BBA 429 Entrepreneurial Marketing Notes cover all 4 units of this GGSIPU BBA Semester 7 elective in 69 pages, with 55 short-answer and 38 long-answer exam questions listed unit by unit, and diagrams for the BCG matrix, the PLC curve, channel levels and the services marketing triangle. They follow the revised BBA scheme effective from academic session 2024-25.
Written and reviewed by Sheetal Kirola, Academic Head, M.Ed. · Checked against the BBA Scheme & Syllabus (NEP based, revised w.e.f. 2024-25), BBAwef2024_25_200125.pdf · Updated 22 October 2026 · Editorial policy
Scheme: BBA NEP scheme, revised 2024-25 | Applies to: BBA batches from academic session 2024-25 onwards | Verified against: BBAwef2024_25_200125.pdf on ipu.ac.in
BBA 429 Entrepreneurial Marketing at a glance: GGSIPU BBA Sem 7 credits, units and exam pattern
BBA 429 is the marketing paper of the Entrepreneurship Development specialisation in the fourth year of the BBA (Hons.). It teaches how a start-up finds its market, prices a new product, promotes it on a small budget and measures the return.
| Code and title | BBA 429 Entrepreneurial Marketing |
|---|---|
| Course and semester | BBA (Hons.), Semester 7, Entrepreneurship Development |
| Category and credits | Elective: Discipline Specific Course (major) or Inter-disciplinary Course (minor) · 4 credits · L-4, T-0 |
| Marks | 100: 40 internal (class test 15 + activities 25) + 60 end-term |
| Applies to | Scheme revised w.e.f. academic session 2024-25 |
| End-term pattern | Not printed in the official PDF |
| Units | 4 units, 15 lecture hours each |
| Paired lab | None (theory paper) |
Students choose three electives, two for the major and one for the minor, from 15 listed, and BBA 429 sits with the other GGSIPU BBA Semester 7 papers.
Check these figures in the official BBA Scheme & Syllabus, revised w.e.f. 2024-25 (PDF). Pass and re-appear rules follow GGSIPU Ordinance 11.
BBA 429 Entrepreneurial Marketing Notes unit-wise: 93 exam questions and 4 diagrams across 4 units
The 69-page book is written as plain Entrepreneurial Marketing notes in English, and each unit ends with its own question bank. The official PDF numbers the units only, so the titles below come from the notes. Notes for the other papers of the course sit under GGSIPU BBA notes.
BBA 429 Unit 1: Introduction, Nature and Scope of Marketing
Pages 5-22, 9 sections. Unit 1 sets entrepreneurial marketing against traditional marketing using the seven dimensions of Morris et al., then traces the eras up to Marketing 5.0 and compares the company orientations.
It closes with the Indian macro environment (with a table of marketing laws), scanning tools such as PESTLE and ETOP, STP and the value proposition canvas. Questions: 12 short, 9 long.
| Concept | Focus | Key belief |
|---|---|---|
| Production | Efficiency, low cost | Customers want cheap, available products |
| Selling | Aggressive promotion | Customers must be pushed to buy |
| Marketing | Customer needs, value | Satisfy wants better than rivals |
Quick look: company orientations (from page 11)
- Concept
- Production
- Focus
- Efficiency, low cost
- Key belief
- Customers want cheap, available products
- Concept
- Selling
- Focus
- Aggressive promotion
- Key belief
- Customers must be pushed to buy
- Concept
- Marketing
- Focus
- Customer needs, value
- Key belief
- Satisfy wants better than rivals
BBA 429 Unit 2: Product Decisions and Pricing Decisions
Pages 23-38, 10 sections. Unit 2 draws the PLC as sales and profit curves, adds Vernon's international PLC, and covers product classification, line stretching, the 8 stages of new product development with the MVP route, branding, and Legal Metrology labelling rules.
