Salt, sugar
- Type
- Variety-seeking
- Involvement
- Low
- Brand differences
- Significant
- Example
- Biscuits, chips
BBA 102 Unit 2: Marketing Mix Decision - Product and Pricing
Also covered as "Product and Pricing Decisions", pages 22 to 40 (12 topics), the longest unit. Product: classes, five product levels with hotel and smartphone examples, mix dimensions, five branding decisions, 8-stage new product development and the life cycle. Price: nine objectives, the 3 Cs, cost, demand and competition methods, skimming versus penetration and nine price-quality strategies.
8 diagrams · 3 solved pricing examples · 3 case studies (Amul, Reliance Jio, Apple iPhone) · 9 long and 10 short questions.
| Step | Working | Result |
|---|---|---|
| Unit cost | 100 + (5,00,000 ÷ 10,000) | ₹150 |
| Markup price | 150 ÷ (1 − 0.20) | ₹187.50 |
| Check | 187.50 − 150 = 37.50, or 20% of 187.50 | Correct |
Quick look: markup pricing, 20% on sales price (from page 36)
- Step
- Unit cost
- Working
- 100 + (5,00,000 ÷ 10,000)
- Result
- ₹150
- Step
- Markup price
- Working
- 150 ÷ (1 − 0.20)
- Result
- ₹187.50
- Step
- Check
- Working
- 187.50 − 150 = 37.50, or 20% of 187.50
- Result
- Correct
BBA 102 Unit 3: Marketing Mix Decisions - Promotion and Distribution
Also covered as "Distribution and Promotion Decisions", pages 41 to 57 (11 topics). Part A shows why middlemen cut 9 contacts to 6, then channel levels, VMS types, five channel-choice factor groups and channel conflict. Part B covers AIDA, six promotion mix tools with merits and demerits, the 5Ms of advertising, seven selling steps, PENCILS for PR and a 6-step IMC process.
6 diagrams · 2 case studies (Asian Paints, Zomato and Cadbury) · 8 long and 10 short questions.
| Basis | Intensive | Selective | Exclusive |
|---|---|---|---|
| Product type | Convenience goods | Shopping goods | Specialty or luxury goods |
| Control | Low | Moderate | High |
| Example | Parle-G, Colgate | Whirlpool, Samsung | Rolex, Mercedes |
Quick look: distribution intensity (from page 44)
- Basis
- Product type
- Intensive
- Convenience goods
- Selective
- Shopping goods
- Exclusive
- Specialty or luxury goods
- Basis
- Control
- Intensive
- Low
- Selective
- Moderate
- Exclusive
- High
- Basis
- Example
- Intensive
- Parle-G, Colgate
- Selective
- Whirlpool, Samsung
- Exclusive
- Rolex, Mercedes
BBA 102 Unit 4: Introduction to Emerging Trends in Marketing
Pages 58 to 73 (8 topics): relationship levels and the loyalty ladder, the Triple Bottom Line, green 4Ps and greenwashing, social versus social media marketing, digital metrics, influencer tiers, ten AI applications, robotics, and ethics with the 2023 dark patterns guidelines.
3 diagrams · 4 case studies (Swachh Bharat, Amul topical ads, Amazon and Netflix, Glow & Lovely) · 8 long and 10 short questions.
| Metric | Formula | Worked figure |
|---|---|---|
| CTR | (Clicks ÷ Impressions) × 100 | 50 from 2,000 = 2.5% |
| CPC | Ad cost ÷ Clicks | ₹1,000 ÷ 200 = ₹5 |
| ROAS | Ad revenue ÷ Ad spend | Return per rupee spent |
Quick look: three digital marketing metrics (from page 66)
- Metric
- CTR
- Formula
- (Clicks ÷ Impressions) × 100
- Worked figure
- 50 from 2,000 = 2.5%
- Metric
- CPC
- Formula
- Ad cost ÷ Clicks
- Worked figure
- ₹1,000 ÷ 200 = ₹5
- Metric
- ROAS
- Formula
- Ad revenue ÷ Ad spend
- Worked figure
- Return per rupee spent
BBA 102 exam corner: 33 long-answer and 38 short-answer questions by unit
Each BBA 102 unit ends with exam-style practice questions, labelled "10–15 marks" (long) and "2–5 marks" (short). Only two short numericals print answers; the topic pages hold the rest. No year tags.
