MFM 111 Marketing Management Notes from Unnati Educations cover all 4 units of the GGSIPU MBA (Financial Management) Semester 1 core paper in 48 pages, with 32 comparison tables and 90 important exam-style questions (38 long-answer and 52 short-answer). The printed notes follow the MBA (FM) scheme applicable to batches admitted from 2021-22 onwards.
Written by Prateek Talwar, Founder, Unnati Educations · Reviewed by Prateek Talwar · Checked against the MBA (Financial Management) Scheme and Syllabus 2021-22 Onwards, dated 20 May 2022 · Updated 14 October 2026 · Editorial policy
Scheme: MBA (FM) scheme and syllabus 2021-22 onwards | Applies to: batches admitted 2021-22 onwards | Verified against: MBA (Financial Management) Scheme and Syllabus, dated 20 May 2022
MFM 111 Marketing Management at a glance: GGSIPU MBA (FM) Sem 1 credits, units and exam pattern
MFM 111 is a 3-credit Core paper in GGSIPU MBA (Financial Management) Semester 1. It is one of six Core papers and the semester's dedicated marketing paper. The scheme details can be checked against the official MBA (FM) syllabus.
| Code and title | MFM 111 · Marketing Management |
|---|---|
| Course and semester | MBA (Financial Management) · Semester 1 |
| Category and credits | Core · 3 credits · L-T-P: 3-0-0 |
| Marks | 100: 25 internal (15-mark class test and 10 marks for other assessment activities) + 75 end-term |
| Pass mark | Not specified in the supplied scheme details. Refer to GGSIPU Ordinance 11 for applicable examination rules. |
| Applies to | Batches admitted from 2021-22 onwards under this scheme |
| End-term pattern | No MFM 111-specific paper-setting pattern identified in the supplied syllabus details |
| Units and hours | 4 units, 42 teaching hours: Unit I 12; Units II, III and IV 10 each |
| Paired lab | None |
MFM 111 sits alongside eight other Semester 1 papers. The supplied scheme lists 25 credits across the semester.
MFM 111 Marketing Management Notes unit-wise: 90 important questions and 32 comparison tables across 4 units
The MFM 111 notes contain 48 printed pages: four pages of cover and index material and 44 pages of unit content. Topics include STP, the product life cycle, pricing, integrated marketing communications, distribution channels, rural marketing, digital marketing and ethics. Indian examples include Amul, DMart, Jio and HUL.
MFM 111 Unit 1: Introduction to Marketing
Unit 1 (pages 5 to 15) covers marketing definitions, customer perceived value, Net Promoter Score, customer lifetime value, the marketing management process, 4Ps, 7Ps and 4Cs, micro and PESTLE macro environments, buyer behaviour, segmentation, targeting and positioning. It has 8 sections, 9 comparison tables and 20 important questions.
Quick look: Assael's four types of buying behaviour (from page 12)
| Brand differences | High involvement | Low involvement |
|---|---|---|
| Significant | Complex buying behaviour (car, laptop) | Variety-seeking buying behaviour (biscuits, snacks) |
| Few | Dissonance-reducing buying behaviour (carpet, cement) | Habitual buying behaviour (salt, sugar) |
Buying behaviour by involvement and perceived brand differences
- Brand differences
- Significant
- High involvement
- Complex buying behaviour (car, laptop)
- Low involvement
- Variety-seeking buying behaviour (biscuits, snacks)
- Brand differences
- Few
- High involvement
- Dissonance-reducing buying behaviour (carpet, cement)
- Low involvement
- Habitual buying behaviour (salt, sugar)
MFM 111 Unit 2: Product and Pricing Decisions
Unit 2 (pages 16 to 27) is the longest unit at 12 pages. It covers five product levels, product mix decisions, the product life cycle (PLC), brand equity, the eight-stage new product development process, the Ansoff matrix, pricing objectives, determinants, methods and strategies. It has 11 sections, 8 comparison tables and 24 important questions.
