MBA(A) 111 Marketing Management Notes from Unnati Educations cover all 4 units of the GGSIPU MBA (Analytics) first-semester Core paper in an 82-page printed book, with 40 solved short answers, 63 five-mark and fifteen-mark practice questions, 10 worked illustrations and 9 Indian case studies, mapped to the MBA (Analytics) Scheme and Syllabus 2022-24 onwards.
Written by Prateek Talwar, Founder, Unnati Educations (ACS, ICSI) · Reviewed by Sheetal Kirola, Academic Head, M.Ed. · Checked against syllMBAAnalytics180225.pdf (ipu.ac.in) · Updated 13 October 2026 · Editorial policy
Scheme: MBA (Analytics) Scheme and Syllabus 2022-24 onwards | Applies to: students on the 2022-24 onwards MBA (Analytics) scheme (Semesters 1 and 2 approved by the Academic Council on 22.03.2023) | Verified against: syllMBAAnalytics180225.pdf
MBA(A) 111 Marketing Management at a glance: GGSIPU MBA (Analytics) Sem 1 credits, units and exam pattern
Values below come from the official PDF on ipu.ac.in, not from our notes.
| Code and title | MBA(A) 111 Marketing Management (syllabus page prints "MBA (A) - 111L") |
|---|---|
| Course and semester | MBA (Analytics), First Semester |
| Category and credits | Core · 3 credits · L 3, T/P nil |
| Teaching hours | Unit I 12 · Units II, III, IV 10 each (42 hours) |
| Internal assessment | 25 marks: Class Test-I 15 + Presentation / Viva-Voce / Group Discussion 10 |
| End-term marks and pattern | Not printed in the official PDF (scheme follows Ordinance 11) |
| Applies to | Scheme and Syllabus 2022-24 onwards |
| Paired lab | None |
It is one of eleven Sem 1 codes worth 25 credits, all listed on the GGSIPU MBA (Analytics) Semester 1 papers page.
MBA(A) 111 Marketing Management Notes unit-wise: 40 solved short answers, 10 worked illustrations and 9 case studies across 4 units
The book runs 77 content pages after a cover and a three-page index. Each unit ends with an exam corner: 10 short questions with answers, then 5-mark and 15-mark practice questions. Notes for the programme's other papers sit under GGSIPU MBA (Analytics) notes.
These GGSIPU MBA (Analytics) Sem 1 Marketing Management notes keep the official unit titles.
MBA(A) 111 Unit 1: Introduction to Marketing
The longest unit: pages 5 to 27, 9 sections. It opens with Kotler and AMA definitions and six philosophies from production to holistic marketing, then builds customer value, satisfaction and lifetime value.
Later sections cover the PESTLE environment, buyer behaviour (Assael's four types, five-stage process), STP and Porter's strategies. Exam corner: 10 solved, 8 five-mark and 9 fifteen-mark questions; cases on Amul and Titan.
Quick look: calculating Net Promoter Score (from page 11)
- 200 customers of a grocery app: 110 Promoters (9 to 10), 50 Passives (7 to 8), 40 Detractors (0 to 6).
- % Promoters = 110 ÷ 200 = 55%; % Detractors = 40 ÷ 200 = 20%.
- NPS = 55 − 20 = +35: more advocates than critics.
MBA(A) 111 Unit 2: Product and Pricing Decisions
Pages 28 to 46, 10 sections. Product classes, Kotler's five product levels, product mix and line stretching lead into PLC stage strategies, brand equity and branding.
The eight-stage NPD process comes with reasons for failure; pricing adds Indian law such as Legal Metrology. Exam corner: 10 solved, 8 five-mark and 7 fifteen-mark questions; cases on Tata and Jio.