The pricing half explains determinants, methods, geographical and differential pricing, and 11 pricing strategies for start-ups. Questions: 14 short, 10 long.
| Basis | Penetration | Skimming |
|---|---|---|
| Initial price | Low | High |
| Market type | Large, price-sensitive | Small, early adopters |
| Competition | Discourages entry | Attracts competitors |
Quick look: penetration vs skimming pricing (from page 36)
- Basis
- Initial price
- Penetration
- Low
- Skimming
- High
- Basis
- Market type
- Penetration
- Large, price-sensitive
- Skimming
- Small, early adopters
- Basis
- Competition
- Penetration
- Discourages entry
- Skimming
- Attracts competitors
BBA 429 Unit 3: Promotion Mix and Place (Marketing Channels)
Pages 39-54, 9 sections. Unit 3 lists ten factors behind a promotion mix, then covers advertising (5 Ms, DAGMAR, media table), sales promotion, PR versus publicity, the seven-step selling process and IMC on a small budget.
The place half draws zero to three-level channels and classifies retailers and wholesalers with Indian examples. Questions: 15 short, 10 long.
| Basis | Push | Pull |
|---|---|---|
| Main tools | Personal selling, trade promotion | Advertising, consumer promotion |
| Target | Wholesalers, retailers | Final consumers |
| Example | Higher dealer margins for a new soap | Influencer campaign for D2C skincare |
Quick look: push vs pull strategy (from page 40)
- Basis
- Main tools
- Push
- Personal selling, trade promotion
- Pull
- Advertising, consumer promotion
- Basis
- Target
- Push
- Wholesalers, retailers
- Pull
- Final consumers
- Basis
- Example
- Push
- Higher dealer margins for a new soap
- Pull
- Influencer campaign for D2C skincare
BBA 429 Unit 4: Marketing of Services, B2B, B2G, B2C and Digital Marketing
Pages 55-69, 10 sections. Unit 4 covers IHIP characteristics, the 7Ps with a coaching-institute example, the services marketing triangle and SERVQUAL, then B2B buying centres and B2G tendering, the L1 rule and GeM.
It ends with social media for start-ups, the digital funnel, CAC and CLV, and ROMI. Questions: 14 short, 9 long.
| Basis | B2B | B2C | B2G |
|---|---|---|---|
| Decision making | Buying centre | Individual or family | Committee, audited |
| Pricing | Negotiated | MRP, discounts | L1, bidding |
| Example | SaaS to companies | D2C cosmetics | Laptops via GeM |
Quick look: B2B vs B2C vs B2G (from page 64)
- Basis
- Decision making
- B2B
- Buying centre
- B2C
- Individual or family
- B2G
- Committee, audited
- Basis
- Pricing
- B2B
- Negotiated
- B2C
- MRP, discounts
- B2G
- L1, bidding
- Basis
- Example
- B2B
- SaaS to companies
- B2C
- D2C cosmetics
- B2G
- Laptops via GeM
BBA 429 exam corner: 55 short (two to five marks) and 38 long (ten to fifteen marks) questions by unit
Each BBA 429 unit ends with questions under the labels printed in the notes, "2–5 Marks" and "10–15 Marks". They carry no year tags, so treat them as exam-style practice.
| Unit | 2–5 Marks | 10–15 Marks | Page |
|---|---|---|---|
| I | 12 | 9 | 22 |
| II | 14 | 10 | 37-38 |
| III | 15 | 10 | 53-54 |
| IV | 14 | 9 | 68-69 |
BBA 429 exam questions per unit
- Unit
- I
- 2–5 Marks
- 12
- 10–15 Marks
- 9
- Page
- 22
- Unit
- II
- 2–5 Marks
- 14
- 10–15 Marks
- 10
- Page
- 37-38
- Unit
- III
- 2–5 Marks
- 15
- 10–15 Marks
- 10
- Page
- 53-54
- Unit
- IV
- 2–5 Marks
- 14
- 10–15 Marks
- 9
- Page
- 68-69
The BBA 429 notes list 55 short-answer and 38 long-answer questions across 4 units. Four of them, with where the answer sits:
- Unit I: Differentiate between segmentation, targeting and positioning. Page 20 has a 4-column table with one quick-commerce brand running through all three.
- Unit II: What is a Minimum Viable Product? Page 29: the simplest version that tests the idea with real customers at minimum cost.