Quick look: Market skimming vs market penetration (from page 25)
| Basis | Skimming | Penetration |
|---|---|---|
| Launch price | High, to attract buyers willing to pay more | Low, to build market share quickly |
| Suitable conditions | Product quality and image support a premium price; competitive pressure is limited | Customers are price-sensitive and costs may fall as volume grows |
Skimming and penetration pricing strategies
- Basis
- Launch price
- Skimming
- High, to attract buyers willing to pay more
- Penetration
- Low, to build market share quickly
- Basis
- Suitable conditions
- Skimming
- Product quality and image support a premium price; competitive pressure is limited
- Penetration
- Customers are price-sensitive and costs may fall as volume grows
MFM 111 Unit 3: Promotion and Distribution Decisions
Unit 3 (pages 28 to 38) covers integrated marketing communications, the five Ms of advertising, the seven-step personal selling process, public relations, sales promotion, channel levels, vertical marketing systems, intermediaries, channel conflict and emerging distribution channels such as direct-to-consumer commerce, quick commerce and ONDC. It has 13 sections, 5 comparison tables and 24 important questions.
Quick look: Advertising vs publicity (from page 32)
| Basis | Advertising | Publicity |
|---|---|---|
| Placement cost | Paid placement | Generally unpaid media coverage |
| Control | Advertiser generally controls the message and timing | Organisation has limited control over independent media coverage |
| Credibility | May be perceived as promotional | Independent coverage may be perceived as more credible |
Advertising and publicity compared
- Basis
- Placement cost
- Advertising
- Paid placement
- Publicity
- Generally unpaid media coverage
- Basis
- Control
- Advertising
- Advertiser generally controls the message and timing
- Publicity
- Organisation has limited control over independent media coverage
- Basis
- Credibility
- Advertising
- May be perceived as promotional
- Publicity
- Independent coverage may be perceived as more credible
MFM 111 Unit 4: Contemporary Marketing Trends and Issues
Unit 4 (pages 39 to 48) covers competitive strategies, marketing analytics, adoption of innovations, the 4As of rural marketing, social marketing, sustainable marketing, digital marketing and marketing ethics. The supplied content also discusses Indian marketing legislation, including the Digital Personal Data Protection Act, 2023. It has 8 sections, 10 comparison tables and 22 important questions.
Quick look: Types of marketing analytics (from page 40)
| Type | Question answered | Example |
|---|---|---|
| Descriptive | What happened? | Monthly sales report |
| Diagnostic | Why did it happen? | Analysis of falling regional sales |
| Predictive | What is likely to happen? | Customer churn prediction |
Marketing analytics and the questions they answer
- Type
- Descriptive
- Question answered
- What happened?
- Example
- Monthly sales report
- Type
- Diagnostic
- Question answered
- Why did it happen?
- Example
- Analysis of falling regional sales
- Type
- Predictive
- Question answered
- What is likely to happen?
- Example
- Customer churn prediction
The source quick-look table lists these three types. Prescriptive analytics is not included in that particular source table, so it has not been added as a fourth row.
Production, product, selling and marketing concepts in marketing management: excerpt from page 7 of the MFM 111 notes
Excerpt from page 7
Marketing philosophies, also called marketing concepts or orientations, guide a firm's marketing activities. They describe different ways organisations approach production, products, selling and customer satisfaction.
The production concept
This philosophy holds that consumers favour products that are widely available and inexpensive. Managers therefore focus on production efficiency, low costs and broad distribution. It can be useful when demand exceeds supply or production costs need to fall. Early Ford Model T production is a familiar example. Its limitation is that efficiency alone does not guarantee satisfaction of customer needs.
The product concept
The product concept assumes that customers prefer products offering superior quality, performance or innovative features. Firms concentrate on product improvement, but may overlook whether customers value the additional features. A feature-heavy phone that fails to address actual user needs illustrates this risk.
The selling concept
The selling concept assumes consumers will not buy enough without substantial selling and promotional effort. It emphasises selling what the organisation produces rather than first identifying what customers want. Aggressive selling may generate short-term sales but can also create dissatisfaction.
