MS 111 Marketing Management Notes from Unnati Educations run to 53 pages across 4 units and 34 numbered sections, with 60 tables, 16 flow diagrams and 39 important exam questions. They follow the GGSIPU MBA Scheme and Syllabus 2021-22 onwards, which applies from the 2021-22 academic session.
Written by Prateek Talwar, Founder, Unnati Educations (ACS, ICSI) · Language reviewed by Sheetal Kirola, Academic Head, M.Ed. · Checked against MBA Scheme and Syllabus 2021-22 onwards (ipu.ac.in, BOS 12/10/2021) · Updated 13 October 2026 · Editorial policy
Scheme: MBA Scheme and Syllabus 2021-22 onwards | Applies to: 2021-22 academic session onwards | Verified against: MBA Scheme and Syllabus 2021-22 onwards, ipu.ac.in (BOS 12/10/2021)
MS 111 Marketing Management at a glance: GGSIPU MBA Sem 1 credits, units and exam pattern
| Item | MS 111 detail |
|---|---|
| Code and title | MS 111 Marketing Management |
| Course and semester | Master of Business Administration (MBA), First Semester |
| Category and credits | Core/Open Elective · L-3, T/P nil · 3 credits |
| Marks | 100: 25 internal + 75 end-term |
| Internal split | Class test 15 + assignments, viva or participation 10 |
| Applies to | 2021-22 academic session onwards |
| End-term pattern | Not printed in the official PDFs (no paper-setter instructions for MS 111) |
| Exam duration | 3 hours |
| Units and hours | 4 units: 12 + 10 + 10 + 10 = 42 hours |
| Paired lab | None. MS 117 Information Technology Management Lab belongs to MS 109. |
| Pass and re-appear rules | Not printed in the MBA scheme; set by GGSIPU Ordinance 11 |
MS 111 Marketing Management: official facts from the GGSIPU MBA scheme (2021-22 onwards)
- Item
- Code and title
- MS 111 detail
- MS 111 Marketing Management
- Item
- Course and semester
- MS 111 detail
- Master of Business Administration (MBA), First Semester
- Item
- Category and credits
- MS 111 detail
- Core/Open Elective · L-3, T/P nil · 3 credits
- Item
- Marks
- MS 111 detail
- 100: 25 internal + 75 end-term
- Item
- Internal split
- MS 111 detail
- Class test 15 + assignments, viva or participation 10
- Item
- Applies to
- MS 111 detail
- 2021-22 academic session onwards
- Item
- End-term pattern
- MS 111 detail
- Not printed in the official PDFs (no paper-setter instructions for MS 111)
- Item
- Exam duration
- MS 111 detail
- 3 hours
- Item
- Units and hours
- MS 111 detail
- 4 units: 12 + 10 + 10 + 10 = 42 hours
- Item
- Paired lab
- MS 111 detail
- None. MS 117 Information Technology Management Lab belongs to MS 109.
- Item
- Pass and re-appear rules
- MS 111 detail
- Not printed in the MBA scheme; set by GGSIPU Ordinance 11
MS 111 is one of nine codes in the first semester, listed on the GGSIPU MBA Semester 1 papers.
MS 111 Marketing Management Notes unit-wise: 39 exam questions and 60 tables across 4 units
These MS 111 Marketing Management IPU notes keep the official unit order, so each section number in the book matches a topic in the scheme. Notes for the other first-year papers sit under GGSIPU MBA notes.
The index and one page per unit are in the sample PDF above.
MS 111 Unit 1: Introduction to Marketing
Unit 1 builds the vocabulary: six philosophies from production to holistic, customer perceived value, the 4Ps, 7Ps and 4Cs, PESTEL, the black-box buyer model, STP and Kotler's competitive positions.
Pages 4 to 16 · 9 sections (1.1 to 1.9) · 17 tables · 5 flow diagrams · 10 exam questions.
| Situation | Result |
|---|---|
| Performance below expectations | Dissatisfied customer |
| Performance equals expectations | Satisfied customer |
| Performance above expectations | Highly satisfied or delighted customer |
Quick look: how satisfaction is judged in MS 111 Unit 1 (from page 8)
- Situation
- Performance below expectations
- Result
- Dissatisfied customer
- Situation
- Performance equals expectations
- Result
- Satisfied customer
- Situation
- Performance above expectations
- Result
- Highly satisfied or delighted customer
MS 111 Unit 2: Product and Pricing Decisions
Unit 2 moves from product to price: five product levels on a hotel room, the HUL product mix, line stretching, a PLC strategy table, brand equity, eight NPD stages and pricing methods.