| Method | Working | Result |
|---|---|---|
| Unit cost | ₹1,000 VC + ₹30,00,000 FC ÷ 5,000 units | ₹1,600 |
| Mark-up price (20% on sales) | 1,600 ÷ (1 − 0.20) | ₹2,000 |
| Target-return price (20% ROI on ₹1 crore) | 1,600 + (0.20 × 1,00,00,000) ÷ 5,000 | ₹2,000 |
| Break-even volume | 30,00,000 ÷ (2,000 − 1,000) | 3,000 units |
Quick look: cost-based pricing for a toaster maker (from page 43)
- Method
- Unit cost
- Working
- ₹1,000 VC + ₹30,00,000 FC ÷ 5,000 units
- Result
- ₹1,600
- Method
- Mark-up price (20% on sales)
- Working
- 1,600 ÷ (1 − 0.20)
- Result
- ₹2,000
- Method
- Target-return price (20% ROI on ₹1 crore)
- Working
- 1,600 + (0.20 × 1,00,00,000) ÷ 5,000
- Result
- ₹2,000
- Method
- Break-even volume
- Working
- 30,00,000 ÷ (2,000 − 1,000)
- Result
- 3,000 units
MBA(A) 111 Unit 3: Promotion and Distribution Decisions
Pages 47 to 64, 8 sections. IMC, the communication process and four promotion-budget methods come first, then the five promotion tools from advertising to sales promotion.
Distribution covers channel design, member selection, conflict and emerging channels like D2C, quick commerce and ONDC. Exam corner: 10 solved, 8 five-mark and 8 fifteen-mark questions; a case on HUL's Project Shakti.
| Level | Structure | Example |
|---|---|---|
| Zero | Manufacturer → Consumer | Amway, D2C brands |
| One | Manufacturer → Retailer → Consumer | Maruti dealers |
| Two | Manufacturer → Wholesaler → Retailer → Consumer | FMCG, medicines |
| Three | Manufacturer → Agent / C&F → Wholesaler → Retailer → Consumer | Rural FMCG |
Quick look: channel levels with Indian examples (from page 55)
- Level
- Zero
- Structure
- Manufacturer → Consumer
- Example
- Amway, D2C brands
- Level
- One
- Structure
- Manufacturer → Retailer → Consumer
- Example
- Maruti dealers
- Level
- Two
- Structure
- Manufacturer → Wholesaler → Retailer → Consumer
- Example
- FMCG, medicines
- Level
- Three
- Structure
- Manufacturer → Agent / C&F → Wholesaler → Retailer → Consumer
- Example
- Rural FMCG
MBA(A) 111 Unit 4: Contemporary Marketing Trends and Issues
Pages 65 to 81, 7 sections. Rogers' adoption process opens the unit, followed by rural marketing with the 4As, social, sustainable and digital marketing.
Ethics cites the CCPA dark-patterns guidelines and ASCI; the unit ends on marketing analytics. Exam corner: 10 solved, 8 five-mark and 7 fifteen-mark questions; 4 cases including UPI adoption and ITC e-Choupal.
| Metric | Working | Result |
|---|---|---|
| CAC | ₹10,00,000 ÷ 2,000 new users | ₹500 |
| Churn rate | 400 ÷ 8,000 × 100 | 5% |
| Marketing ROI | (14,00,000 − 10,00,000) ÷ 10,00,000 × 100 | 40% |
| CLV : CAC | ₹2,000 : ₹500 | 4 : 1 |
Quick look: CAC, churn and marketing ROI for an EdTech app (from page 78)
- Metric
- CAC
- Working
- ₹10,00,000 ÷ 2,000 new users
- Result
- ₹500
- Metric
- Churn rate
- Working
- 400 ÷ 8,000 × 100
- Result
- 5%
- Metric
- Marketing ROI
- Working
- (14,00,000 − 10,00,000) ÷ 10,00,000 × 100
- Result
- 40%
- Metric
- CLV : CAC
- Working
- ₹2,000 : ₹500
- Result
- 4 : 1
The 4Ps and the services 7Ps in marketing management: excerpt from page 14 of the MBA(A) 111 notes
Excerpt from page 14 (Unit I, section 5: Concept of Marketing Mix)
The marketing mix is the set of controllable, tactical marketing tools that a firm blends to get the response it wants from its target market. Neil Borden coined the term in 1953, and E. Jerome McCarthy gave the popular 4Ps classification in 1960. All four Ps start from the same point: the target customers and the positioning the firm intends.
(1) Product
The goods-and-services combination the company offers to the target market. Decisions cover quality, features, design, brand name, packaging, labelling, sizes, after-sales service and warranties. Maruti Suzuki, for example, runs a range from Alto to Grand Vitara to cover different needs.