- Unit III: What is DAGMAR? Page 41: Colley's 1961 model, from unawareness to awareness, comprehension, conviction and action.
- Unit IV: What is GeM and how does it help start-ups? Page 63: the 2016 portal, reverse auctions and the Startup Runway.
More practice sits in the BBA 429 important questions.
Who writes and checks the BBA 429 marketing notes?
- Sheetal Kirola: writer and subject reviewer · Academic Head, Unnati Educations · M.Ed. · 7 years of experience · bio
These BBA 429 Entrepreneurial Marketing IPU notes are mapped unit by unit to the BBA scheme revised w.e.f. 2024-25. The 2026-27 edition uses current examples: GeM in place of DGS&D, ONDC in the technological environment, the Digital Personal Data Protection Act 2023 in the legal table. Updated 22 October 2026 under our editorial policy.
The same team prepares GGSIPU important questions for every course.
How to write BBA 429 answers: STP tables, PLC curves and ROMI working for start-up questions
The notes give one frame for every long answer (page 22): definition, diagram or table, explained points with Indian examples, short conclusion. In BBA 429 the table or diagram carries the answer, so plan it first.
Comparisons: compare all five orientations in one table by starting point, focus, means and end (page 11); answer STP in a 4-column table with one brand throughout (page 20).
Diagrams: draw the S-shaped PLC with sales and profit lines (page 25), and sketch channel levels in every channel answer, even a short one (page 54).
Services and B2G: answer IHIP in a meaning, problem and strategy table (page 57). For "DGCMA", explain DGS&D rate contracts and add that GeM replaced it (page 62).
Worked example, ROMI (page 67). The notes advise writing the formula with a small number example.
A start-up spends ₹1,00,000 on an Instagram campaign. Extra sales of ₹5,00,000 at a 40% margin give gross profit of ₹2,00,000.
ROMI = (2,00,000 − 1,00,000) ÷ 1,00,000 × 100 = 100%, so every ₹1 spent returned ₹1 of net profit.
Practise this format on the GGSIPU BBA important questions.
BBA 429 and the GGSIPU BBA Sem 7 papers it connects to
BBA 429 has no paired lab; its place across all eight semesters is on the GGSIPU BBA syllabus page.
In Semester 7 it runs with the core papers BBA 401 Project Management and BBA 403 Fundamentals of Actuarial Sciences, and the electives BBA 431 Financial Services & Institutional Support for Startups and BBA 433 Research and Development of Business Plans. Semester 8 continues with BBA 432, BBA 434 and BBA 436.
- Unit 1 STP and the value proposition canvas → market analysis in BBA 433.
- Unit 2 idea screening and NPD stages → idea screening in BBA 401.
- Unit 4 ROMI, CAC and CLV → investor networks in BBA 431.
- Unit 4 GeM and MSE procurement policy → BBA 436 Government & Institutional Support System for MSMEs.
BCG growth-share matrix in marketing strategy: excerpt from page 12 of the BBA 429 notes
Excerpt from page 12 (Unit I, section 5: Portfolio Approach)
A company that runs several businesses or products, called Strategic Business Units (SBUs), has to decide how to share its limited resources among them. This is the portfolio approach. Its best-known tool is the BCG Growth-Share Matrix, developed by the Boston Consulting Group (Bruce Henderson, 1970).
Axes of the BCG matrix
- Vertical axis, market growth rate: the yearly growth of the market in which the SBU operates. Above 10% is usually taken as "high".
- Horizontal axis, relative market share: the SBU's market share divided by the share of its largest competitor. A value above 1.0 means the SBU leads the market.
- Each SBU is drawn as a circle, and the size of the circle shows its sales revenue.