Pages 17 to 29 · 10 sections (2.1 to 2.10) · 15 tables · 5 flow diagrams · 9 exam questions.
| Basis | Market skimming | Market penetration |
|---|---|---|
| Meaning | High first price, lowered over time | Low first price to win the market fast |
| Aim | Most revenue from each segment | Large share and volume |
| Example | Apple iPhone, Sony PlayStation | Reliance Jio, Xiaomi phones |
Quick look: new-product pricing in MS 111 Unit 2 (from page 27)
- Basis
- Meaning
- Market skimming
- High first price, lowered over time
- Market penetration
- Low first price to win the market fast
- Basis
- Aim
- Market skimming
- Most revenue from each segment
- Market penetration
- Large share and volume
- Basis
- Example
- Market skimming
- Apple iPhone, Sony PlayStation
- Market penetration
- Reliance Jio, Xiaomi phones
MS 111 Unit 3: Promotion and Distribution Decisions
Unit 3 splits into communication (IMC with the Amul girl, AIDA, the 5Ms, the seven-step selling process, push versus pull) and channels (levels, conflict, VMS, quick commerce, ONDC).
Pages 30 to 42 · 8 sections (3.1 to 3.8) · 15 tables · 4 flow diagrams · 11 exam questions.
| Basis | Advertising | Publicity |
|---|---|---|
| Payment | Paid by the sponsor | Not paid |
| Control | Full control of message and timing | Media decides |
| Credibility | Lower, seen as self-praise | Higher, seen as news |
Quick look: advertising and publicity compared in MS 111 Unit 3 (from page 34)
- Basis
- Payment
- Advertising
- Paid by the sponsor
- Publicity
- Not paid
- Basis
- Control
- Advertising
- Full control of message and timing
- Publicity
- Media decides
- Basis
- Credibility
- Advertising
- Lower, seen as self-praise
- Publicity
- Higher, seen as news
MS 111 Unit 4: Contemporary Marketing Trends and Issues
Unit 4 is the shortest and most current: adopter categories with UPI as the case, the 4As of rural marketing, the Triple Bottom Line, greenwashing, digital tools, ethics and metrics such as ROMI.
Pages 43 to 52 · 7 sections (4.1 to 4.7) · 13 tables · 2 flow diagrams · 9 exam questions.
| Type | Question answered | Example |
|---|---|---|
| Descriptive | What happened? | Monthly sales by region |
| Diagnostic | Why did it happen? | Why app downloads fell after a campaign |
| Predictive | What is likely to happen? | Churn prediction |
| Prescriptive | What should we do? | Budget split across channels |
Quick look: marketing analytics types in MS 111 Unit 4 (from page 50)
- Type
- Descriptive
- Question answered
- What happened?
- Example
- Monthly sales by region
- Type
- Diagnostic
- Question answered
- Why did it happen?
- Example
- Why app downloads fell after a campaign
- Type
- Predictive
- Question answered
- What is likely to happen?
- Example
- Churn prediction
- Type
- Prescriptive
- Question answered
- What should we do?
- Example
- Budget split across channels
Distribution intensity and channel choice in marketing: excerpt from page 38 of the MS 111 notes
Excerpt from page 38
Number of intermediaries: distribution intensity
Once a firm has picked its channel levels, it still has to decide how many intermediaries to use at each level. There are three choices.