(2) Price
The amount customers must pay to get the product. It is the only P that produces revenue; the other three create costs. Decisions cover pricing objectives, method, discounts, credit terms and price changes. Jio's low data pricing is the notes' example of price reshaping a whole industry.
(3) Place (Distribution)
Everything that makes the product available to target consumers: channel selection, coverage, outlet locations, inventory and transport. Coca-Cola reaches remote villages through a multi-tier distribution network.
(4) Promotion
Activities that communicate the product's merits and persuade customers to buy: advertising, personal selling, sales promotion, publicity and PR, and direct and digital marketing. Cadbury Dairy Milk's "Kuch Meetha Ho Jaaye" campaign is the example used.
Extended marketing mix for services: the 7Ps
Booms and Bitner (1981) added three Ps for services, because services are intangible, inseparable, variable and perishable:
- People: everyone involved in delivering the service, employees and other customers, whose behaviour shapes the experience (cabin crew of an airline).
- Process: the procedures and flow of activities through which the service is delivered (McDonald's standard ordering process, online check-in).
- Physical evidence: tangible cues that help customers judge an intangible service, such as décor, uniforms, website and brochures (the ambience of a Starbucks outlet, hospital cleanliness).
Do the MBA(A) 111 notes cover the full GGSIPU syllabus?
Yes. Every topic listed under the four official MBA(A) 111 units has a matching section in the notes; none is missing.
| Official unit | Official topics | Where in the notes | Status |
|---|---|---|---|
| I. Introduction to Marketing | Meaning and scope; marketing philosophies; customer value and satisfaction; marketing management process; marketing mix; marketing environment; consumer buyer behaviour; segmentation, targeting and positioning; competitive marketing strategies | Sections 1 to 9, pp. 5 to 25 | Covered |
| II. Product and Pricing Decisions | Product concept, classifications, levels, differentiation, mix, line decisions; PLC concept and strategies; brand and branding strategies; new product development process; pricing objectives, determinants, methods and strategies | Sections 1 to 10, pp. 28 to 44 | Covered |
| III. Promotion and Distribution Decisions | Integrated marketing communication; promotion mix (advertising, personal selling, publicity, direct marketing, sales promotion); channels of distribution; functions of intermediaries; channel design; selecting channel members; channel management; emerging channels | Sections 1 to 8, pp. 47 to 62 | Covered |
| IV. Contemporary Marketing Trends and Issues | Consumer adoption of innovations; rural marketing; social marketing; sustainable marketing; digital marketing; ethical issues; introduction to marketing analytics | Sections 1 to 7, pp. 65 to 79 | Covered |
MBA(A) 111 official syllabus mapped to the Unnati notes
- Official unit
- I. Introduction to Marketing
- Official topics
- Meaning and scope; marketing philosophies; customer value and satisfaction; marketing management process; marketing mix; marketing environment; consumer buyer behaviour; segmentation, targeting and positioning; competitive marketing strategies
- Where in the notes
- Sections 1 to 9, pp. 5 to 25
- Status
- Covered
- Official unit
- II. Product and Pricing Decisions
- Official topics
- Product concept, classifications, levels, differentiation, mix, line decisions; PLC concept and strategies; brand and branding strategies; new product development process; pricing objectives, determinants, methods and strategies
- Where in the notes
- Sections 1 to 10, pp. 28 to 44
- Status
- Covered
- Official unit
- III. Promotion and Distribution Decisions
- Official topics
- Integrated marketing communication; promotion mix (advertising, personal selling, publicity, direct marketing, sales promotion); channels of distribution; functions of intermediaries; channel design; selecting channel members; channel management; emerging channels
- Where in the notes
- Sections 1 to 8, pp. 47 to 62
- Status
- Covered
- Official unit
- IV. Contemporary Marketing Trends and Issues
- Official topics
- Consumer adoption of innovations; rural marketing; social marketing; sustainable marketing; digital marketing; ethical issues; introduction to marketing analytics
- Where in the notes
- Sections 1 to 7, pp. 65 to 79
- Status
- Covered
Official source: MBA (Analytics) Scheme and Syllabus 2022-24 onwards (ipu.ac.in).
