MFA 112 Marketing Management Notes for GGSIPU MBA (Financial Analysis) Sem 2

Written by Prateek Talwar, Founder, Unnati Educations (ACS, ICSI) · Academic review by Sheetal Kirola, Academic Head, M.Ed. · Checked against GGSIPU MBA (Financial Analysis) Scheme and Syllabus 2021-22 onwards · Updated 14 October 2026 · Editorial policy

Scheme: MBA (FA) 2021-22 onwards | Applies to: batch admitted 2021-22 onwards | Verified against: MBA (FA) Scheme and Syllabus PDF, ipu.ac.in

MFA-112 Marketing Management at a glance: GGSIPU MBA (FA) Sem 2 credits, units and exam pattern

MFA-112 is one of six Core papers in Semester 2, all listed on the GGSIPU MBA (FA) Semester 2 papers page.

MFA-112 Marketing Management Notes unit-wise: 42 diagrams and 91 exam questions across 4 units

These GGSIPU MBA (FA) Sem 2 Marketing Management notes end each unit with a revision table and exam questions. Other papers: GGSIPU MBA (FA) notes.

MFA-112 Unit 1: Introduction to Marketing

Pages 4 to 20, 9 sections: marketing philosophies and myopia, customer value, the marketing management process, 4Ps and 7Ps, environment, consumer buying behaviour, STP, and Porter's and Kotler's competitive strategies.

13 figures, 1 case study (Jio), 14 short-answer and 9 long-answer questions.

Quick look (from page 10)

MFA-112 Unit 2: Product and Pricing Decisions

Pages 21 to 37, 10 sections: product classes and levels, differentiation, product mix and line decisions, brand equity, the eight-stage new product process, then pricing objectives, determinants, methods and strategies.

10 figures, 2 numerical illustrations, 1 case study (Jio pricing), 14 short-answer and 8 long-answer questions.

Quick look: cost-plus price and break-even in three steps (from page 34)

1. Unit cost = variable cost + fixed cost ÷ expected sales = ₹10 + ₹3,00,000 ÷ 50,000 = ₹16.
2. Mark-up price for a 20% return on sales = 16 ÷ (1 − 0.20) = ₹20.
3. Break-even quantity at ₹20 = 3,00,000 ÷ (20 − 10) = 30,000 units.

MFA-112 Unit 3: Promotion and Distribution Decisions

Pages 38 to 54, 13 sections: IMC, advertising (5Ms), personal selling, PR, direct marketing and sales promotion, then channel levels, intermediaries, channel design and conflict, logistics and emerging channels such as D2C, quick commerce and ONDC.

11 figures, 1 case study (quick commerce), 14 short-answer and 10 long-answer questions.

Quick look (from page 46)

MFA-112 Unit 4: Contemporary Marketing Trends and Issues

Pages 55 to 68, 7 sections: Rogers' adoption process, rural marketing and the 4As, social and sustainable marketing, digital marketing, ethics under the Consumer Protection Act, 2019, and marketing analytics with a metrics table (ROMI, CAC, NPS, CLV) linking marketing to finance.

8 figures, 2 case studies (Project Shakti, surrogate advertising), 15 short-answer and 7 long-answer questions.

Quick look: the five stages of consumer adoption (from page 55)

1. Awareness: hears of it, lacks information.
2. Interest: looks for information.
3. Evaluation: weighs whether to try it.
4. Trial: small-scale try, often a sample or trial pack.
5. Adoption: full and regular use.

MFA-112 exam corner: 57 short-answer and 34 long-answer questions by unit

The MFA-112 notes list 57 short-answer and 34 long-answer exam-style questions across 4 units, plus 42 figures.

These are practice lists; answers come from the unit text, not model answers. Four, with pointers:

• Unit I: What is marketing myopia? Levitt (1960): defining the business by product, not need, like railways that ignored "transportation" (page 7).
• Unit II: Distinguish between skimming and penetration pricing. Skimming starts high where demand is inelastic; penetration starts low to win share fast (table, page 35).
• Unit III: What is ONDC? A government-backed open network letting any seller and buyer app interconnect (page 52).
• Unit IV: What is greenwashing? False or exaggerated green claims, now checked by ASCI and the CCPA's 2024 guidelines (page 60).

More practice, unit by unit, sits in the MFA-112 important questions.

Product life cycle strategies in marketing: excerpt from page 27 of the MFA-112 notes

Excerpt from page 27

How the four PLC stages differ

Sales are low in the introduction stage, rise fast in growth, peak in maturity and fall in decline. Cost per customer is high at introduction and drops to low by maturity. Profits move from losses at launch to rising in growth, high in maturity and declining at the end. The buyers change too: innovators first, then early adopters, the middle majority and finally laggards.