The marketing concept
The marketing concept starts with the needs and wants of a defined target market. It seeks to deliver satisfaction more effectively than competitors through coordinated marketing activities. Its four pillars are target market, customer needs, integrated marketing and profitability.
| Basis | Selling concept | Marketing concept |
|---|---|---|
| Starting point | Factory | Target market |
| Focus | Existing products | Customer needs |
| Means | Selling and promotion | Integrated marketing |
| End | Profits through sales volume | Profits through customer satisfaction |
| Orientation | Short-term, inside-out | Long-term, outside-in |
Selling concept vs marketing concept (page 7)
- Basis
- Starting point
- Selling concept
- Factory
- Marketing concept
- Target market
- Basis
- Focus
- Selling concept
- Existing products
- Marketing concept
- Customer needs
- Basis
- Means
- Selling concept
- Selling and promotion
- Marketing concept
- Integrated marketing
- Basis
- End
- Selling concept
- Profits through sales volume
- Marketing concept
- Profits through customer satisfaction
- Basis
- Orientation
- Selling concept
- Short-term, inside-out
- Marketing concept
- Long-term, outside-in
Do the MFM 111 notes cover the full GGSIPU syllabus?
The supplied syllabus mapping identifies notes sections for the topics in all four official MFM 111 units. It also identifies additional coverage of packaging and labelling in Unit 2 and marketing logistics in Unit 3.
| Official unit | Official topics | Where in the notes | Status |
|---|---|---|---|
| Unit I: Introduction to Marketing | Marketing scope, philosophies, customer value, marketing management process, marketing mix, environment, buyer behaviour and STP | Sections 1–8, pages 5–14 | Mapped in supplied content |
| Unit II: Product and Pricing Decisions | Product decisions, PLC, branding, new product development, Ansoff matrix and pricing | Sections 1–11, pages 16–26 | Mapped in supplied content |
| Unit III: Promotion and Distribution Decisions | Integrated marketing communications, promotion mix, channels, intermediaries, channel management and emerging channels | Sections 1–13, pages 28–38 | Mapped in supplied content |
| Unit IV: Contemporary Marketing Trends and Issues | Competitive strategies, analytics, innovation adoption, rural marketing, social marketing, sustainable marketing, digital marketing and ethics | Sections 1–8, pages 39–48 | Mapped in supplied content |
MFM 111 official syllabus topics mapped to the notes
- Official unit
- Unit I: Introduction to Marketing
- Official topics
- Marketing scope, philosophies, customer value, marketing management process, marketing mix, environment, buyer behaviour and STP
- Where in the notes
- Sections 1–8, pages 5–14
- Status
- Mapped in supplied content
- Official unit
- Unit II: Product and Pricing Decisions
- Official topics
- Product decisions, PLC, branding, new product development, Ansoff matrix and pricing
- Where in the notes
- Sections 1–11, pages 16–26
- Status
- Mapped in supplied content
- Official unit
- Unit III: Promotion and Distribution Decisions
- Official topics
- Integrated marketing communications, promotion mix, channels, intermediaries, channel management and emerging channels
- Where in the notes
- Sections 1–13, pages 28–38
- Status
- Mapped in supplied content
- Official unit
- Unit IV: Contemporary Marketing Trends and Issues
- Official topics
- Competitive strategies, analytics, innovation adoption, rural marketing, social marketing, sustainable marketing, digital marketing and ethics
- Where in the notes
- Sections 1–8, pages 39–48
- Status
- Mapped in supplied content
Official reference: MBA (Financial Management) Scheme and Syllabus 2021-22 Onwards. The supplied page plan identifies the MFM 111 unit titles on page 20 of the syllabus.
How to write MFM 111 answers: definition, Indian brand example and comparison table
The MFM 111 notes emphasise structured theory answers. A useful format is to begin with a recognised definition, explain the key points, add a relevant Indian brand example and use a comparison table where appropriate.
For marketing philosophies, page 8 suggests presenting the sequence Production, Product, Selling, Marketing, Societal and Holistic, with examples. For product-level questions, page 17 covers both Kotler's five levels and Kotler and Armstrong's three levels. For emerging channels, page 38 covers D2C, quick commerce, omnichannel distribution and ONDC.