Every course in GGSIPU notes is mapped to its own official PDF the same way.
How to write MBA(A) 111 answers: definition-led five-mark and fifteen-mark theory answers with Indian brand cases
Marks here come from structure, not length. The notes' answer guides follow one pattern: a Kotler or AMA definition, features or steps as points, a diagram or table, and a short Indian example. A fifteen-mark answer adds a comparison table and a case.
The exam tips name the diagrams to draw: the STP table, the PLC curve, the eight-stage NPD chain and the channel-levels table. For pricing or analytics sums, write each formula on its own line first.
Worked example: "Explain the components of customer perceived value." (Unit I, five-mark practice question)
- Definition: CPV is the difference between total customer benefit and total customer cost, as the customer judges it (Kotler). Box it: CPV = Total Customer Benefit − Total Customer Cost.
- Benefits: product, service, personnel and image.
- Costs: monetary, time, energy and psychic.
- Example: Flipkart's one-day delivery, easy returns and EMI options raise benefit and cut time, energy and psychic cost.
A common slip is treating value as price alone. Practise this format on GGSIPU MBA (Analytics) important questions.
MBA(A) 111 exam corner: 40 solved short answers plus 32 five-mark and 31 fifteen-mark practice questions by unit
| Unit | Short answers (solved) | 5 Marks (practice) | 15 Marks (practice) | Worked illustrations |
|---|---|---|---|---|
| I | 10 | 8 | 9 | 2 |
| II | 10 | 8 | 7 | 3 |
| III | 10 | 8 | 8 | 3 |
| IV | 10 | 8 | 7 | 2 |
| Total | 40 | 32 | 31 | 10 |
MBA(A) 111 exam corner questions in the notes, by unit
- Unit
- I
- Short answers (solved)
- 10
- 5 Marks (practice)
- 8
- 15 Marks (practice)
- 9
- Worked illustrations
- 2
- Unit
- II
- Short answers (solved)
- 10
- 5 Marks (practice)
- 8
- 15 Marks (practice)
- 7
- Worked illustrations
- 3
- Unit
- III
- Short answers (solved)
- 10
- 5 Marks (practice)
- 8
- 15 Marks (practice)
- 8
- Worked illustrations
- 3
- Unit
- IV
- Short answers (solved)
- 10
- 5 Marks (practice)
- 8
- 15 Marks (practice)
- 7
- Worked illustrations
- 2
- Unit
- Total
- Short answers (solved)
- 40
- 5 Marks (practice)
- 32
- 15 Marks (practice)
- 31
- Worked illustrations
- 10
The MBA(A) 111 notes solve 40 short-answer questions across 4 units and list 32 five-mark and 31 fifteen-mark practice questions, backed by 10 worked illustrations.
- Unit I: What is marketing myopia? Levitt's term for focusing on the product, not the need it serves; Kodak is the example.
- Unit II: What is brand equity? The effect a known brand name has on customer response; Aaker's five components.
- Unit III: Push vs pull strategy. Push works through channel members with personal selling and trade promotion; pull builds consumer demand with advertising.
- Unit IV: What is greenwashing? False, vague or exaggerated green claims about a product.
The 5-mark and 15-mark lists have no model answers; use them for timed practice. More practice sits in the MBA(A) 111 important questions.
Who writes and checks the MBA(A) 111 marketing notes?
- Prateek Talwar (author): 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): Academic Head, Unnati Educations; M.Ed.; 7 years of experience. Reviewer profile
The 2026-27 edition maps to the 2022-24 onwards scheme, with 9 case studies from Amul to Netflix and 21 exam tips. Updated 13 October 2026 under our editorial policy.
The same team prepares GGSIPU important questions, checked against the syllabus as these MBA(A) 111 Marketing Management IPU notes are.
MBA(A) 111 and the GGSIPU MBA (Analytics) Sem 1 papers it connects to
MBA(A) 111 has no lab paper; the GGSIPU MBA (Analytics) syllabus lists every code in the programme.
- Unit I buyer behaviour (motivation, Maslow) draws on MBA(A) 101 Management Process and Organisational Behaviour.
- Unit II break-even pricing uses MBA(A) 103 Accounting for Management; price elasticity comes from MBA(A) 105 Economics and Quantitative Analysis.