| Unit | Long (10–15 marks) | Short (2–5 marks) | Worked calculations | Case studies |
|---|---|---|---|---|
| Unit 1 | 8 | 8 | 0 | 3 |
| Unit 2 | 9 | 10 | 5 | 3 |
| Unit 3 | 8 | 10 | 1 | 2 |
| Unit 4 | 8 | 10 | 4 | 4 |
| Total | 33 | 38 | 10 | 12 |
BBA 102 exam-style questions, worked calculations and case studies by unit
- Unit
- Unit 1
- Long (10–15 marks)
- 8
- Short (2–5 marks)
- 8
- Worked calculations
- 0
- Case studies
- 3
- Unit
- Unit 2
- Long (10–15 marks)
- 9
- Short (2–5 marks)
- 10
- Worked calculations
- 5
- Case studies
- 3
- Unit
- Unit 3
- Long (10–15 marks)
- 8
- Short (2–5 marks)
- 10
- Worked calculations
- 1
- Case studies
- 2
- Unit
- Unit 4
- Long (10–15 marks)
- 8
- Short (2–5 marks)
- 10
- Worked calculations
- 4
- Case studies
- 4
- Unit
- Total
- Long (10–15 marks)
- 33
- Short (2–5 marks)
- 38
- Worked calculations
- 10
- Case studies
- 12
The BBA 102 notes list 33 long-answer and 38 short-answer exam-style questions across 4 units, backed by 10 worked calculations and 12 case studies.
- Unit 1: "Distinguish between the selling concept and the marketing concept. Why is the societal marketing concept more relevant today?" Use the table on page 5, then page 9's three-way balance.
- Unit 2: "Calculate the markup price: unit cost ₹200, markup 25% on sales." Divide cost by (1 − markup): 200 ÷ 0.75 = ₹266.67.
- Unit 3: "Explain the factors affecting the choice of a distribution channel." Five factor groups, pages 44 and 45.
- Unit 4: "What are dark patterns? Give two examples." Page 71: false urgency, basket sneaking.
More practice sits on the BBA 102 important questions page.
The communication process in promotion decisions: excerpt from page 48 of the BBA 102 notes
Excerpt from page 48
The chain, box by box
A brand message moves through a fixed chain. The sender (source) is the company or brand sending the message. Encoding puts the idea into words, pictures and symbols. The message is the set of symbols the sender transmits. Media (the channel) carries it: TV, newspaper, Instagram, YouTube or a salesperson. Decoding is the receiver interpreting the message, and the receiver is the target audience.
Response is the receiver's reaction, and feedback is the part of that reaction which goes back to the sender. Noise can disturb the message at any stage of this process, which is why it sits outside the chain.
Each element with one ad
The notes explain every element through a Cadbury Dairy Milk ad:
- Sender: the party sending the message to another party, here Cadbury (Mondelez India).
- Encoding: converting thought into symbolic form; the ad agency builds a story about sharing sweet moments.
- Message: the words, pictures and symbols sent out, here the ad film with the "Kuch Meetha Ho Jaaye" tagline.
- Media: TV, YouTube, Instagram.
- Decoding: the receiver assigns meaning to the symbols, so the viewer understands chocolate as celebration.
- Receiver: families and young adults.
- Response: the reaction after exposure; the viewer likes the ad and buys Dairy Milk during Diwali.
- Feedback: sales data, comments, shares and surveys reaching Cadbury.
- Noise: unplanned distortion, such as the viewer changing the channel, a competitor's ad or a poor network.
Key point
Communication works only when the sender's encoding matches the receiver's decoding. The more the sender's field of experience overlaps with the receiver's, the more effective the message. That is why brands in India use local languages, local festivals and local celebrities: they bring the sender closer to the receiver's world, so the message is decoded the way it was meant.
Do the BBA 102 notes cover the full GGSIPU syllabus?