For difference questions, use a Basis column and compare like-for-like characteristics. The notes demonstrate this with advertising versus publicity and traditional versus digital marketing.
Worked example: Push vs pull strategy (page 29)
- Define push: Promotion directed towards intermediaries to encourage them to stock, recommend and sell the product.
- Give push tools: Personal selling, trade discounts and dealer promotions.
- Define pull: Promotion directed towards final consumers to create demand that encourages intermediaries to stock the product.
- Give pull tools: Consumer advertising, brand campaigns and consumer promotions.
- Compare applications: Business-to-business selling may rely heavily on push, while consumer brands often use pull. Many businesses combine both approaches.
Apply the same definition, explanation, example and comparison format to other MFM 111 practice questions.
MFM 111 exam corner: 38 long-answer and 52 short-answer important questions by unit
Each unit ends with an Important Questions for Examination list. These are exam-style practice questions, not verified previous-year questions; the supplied lists do not provide examination-year tags.
| Unit | Long-answer | Short-answer | Comparison tables |
|---|---|---|---|
| Unit I: Introduction to Marketing | 9 | 11 | 9 |
| Unit II: Product and Pricing Decisions | 10 | 14 | 8 |
| Unit III: Promotion and Distribution Decisions | 11 | 13 | 5 |
| Unit IV: Contemporary Marketing Trends and Issues | 8 | 14 | 10 |
| Total | 38 | 52 | 32 |
MFM 111 important questions and comparison tables by unit
- Unit
- Unit I: Introduction to Marketing
- Long-answer
- 9
- Short-answer
- 11
- Comparison tables
- 9
- Unit
- Unit II: Product and Pricing Decisions
- Long-answer
- 10
- Short-answer
- 14
- Comparison tables
- 8
- Unit
- Unit III: Promotion and Distribution Decisions
- Long-answer
- 11
- Short-answer
- 13
- Comparison tables
- 5
- Unit
- Unit IV: Contemporary Marketing Trends and Issues
- Long-answer
- 8
- Short-answer
- 14
- Comparison tables
- 10
- Unit
- Total
- Long-answer
- 38
- Short-answer
- 52
- Comparison tables
- 32
Total: 90 exam-style questions (38 long-answer + 52 short-answer) and 32 comparison tables across four units.
One question per unit, with answer pointers:
- Unit I: What is STP? Explain segmentation bases, targeting strategies and positioning with examples. Pointer: Explain the four segmentation bases, five requirements, targeting approaches, positioning bases and common errors (pages 13–14).
- Unit II: Explain the product life cycle and marketing strategies at each stage. Pointer: Draw the PLC curve and describe stage-wise marketing strategies (pages 19–21).
- Unit III: What is channel conflict and how can it be managed? Pointer: Explain channel training, motivation and evaluation, followed by conflict types, causes and remedies (pages 36–37).
- Unit IV: What is rural marketing? Discuss challenges and strategies in India. Pointer: Explain rural market characteristics, six challenges, the 4As and marketing-mix strategies, with examples such as HUL Project Shakti (pages 42–43).
A separate MFM 111 important questions page is planned.
Who writes and checks the MFM 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
Prateek Talwar is also listed as the reviewer of these notes. The 2026–27 edition maps MFM 111 to the MBA (Financial Management) scheme applicable to batches admitted from 2021–22 onwards. The supplied record states that the notes were last checked against the official syllabus on 13 October 2026.
The book contains 40 numbered sections and 32 comparison tables. See the editorial policy for information about content review and corrections.
Unnati Educations also prepares GGSIPU important questions for supported courses.
MFM 111 and the GGSIPU MBA (FM) Sem 1 papers it connects to
Paired lab: None. MFM 111 is a theory paper without a separately paired marketing lab in the supplied Semester 1 scheme.
Its topics connect with other Semester 1 papers:
- MFM 105 Managerial Economics: Pricing determinants, elasticity and market structure connect with Units II–III.
- MFM 107 Accounting for Management: Break-even analysis and marginal-cost pricing connect with Unit IV topics on marginal costing and cost-volume-profit analysis.
- MFM 101 Management Process and Organisational Behaviour: Psychological factors in buyer behaviour connect with Unit III.