| Strategy | Meaning | Suitable for | Example |
|---|---|---|---|
| Intensive | Stock the product in as many outlets as possible | Convenience goods | Parle-G, Colgate, Coca-Cola |
| Selective | Use more than one but fewer than all willing intermediaries | Shopping goods | Electronics, apparel, furniture |
| Exclusive | Give a few dealers exclusive rights in a territory | Specialty and luxury goods | Mercedes, Rolex, Louis Vuitton |
Distribution intensity strategies (MS 111 notes, page 38)
- Strategy
- Intensive
- Meaning
- Stock the product in as many outlets as possible
- Suitable for
- Convenience goods
- Example
- Parle-G, Colgate, Coca-Cola
- Strategy
- Selective
- Meaning
- Use more than one but fewer than all willing intermediaries
- Suitable for
- Shopping goods
- Example
- Electronics, apparel, furniture
- Strategy
- Exclusive
- Meaning
- Give a few dealers exclusive rights in a territory
- Suitable for
- Specialty and luxury goods
- Example
- Mercedes, Rolex, Louis Vuitton
Factors affecting the choice of channel
Six groups of factors shape the final channel. Product factors include perishability, unit value, bulk, technicality and newness. Market factors cover the number and location of buyers, order size, buying habits and whether the market is consumer or industrial.
Company factors are financial strength, the wish for control, management ability and the width of the product mix. Middlemen factors are availability, services offered, attitude, cost and sales potential. Competition matters too: a firm may copy rivals' channels or deliberately choose different ones. Finally, the environment adds economic conditions, legal limits and technology such as e-commerce.
Evaluating channel alternatives
Each option is tested on three criteria. The economic criterion compares likely sales, costs and profit. The control criterion accepts that using intermediaries means giving up some control over marketing. The adaptive criterion warns that channels are long-term commitments, so the firm should keep the flexibility to change.
Selecting channel members
After design, the firm chooses specific intermediaries. Strong brands such as Toyota and HUL attract dealers easily, while new or small firms struggle. Selection looks at years in business, compatible rather than competing product lines, growth and profit record, financial strength, reputation, market coverage, sales force and infrastructure, and the willingness to follow company policies.
Do the MS 111 notes cover the full GGSIPU syllabus?
Yes. Every topic listed in the four official MS 111 units has its own numbered section in the notes, and the unit check found no gaps.
| Official unit | Official topics | Where in the notes | Status |
|---|---|---|---|
| Unit I: Introduction to Marketing (12 hours) | Scope, philosophies, customer value and satisfaction, MM process, marketing mix, environment, buyer behaviour, STP, competitive strategies | Sections 1.1 to 1.9, pages 4 to 15 | Covered |
| Unit II: Product and Pricing Decisions (10 hours) | Product concept, classifications, levels, differentiation, mix, line decisions; PLC; branding; NPD; pricing objectives, determinants, methods and strategies | Sections 2.1 to 2.10, pages 17 to 28 | Covered |
| Unit III: Promotion and Distribution Decisions (10 hours) | IMC; promotion mix; channels; functions of intermediaries; channel design; selecting members; channel management; emerging channels | Sections 3.1 to 3.8, pages 30 to 41 | Covered |
| Unit IV: Contemporary Marketing Trends and Issues (10 hours) | Adoption of innovations; rural, social, sustainable and digital marketing; ethics; marketing analytics | Sections 4.1 to 4.7, pages 43 to 51 | Covered |
MS 111 official syllabus mapped to the notes (section and page)
- Official unit
- Unit I: Introduction to Marketing (12 hours)
- Official topics
- Scope, philosophies, customer value and satisfaction, MM process, marketing mix, environment, buyer behaviour, STP, competitive strategies
- Where in the notes
- Sections 1.1 to 1.9, pages 4 to 15
- Status
- Covered
- Official unit
- Unit II: Product and Pricing Decisions (10 hours)
- Official topics
- Product concept, classifications, levels, differentiation, mix, line decisions; PLC; branding; NPD; pricing objectives, determinants, methods and strategies
- Where in the notes
- Sections 2.1 to 2.10, pages 17 to 28
- Status
- Covered
- Official unit
- Unit III: Promotion and Distribution Decisions (10 hours)
- Official topics
- IMC; promotion mix; channels; functions of intermediaries; channel design; selecting members; channel management; emerging channels
- Where in the notes
- Sections 3.1 to 3.8, pages 30 to 41
- Status
- Covered
- Official unit
- Unit IV: Contemporary Marketing Trends and Issues (10 hours)
- Official topics
- Adoption of innovations; rural, social, sustainable and digital marketing; ethics; marketing analytics
- Where in the notes
- Sections 4.1 to 4.7, pages 43 to 51
- Status
- Covered
Source: GGSIPU MBA Scheme and Syllabus 2021-22 onwards (ipu.ac.in).