- Unit III communication process sits close to MBA(A) 109 Communication in Organizations.
- Unit IV analytics (A/B testing, forecasting, churn) is practised in MBA(A) 113 Introduction to Analytics and R and MBA(A) 115 Data Preparation and Exploration, with labs MBA(A) 153 and 155.
The Sem 3 marketing electives MBA(A) 221, 223 and 225 build on Units I and IV.
MBA(A) 111 marketing notes FAQs
How do I get the full MBA(A) 111 notes?
Tap "Get Full Notes" to message Unnati Educations on WhatsApp at 9899436384. The full MBA(A) 111 notes come only as a printed book, not as a PDF. Delivery takes 5 to 7 days at most; the exact time depends on your location. Mention your course and semester in the message so the correct MBA (Analytics) book is sent.
Is MBA(A) 111 the same paper as MBA (A) - 111L?
Yes. The first-semester scheme table in the official PDF lists MBA(A) 111 Marketing Management, while the paper's own syllabus page prints the code as "MBA (A) - 111L" with 3 credits. Both mean the same 3-credit Core paper, with the same four units and the same 42 teaching hours. Our notes print MBA(A)-111L on every page, matching the syllabus page.
How many marks is MBA(A) 111 and what is the passing mark?
The official MBA (Analytics) PDF prints only the internal assessment for MBA(A) 111: 25 marks, made up of Class Test-I (15) and a presentation, viva-voce or group discussion (10). It does not print the end-term marks or a pass percentage. It says the scheme follows Ordinance 11, so check Ordinance 11 on ipu.ac.in for minimum marks and re-appear rules.
Which MBA(A) 111 unit is the longest in the notes?
Unit I, Introduction to Marketing: 23 pages (5 to 27) and 9 sections, from the definition of marketing to competitive strategies. It is also the only unit the official syllabus gives 12 teaching hours; the other three get 10 each. Unit I has 9 fifteen-mark practice questions in the notes, more than any other unit, and 8 exam tips.
Does MBA(A) 111 include marketing analytics?
Yes. "Introduction to Marketing Analytics" is the last official topic of MBA(A) 111 Unit IV. The notes give it pages 77 to 79: why analytics matters, its four types, data sources, applications such as A/B testing and demand forecasting, metrics like CAC, CLV, churn and marketing ROI, the analytics process and common tools, with a worked example.
Is there a lab paper paired with MBA(A) 111?
No. MBA(A) 111 is a theory-only paper with 3 lecture hours a week and no practical hours. The three Sem 1 labs, MBA(A) 151, 153 and 155, belong to Information Technology for Management, Introduction to Analytics and R, and Data Preparation and Exploration, so MBA(A) 111 needs no record file, viva or practical exam of its own.
Get the full MBA(A) 111 Marketing Management Notes on WhatsApp
The full MBA(A) 111 Marketing Management Notes are sold as a printed book only, not as a PDF: 82 pages in all, with a cover, a three-page index, 77 content pages and a closing page.
| Unit | Pages | Page range | Solved short answers |
|---|---|---|---|
| I. Introduction to Marketing | 23 | 5 to 27 | 10 |
| II. Product and Pricing Decisions | 19 | 28 to 46 | 10 |
| III. Promotion and Distribution Decisions | 18 | 47 to 64 | 10 |
| IV. Contemporary Marketing Trends and Issues | 17 | 65 to 81 | 10 |
Pages per unit in the MBA(A) 111 notes book
- Unit
- I. Introduction to Marketing
- Pages
- 23
- Page range
- 5 to 27
- Solved short answers
- 10
- Unit
- II. Product and Pricing Decisions
- Pages
- 19
- Page range
- 28 to 46
- Solved short answers
- 10
- Unit
- III. Promotion and Distribution Decisions
- Pages
- 18
- Page range
- 47 to 64
- Solved short answers
- 10
- Unit
- IV. Contemporary Marketing Trends and Issues
- Pages
- 17
- Page range
- 65 to 81
- Solved short answers
- 10
Format: a printed book of Marketing Management notes in English. Delivery: within 5 to 7 days at most; the rest depends on your location.
Order the full MBA(A) 111 notes book on WhatsApp (4 units, 82 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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