- MFM 113 Communication in Organizations: The communication process connects with Unit I.
- MFM 115 Legal Aspects of Business: Marketing ethics and laws connect with legal and regulatory topics.
- MFM 109 Information Technology Management, MFM 103 Quantitative Techniques and MFM 117 Information Technology Management Lab: Marketing analytics connects with information systems, regression and spreadsheet analysis.
| Group | Papers |
|---|---|
| Related theory papers | MFM 101 Management Process and Organisational Behaviour; MFM 103 Quantitative Techniques; MFM 105 Managerial Economics; MFM 107 Accounting for Management; MFM 109 Information Technology Management; MFM 113 Communication in Organizations; MFM 115 Legal Aspects of Business |
| Practical paper | MFM 117 Information Technology Management Lab |
Other MBA (FM) Semester 1 papers under the 2021-22 onwards scheme
- Group
- Related theory papers
- Papers
- MFM 101 Management Process and Organisational Behaviour; MFM 103 Quantitative Techniques; MFM 105 Managerial Economics; MFM 107 Accounting for Management; MFM 109 Information Technology Management; MFM 113 Communication in Organizations; MFM 115 Legal Aspects of Business
- Group
- Practical paper
- Papers
- MFM 117 Information Technology Management Lab
MFM 111 Marketing notes FAQs
How do I get the full MFM 111 notes?
Use the Get Full Notes WhatsApp button to contact Unnati Educations at 9899436384. The full MFM 111 notes are supplied as a printed book, not as a downloadable PDF. The price is shared on WhatsApp.
What is the passing mark for MFM 111 Marketing Management?
MFM 111 carries 100 marks: 25 internal and 75 end-term. The supplied scheme details do not state a passing percentage. Refer to GGSIPU Ordinance 11 for the examination rules applicable to your batch.
How are the 25 internal marks of MFM 111 decided?
The supplied scheme allocates 15 marks to a written class test and 10 marks to other assessment activities, such as assignments, presentations, viva-voce, group discussion or class participation.
Which MFM 111 unit is the biggest in the notes?
Unit 2, Product and Pricing Decisions, is the longest at 12 pages (pages 16–27). Unit 3 has the most numbered sections (13) and long-answer questions (11). Unit 4 has the most comparison tables (10).
Do the MFM 111 notes follow the MBA (FM) scheme for 2021-22 onwards?
The supplied content maps the notes to the GGSIPU MBA (Financial Management) scheme and syllabus labelled 2021-22 Onwards, dated 20 May 2022. All four official unit titles and their mapped topics are included in the supplied inventory.
Can I see sample pages before ordering?
The page plan specifies an eight-page sample PDF containing pages 1, 2, 3, 4, 7, 23, 34 and 41. Its availability depends on the sample PDF being uploaded and linked on the website.
Get the full MFM 111 Marketing Management Notes on WhatsApp
The full MFM 111 Marketing Management notes are offered as a printed English-language book, not as a complete downloadable PDF.
| Part | Pages | Sections | Important questions |
|---|---|---|---|
| Cover and index | 1–4 (4) | — | — |
| Unit I: Introduction to Marketing | 5–15 (11) | 8 | 20 |
| Unit II: Product and Pricing Decisions | 16–27 (12) | 11 | 24 |
| Unit III: Promotion and Distribution Decisions | 28–38 (11) | 13 | 24 |
| Unit IV: Contemporary Marketing Trends and Issues | 39–48 (10) | 8 | 22 |
| Total | 48 | 40 | 90 |
What is inside the MFM 111 notes book
- Part
- Cover and index
- Pages
- 1–4 (4)
- Sections
- —
- Important questions
- —
- Pages
- 5–15 (11)
- Sections
- 8
- Important questions
- 20
- Pages
- 16–27 (12)
- Sections
- 11
- Important questions
- 24
- Pages
- 28–38 (11)
- Sections
- 13
- Important questions
- 24
- Pages
- 39–48 (10)
- Sections
- 8
- Important questions
- 22
- Part
- Total
- Pages
- 48
- Sections
- 40
- Important questions
- 90
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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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