Extras beyond the scheme include the 7Ps, Keller's CBBE pyramid and the POEM framework. Every course in GGSIPU notes is mapped to its official PDF the same way.
How to write MS 111 answers: definition-led theory answers with Indian examples, flow diagrams and comparison tables
MS 111 is descriptive with no numericals, so marks come from structure: a named definition (AMA, Kotler, Drucker), point-wise explanation, the flow diagram where one exists, one Indian example and a closing comparison table.
The notes' exam tips add three habits. For philosophies (page 7), draw the production-to-holistic flow and end with the selling versus marketing table. For pricing (page 28), keep methods, which calculate price, apart from strategies, which use it. For ethics (page 50), tie each issue to an Indian law or body.
Worked outline: "Discuss the major ethical issues in marketing."
- Define marketing ethics (page 49).
- Give one issue per area: unsafe products, fake "MRP slashed" discounts, surrogate advertising, dark patterns.
- Link each to CPA 2019, ASCI, CCPA guidelines or the DPDP Act 2023.
- Close with enlightened marketing and CSR.
Practise this structure on more papers through GGSIPU MBA important questions.
MS 111 exam corner: 39 important exam questions by unit, from marketing philosophies to marketing analytics
| Unit | Long questions | Short-note sets (parts) |
|---|---|---|
| Unit 1: Introduction to Marketing | 9 | 1 (4) |
| Unit 2: Product and Pricing Decisions | 8 | 1 (4) |
| Unit 3: Promotion and Distribution Decisions | 10 | 1 (4) |
| Unit 4: Contemporary Marketing Trends and Issues | 8 | 1 (5) |
Important exam questions in the MS 111 notes, by unit
- Unit
- Unit 1: Introduction to Marketing
- Long questions
- 9
- Short-note sets (parts)
- 1 (4)
- Unit
- Unit 2: Product and Pricing Decisions
- Long questions
- 8
- Short-note sets (parts)
- 1 (4)
- Unit
- Unit 3: Promotion and Distribution Decisions
- Long questions
- 10
- Short-note sets (parts)
- 1 (4)
- Unit
- Unit 4: Contemporary Marketing Trends and Issues
- Long questions
- 8
- Short-note sets (parts)
- 1 (5)
The MS 111 notes list 39 important exam questions across 4 units, including 4 short-note sets with 17 parts. Each maps to the section holding its answer material.
- Unit 1: Trace the evolution of marketing philosophies and distinguish the selling concept from the marketing concept. Pointer: pages 6 and 7, then the comparison table.
- Unit 2: What is the product life cycle? Discuss the strategies suitable at each stage. Pointer: stage table and maturity options, page 22.
- Unit 3: Explain channel management. What causes channel conflict and how can it be resolved? Pointer: page 39, conflict types and resolution on page 40.
- Unit 4: What is rural marketing? Discuss the features of the Indian rural market and the 4As. Pointer: features on page 44, 4As table on page 45.
More practice for this paper sits in the MS 111 important questions.
Who writes and checks the MS 111 Marketing notes?
- Prateek Talwar, author of the MS 111 notes. Founder, Unnati Educations; ACS, ICSI, since 15 May 2019; B.Com, University of Delhi (SOL), 2012. Author bio
- Sheetal Kirola, language and pedagogy review of the MS 111 notes. Academic Head, Unnati Educations; M.Ed.; 7 years of experience.
The book is mapped to the MBA Scheme and Syllabus 2021-22 onwards (Board of Studies, 12 October 2021) and its 42 MS 111 teaching hours. As GGSIPU MBA Sem 1 Marketing Management notes, the 2026-27 edition keeps Indian cases current, from Campa Cola's relaunch to ONDC and the 2024 CCPA greenwashing guidelines. Last updated 13 October 2026. Read our editorial policy.
The same team prepares GGSIPU important questions for every course.
MS 111 and the GGSIPU MBA Sem 1 papers it connects to
MS 111 has no lab; its units and hours sit in the GGSIPU MBA syllabus.