The four quadrants
| Quadrant | Growth / share | Cash position | Strategy |
|---|---|---|---|
| Stars | High growth, high share | Earn a lot but need heavy investment | Build; invest to keep leadership, they become future cash cows |
| Cash cows | Low growth, high share | Generate surplus cash | Hold or milk; use the cash to fund stars and question marks |
| Question marks (problem children, wild cats) | High growth, low share | Need lots of cash, earn little | Build selectively or divest; decide which can become stars |
| Dogs | Low growth, low share | Low profits or losses | Harvest or divest; keep only if strategic |
BCG quadrants, cash position and strategy (excerpt, page 12)
- Quadrant
- Stars
- Growth / share
- High growth, high share
- Cash position
- Earn a lot but need heavy investment
- Strategy
- Build; invest to keep leadership, they become future cash cows
- Quadrant
- Cash cows
- Growth / share
- Low growth, high share
- Cash position
- Generate surplus cash
- Strategy
- Hold or milk; use the cash to fund stars and question marks
- Quadrant
- Question marks (problem children, wild cats)
- Growth / share
- High growth, low share
- Cash position
- Need lots of cash, earn little
- Strategy
- Build selectively or divest; decide which can become stars
- Quadrant
- Dogs
- Growth / share
- Low growth, low share
- Cash position
- Low profits or losses
- Strategy
- Harvest or divest; keep only if strategic
Four strategies suggested by BCG
- Build: raise market share, even at the cost of short-term profit (for promising question marks).
- Hold: protect market share (for strong cash cows).
- Harvest: increase short-term cash flow whatever the long-term effect (for weak cash cows and dogs).
- Divest: sell or close the business and use the resources elsewhere (for dogs and hopeless question marks).
On the same page the notes draw the matrix as a 2×2 grid, with stars and question marks in the high-growth row and cash cows and dogs in the low-growth row.
Do the BBA 429 notes cover the full GGSIPU syllabus?
Yes, every official BBA 429 topic maps to a section of the notes. "DGCMA guidelines" is covered as the DGS&D central purchase guidelines, now replaced by GeM.
| Unit | Official topics | In the notes | Status |
|---|---|---|---|
| I | Evolution; core concepts; company orientations; BCG matrix | Sec. 1-5, p. 5-13 | Covered |
| I | Marketing environment (Indian context); environmental scanning; STP; customer value proposition | Sec. 6-9, p. 13-22 | Covered |
| II | PLC, international PLC; classification; line and mix; NPD; branding; packaging, labelling | Sec. 1-7, p. 23-32 | Covered |
| II | Price determinants and methods; adapting price; start-up pricing | Sec. 8-10, p. 33-37 | Covered |
| III | Promotion mix factors and tools; IMC for new ventures; channel functions, levels, intermediaries | Sec. 1-9, p. 39-53 | Covered |
| IV | Services; service sector role; characteristics; 7Ps | Sec. 1-4, p. 55-59 | Covered |
| IV | B2B, B2G (tendering, DGCMA guidelines, costing, procurement rules), B2C | Sec. 5-7, p. 59-64 | Covered (DGCMA read as DGS&D, p. 62) |
| IV | Social media; digital marketing; ROMI and marketing matrix | Sec. 8-10, p. 64-68 | Covered |
BBA 429 official syllabus vs the notes
- Unit
- I
- Official topics
- Evolution; core concepts; company orientations; BCG matrix
- In the notes
- Sec. 1-5, p. 5-13
- Status
- Covered
- Unit
- I
- Official topics
- Marketing environment (Indian context); environmental scanning; STP; customer value proposition
- In the notes
- Sec. 6-9, p. 13-22
- Status
- Covered
- Unit
- II
- Official topics
- PLC, international PLC; classification; line and mix; NPD; branding; packaging, labelling
- In the notes
- Sec. 1-7, p. 23-32
- Status
- Covered
- Unit
- II
- Official topics
- Price determinants and methods; adapting price; start-up pricing
- In the notes
- Sec. 8-10, p. 33-37
- Status
- Covered
- Unit
- III
- Official topics
- Promotion mix factors and tools; IMC for new ventures; channel functions, levels, intermediaries
- In the notes
- Sec. 1-9, p. 39-53
- Status
- Covered
- Unit
- IV
- Official topics
- Services; service sector role; characteristics; 7Ps
- In the notes
- Sec. 1-4, p. 55-59
- Status
- Covered
- Unit
- IV
- Official topics
- B2B, B2G (tendering, DGCMA guidelines, costing, procurement rules), B2C
- In the notes
- Sec. 5-7, p. 59-64
- Status
- Covered (DGCMA read as DGS&D, p. 62)
- Unit
- IV
- Official topics
- Social media; digital marketing; ROMI and marketing matrix
- In the notes
- Sec. 8-10, p. 64-68
- Status
- Covered
Official source: BBA (NEP) scheme and syllabus, revised w.e.f. 2024-25, BBA 429 on PDF pages 191-192.