Yes. Every topic in the four official BBA 102 units has its own section in the notes, and the syllabus line on case studies is met with 12 case studies.
| Official unit | Official topics | Where in the notes | Status |
|---|---|---|---|
| Unit I: Introduction | Meaning to philosophies; environment; buying process; STP | Sections 1 to 10, pages 4 to 20 | Covered |
| Unit II: Product and Pricing | Product decisions, branding, NPD, PLC; pricing | Sections 1 to 12, pages 22 to 39 | Covered |
| Unit III: Promotion and Distribution | Channels and their management; communication; promotion mix; IMC | Sections 1 to 11, pages 41 to 55 | Covered |
| Unit IV: Emerging Trends | Eight trends, AI and robotics to ethics | Sections 1 to 8, pages 58 to 72 | Covered |
BBA 102 official syllabus mapped to the notes
- Official unit
- Unit I: Introduction
- Official topics
- Meaning to philosophies; environment; buying process; STP
- Where in the notes
- Sections 1 to 10, pages 4 to 20
- Status
- Covered
- Official unit
- Unit II: Product and Pricing
- Official topics
- Product decisions, branding, NPD, PLC; pricing
- Where in the notes
- Sections 1 to 12, pages 22 to 39
- Status
- Covered
- Official unit
- Unit III: Promotion and Distribution
- Official topics
- Channels and their management; communication; promotion mix; IMC
- Where in the notes
- Sections 1 to 11, pages 41 to 55
- Status
- Covered
- Official unit
- Unit IV: Emerging Trends
- Official topics
- Eight trends, AI and robotics to ethics
- Where in the notes
- Sections 1 to 8, pages 58 to 72
- Status
- Covered
Official source: BBA Scheme & Syllabus (NEP Based), w.e.f. 2024-25. The notes print Unit III as "Distribution and Promotion Decisions", in teaching order. If you compare BBA 102 Marketing Management IPU notes from different sources, ask for this unit-by-unit check first.
Every course in GGSIPU notes is mapped to its official PDF the same way.
Who writes and checks the BBA 102 Marketing notes?
- Prateek Talwar, writer and editor of the BBA 102 notes. Founder, Unnati Educations. Associate Company Secretary (ACS), ICSI, membership no. 58704, since 15 May 2019; B.Com, University of Delhi (School of Open Learning), 2012. Author profile
- Sheetal Kirola, subject reviewer. She holds a BBA and a B.Ed from the School of Open Learning, University of Delhi (DU SOL), specialises in BBA and B.Ed subjects, and has 6 years of experience.
The 2026-27 edition is mapped to the NEP-based BBA scheme for the 2024-25 batch onwards and written in plain English with Indian brand examples. Last updated 14 October 2026, under our editorial policy.
The same team prepares GGSIPU important questions for every course.
BBA 102 and the GGSIPU BBA Sem 2 papers it connects to
Every Semester 2 paper and its units are listed on the GGSIPU BBA syllabus page.
BBA 102 has no paired lab. Its Semester 2 neighbours: BBA 104 Decision Techniques for Business, BBA 106 Human Resource Management, BBA 108 Business Communication, BBA 110 MOOC or BBA 118 Indian Knowledge Systems, BBA 112 E-Commerce, BBA 114 E-Commerce Lab and BBA 116 Industrial Skill-Based Training.
| BBA 102 topic (page) | Paper | Shared ground |
|---|---|---|
| Unit 3 communication process (47 to 49) | BBA 108 | Its Unit I process of communication |
| Unit 4 digital marketing and ethics (64 to 72) | BBA 112 | Mobile commerce, ethical considerations |
| Unit 4 social media steps (67) | BBA 114 | Social media content and online branding |
Where BBA 102 topics meet other Semester 2 papers
- BBA 102 topic (page)
- Unit 3 communication process (47 to 49)
- Paper
- BBA 108
- Shared ground
- Its Unit I process of communication
- BBA 102 topic (page)
- Unit 4 digital marketing and ethics (64 to 72)
- Paper
- BBA 112
- Shared ground
- Mobile commerce, ethical considerations
- BBA 102 topic (page)
- Unit 4 social media steps (67)
- Paper
- BBA 114
- Shared ground
- Social media content and online branding
How to write BBA 102 answers: flow diagrams, comparison tables and Indian brand examples
BBA 102 is a theory paper, so marks come from structure. The notes carry five exam tips: three ask for a diagram (the 4-box segmentation tree, the 8-stage new product development flow, the 6-step IMC flow) and four ask for an Indian example.