- MS 105 Managerial Economics: elasticity of demand feeds the Unit 2 pricing determinants (page 26).
- MS 101 Management Process and Organisational Behaviour: perception and motivation feed buyer behaviour (page 12).
- MS 113 Communication in Organizations: supports IMC in Unit 3.
- MS-115 Legal Aspects of Business: CPA 2019 and the Competition Act 2002 return in Unit 4 ethics.
- MS 109 Information Technology Management: spreadsheet skills for Unit 4 analytics.
MS 103 Quantitative Techniques, MS 107 Accounting for Management and MS 117 complete Sem 1. Later, MS 213 Consumer Behavior and MS 210 Marketing Analytics build on MS 111.
MS 111 Marketing notes FAQs
How do I get the full MS 111 notes?
You order the full MS 111 notes on WhatsApp at 9899436384. They come only as a printed book, not as a PDF. Send the code MS 111 with your course and semester, and the team shares order and delivery details in the chat. Before ordering, use the View Sample PDF button above to check the index and one page per unit.
Do the MS 111 notes follow the 2021-22 GGSIPU MBA scheme?
Yes. The MS 111 notes follow the MBA Scheme and Syllabus 2021-22 onwards on ipu.ac.in, which lists MS 111 Marketing Management as a first-semester Core/Open Elective paper with 3 credits. The four unit titles match the official titles word for word, and every listed topic, from marketing philosophies to marketing analytics, has its own numbered section.
What is the passing mark for MS 111 Marketing Management?
MS 111 is marked out of 100: 25 internal and 75 end-term. The internal 25 are a 15-mark class test plus 10 marks for assignments, viva or participation. The MBA scheme of examination does not print a pass percentage, so we do not state one. End-term minimums and re-appear rules come from GGSIPU Ordinance 11 on ipu.ac.in.
Which MS 111 unit is the longest in the notes?
Units 1, 2 and 3 of the MS 111 notes each run to 13 pages, while Unit 4 runs to 10. Unit 2 has the most sections, 10 in all, from product concept to pricing strategies. Unit 1 has the most tables, 17, covering philosophies, the marketing environment, segmentation bases and Kotler's competitive positions with market shares.
Are the MS 111 important questions answered in the notes?
The MS 111 notes list 39 important exam questions at the end of the four units, and each maps to a numbered section that holds its answer material. They are not written out as separate model answers. For example, the product life cycle question is answered from the stage-wise strategy table and the maturity and decline options on page 22.
Is MS 111 a core paper or an open elective in the GGSIPU MBA?
The official first-semester scheme labels MS 111 Marketing Management as "Core/Open Elective", with 3 lecture hours a week and 3 credits; MS 101 and MS-115 carry the same label. Your institute confirms how it is offered in your batch, but the four units and the 25 plus 75 marks split stay the same either way.
Get the full MS 111 Marketing Management Notes on WhatsApp
| Unit | Pages | Sections | Tables | Exam questions |
|---|---|---|---|---|
| Unit 1: Introduction to Marketing | 4 to 16 (13) | 9 | 17 | 10 |
| Unit 2: Product and Pricing Decisions | 17 to 29 (13) | 10 | 15 | 9 |
| Unit 3: Promotion and Distribution Decisions | 30 to 42 (13) | 8 | 15 | 11 |
| Unit 4: Contemporary Marketing Trends and Issues | 43 to 52 (10) | 7 | 13 | 9 |
What the full MS 111 book contains, unit by unit
- Pages
- 4 to 16 (13)
- Sections
- 9
- Tables
- 17
- Exam questions
- 10
- Pages
- 17 to 29 (13)
- Sections
- 10
- Tables
- 15
- Exam questions
- 9
- Pages
- 30 to 42 (13)
- Sections
- 8
- Tables
- 15
- Exam questions
- 11
- Pages
- 43 to 52 (10)
- Sections
- 7
- Tables
- 13
- Exam questions
- 9
The MS 111 Marketing Management Notes are sold only as a printed book of 53 pages; they are not available as a PDF. These Marketing Management notes in English add a quick revision table per unit, 4 exam tips and 7 Indian examples. Delivery details are shared on WhatsApp.
Order the printed MS 111 book on WhatsApp (4 units, 53 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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