Every paper in GGSIPU notes is mapped to its official PDF this way, so wording gaps like BBA 429's DGCMA are named, not hidden.
BBA 429 marketing notes FAQs
How do I get the full BBA 429 notes?
Message us on WhatsApp at 9899436384 with the code BBA 429. The full notes come only as a printed book, not as a PDF. Delivery takes 5-7 days at most, and the exact time depends on your location. The book has 69 pages across four units, with 55 short and 38 long exam questions.
What is the passing mark for BBA 429 Entrepreneurial Marketing?
BBA 429 is marked out of 100: 40 internal and 60 end-term. Internal marks come from a compulsory class test (15) and at least two activities such as assignments or presentations (25). The revised BBA scheme PDF does not print a pass percentage, so we do not state one. End-term minimums and re-appear rules come from GGSIPU Ordinance 11.
Is BBA 429 a major or a minor paper in BBA Semester 7?
It can be either. BBA 429 is an Entrepreneurship Development elective, one of 15 for Semester 7. Students pick three: two for the major, counted as Discipline Specific Courses, and one for the minor, counted as an Inter-disciplinary Course. Either way it carries 4 credits and 4 lecture hours a week, and colleges decide which electives they offer.
What does "DGCMA guidelines" mean in the BBA 429 syllabus?
The BBA 429 Unit IV syllabus lists "DGCMA guidelines" under B2G marketing. The notes read this as the central purchase guidelines of DGS&D, which issued rate contracts and registered suppliers for government buyers. DGS&D was wound up in 2017 and GeM took over central online procurement. Page 62 explains both; pages 62-63 add L1 pricing and procurement rules.
Which BBA 429 unit has the most exam questions?
Unit III, Promotion Mix and Place, has the most: 15 short and 10 long, 25 in all. They cover the 5 Ms of advertising, DAGMAR, PR versus publicity, personal selling, IMC on a small budget, channel levels and wholesalers. Unit II follows with 24, Unit IV with 23 and Unit I with 21, making 93 questions across the paper.
Which diagrams do the BBA 429 notes include?
The BBA 429 notes draw four diagrams: the BCG growth-share matrix (page 12), product life cycle sales and profit curves (page 23), consumer channel levels (page 49) and the services marketing triangle (page 58). Most other topics come as comparison tables, such as selling vs marketing concept, penetration vs skimming pricing and B2B vs B2C vs B2G buyers.
Get the full BBA 429 Entrepreneurial Marketing Notes on WhatsApp
This printed book of GGSIPU BBA Sem 7 Entrepreneurial Marketing notes covers all four units in 69 pages, with 93 exam questions and 17 exam tips placed beside their topics.
| Unit | Pages | Range | Questions |
|---|---|---|---|
| I | 18 | 5-22 | 21 |
| II | 16 | 23-38 | 24 |
| III | 16 | 39-54 | 25 |
| IV | 15 | 55-69 | 23 |
Pages per unit in the full BBA 429 book
- Unit
- I
- Pages
- 18
- Range
- 5-22
- Questions
- 21
- Unit
- II
- Pages
- 16
- Range
- 23-38
- Questions
- 24
- Unit
- III
- Pages
- 16
- Range
- 39-54
- Questions
- 25
- Unit
- IV
- Pages
- 15
- Range
- 55-69
- Questions
- 23
- Format: printed book only; not available as a PDF.
- Language: English.
- Delivery: 5-7 days at most, depending on your location.
Get the full BBA 429 Entrepreneurial Marketing Notes book on WhatsApp (4 units, 69 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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