Long-answer skeleton: "Meaning, Scope and Importance" (exam tip, page 7)
- Two or three definitions (Kotler, AMA, Drucker).
- Five or six features.
- Scope as a table of the 10 marketed entities.
- Importance to the firm, consumers and society, with one Indian example under each.
Answer "distinguish between" questions as tables with a "Basis" column, the format the notes use for micro versus macro and advertising versus publicity. In Unit II numericals, show each step and say whether the markup is on sales or on cost, because the two give different prices.
Three mix-ups the notes warn about: marketing is not only selling or advertising (page 4); marketers do not create needs, they shape wants (page 8); and social marketing is not social media marketing (page 63).
Practise this format on GGSIPU BBA important questions.
BBA 102 Marketing notes FAQs
How do I get the full BBA 102 notes?
The full BBA 102 notes are sold only as a printed book; there is no PDF edition at all. Tap Get Full Notes, send the prefilled WhatsApp message, and the Unnati Educations desk replies with ordering and delivery details. The book has 74 pages covering all 4 units, 12 case studies and 71 exam-style questions.
Do the BBA 102 notes follow the NEP-based BBA scheme for the 2024-25 batch?
Yes. The BBA 102 notes were checked against the BBA Scheme and Syllabus (NEP Based) that applies from academic session 2024-2025, so they suit the batch admitted in 2024-25 and later. Every official topic in Units I to IV has its own section in the book. If you joined earlier, check your scheme and paper code with your institute.
What is the passing mark for BBA 102 Marketing Management?
BBA 102 is marked out of 100: 40 internal and 60 end-term. Internal marks come from a 15-mark class test and 25 marks for activities such as assignments or viva. The BBA scheme of examination does not state a pass percentage, so do not rely on a guessed figure. End-term minimums and re-appear rules come from the university's Ordinance 11 on ipu.ac.in.
Which BBA 102 unit has the numericals?
Unit II has most of the calculation work in BBA 102. Pages 35 and 36 solve three pricing examples: a markup price of ₹187.50, a break-even volume of 10,000 units (14,000 units for a ₹2,00,000 target profit) and a target-return price of ₹20. Unit IV adds digital metrics such as CTR, CPC and engagement rate. Units I and III are pure theory.
Are the BBA 102 exam questions in the notes solved?
The BBA 102 notes list 71 exam-style questions at the end of the units as practice prompts, without model answers printed below them. Two short numericals do print their answers: a markup price of ₹266.67 and a CTR of 2%. For every other question, the matching topic pages hold the definitions, diagrams, tables and examples you need to build the answer yourself.
Do the BBA 102 notes include case studies?
Yes. The official BBA 102 syllabus says case studies are to be covered relevant to the concepts, and the notes carry 12 of them across the four units. They include the 2015 Maggi ban and relaunch for marketing environment, Reliance Jio for penetration pricing, Asian Paints for distribution and Swachh Bharat Abhiyan for social marketing. Each case ends with a one-line lesson.
Get the full BBA 102 Marketing Management Notes on WhatsApp
Format: Marketing Management notes in English, as a printed book of 74 pages. It is not available as a PDF. Order on WhatsApp; the desk shares dispatch and delivery details in the chat.
What the BBA 102 printed book contains, unit by unit
- Unit
- Unit 1
- Pages
- 4 to 21 (18)
- Topics
- 10
- Questions
- 16
- Unit
- Unit 2
- Pages
- 22 to 40 (19)
- Topics
- 12
- Questions
- 19
- Unit
- Unit 3
- Pages
- 41 to 57 (17)
- Topics
- 11
- Questions
- 18
- Unit
- Unit 4
- Pages
- 58 to 73 (16)
- Topics
- 8
- Questions
- 18
- Unit
- Total
- Pages
- 74 with cover, index and back page
- Topics
- 41
- Questions
- 71
Order the BBA 102 printed book on WhatsApp (4 units, 74 pages)
Unnati Educations is an independent education provider based in Vikaspuri, Delhi. We are not affiliated with, authorised by, or endorsed by Guru Gobind Singh Indraprastha University (GGSIPU). 'GGSIPU' and 'IPU' are used only to describe the syllabus our notes follow. For official information, visit ipu.ac.in.
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