Marketing objective at each stage

At introduction the job is to create awareness and trial. In growth the firm tries to maximise market share. In maturity it maximises profit while defending share. In decline it cuts spending and milks the brand.

How the mix changes

Product: a basic product at launch, then extensions, service and warranty in growth, more brands and models in maturity, and weak items phased out in decline. Price: cost-plus, skimming or penetration first, then a penetration price, then matching or beating competitors, and finally a cut.

Distribution moves from selective to intensive to more intensive, then back to selective as unprofitable outlets close. Advertising first builds awareness among early adopters and dealers, then in the mass market, then stresses brand differences, and finally drops to the level that keeps hard-core loyal buyers. Sales promotion is heavy at launch, light in growth, heavier again in maturity to encourage switching, and minimal in decline.

Three routes in the maturity stage (Kotler)

Market modification raises the number of users or the usage rate, for example Bournvita for adults and Maggi as an evening snack. Product modification improves quality, features or style. Marketing-mix modification changes price, distribution, advertising, promotion or service.

Choices in decline, and the limits of the PLC

A firm can continue and wait for rivals to leave, harvest the product on loyalty, drop or sell it, or rejuvenate it with new uses, as Vicks VapoRub and Dabur Chyawanprash did. The PLC has limits: stage length is hard to predict, fads and scalloped patterns break the S-curve, and it can become a self-fulfilling prophecy. It describes rather than prescribes, so treat it as a planning tool, not a forecast.

Do the MFA-112 notes cover the full GGSIPU syllabus?

Yes. Every official MFA-112 topic has its own section, under the official unit titles.

Verify it: GGSIPU MBA (Financial Analysis) Scheme and Syllabus, 2021-22 onwards (PDF, ipu.ac.in). (MFA-112: page 29; Semester 2 scheme: page 6).

Every course in GGSIPU notes is mapped to its official PDF this way.

Who writes and checks the MFA-112 Marketing notes?

• Prateek Talwar, author. Founder, Unnati Educations. Associate Company Secretary (ACS), ICSI, since 2019; B.Com, University of Delhi. Author profile
• Sheetal Kirola, academic review (language, structure and syllabus fit). Academic Head, Unnati Educations; M.Ed.; 7 years of experience. Reviewer profile

These Marketing Management notes in English are mapped unit by unit to the 2021-22 MBA (FA) syllabus. The 2026-27 edition uses current cases such as quick commerce and ONDC. Updated 14 October 2026. See our editorial policy.

The same team prepares GGSIPU important questions for every course.

MFA-112 and the GGSIPU MBA (FA) Sem 2 papers it connects to

MFA-112 has no paired lab; its place in the programme is on the GGSIPU MBA (FA) syllabus.

Unit IV analytics leads into the regression and clustering of MFA-106 Business Analytics and MFA-120 Business Analytics - Lab. Unit I segmentation uses the sampling skills of MFA-110 Business Research. Unit II break-even uses the fixed and variable cost split behind operating leverage in MFA-102 Financial Management.

Also in Semester 2: MFA-104 Investment Analysis and Portfolio Management, MFA-108 Macro and Mathematical Economics, MFA-114 Human Resource Management, MFA-116 Minor Project, MFA-118 Professional Skill Development (NUES) and MFA-122 MOOC/Open Elective. The Semester 3 elective MFA-225 Financial Service Marketing builds on MFA-112 customer satisfaction and pricing.

How to write MFA-112 answers: diagram-led long answers with an Indian brand example

Marketing answers lose marks when they read like a list of definitions. The exam tips printed in the MFA-112 notes push one habit across all four units: draw the framework, then explain each part with one Indian example. Open long answers with one of the sourced definitions the notes give (Kotler and Keller, AMA, Drucker).

Long answers. For the marketing management process, draw Figure 1.5 first and explain the five steps with one brand. For competitive strategy, write both Porter's three generic strategies and Kotler's leader, challenger, follower and nicher strategies; many answers give only one of the two. For promotion mix, give each tool's definition, the comparison table and the factors that decide the mix. For IMC, draw the communication process (Figure 3.1).

Pricing answers. Add a small numerical step (cost-plus or break-even, as in the page 34 illustration) and one Indian example per strategy, with a skimming vs penetration table.

Ethics and emerging channels. Organise ethics answers product, price, promotion and place, one example each, and end with the Consumer Protection Act, 2019 and ASCI. For emerging channels, use a table of channels with examples, then reasons for growth and challenges such as channel conflict and data privacy.

Short worked example: "Differentiate between selling and marketing." Open with Levitt's line: selling focuses on the needs of the seller, marketing on the needs of the buyer.

Then a four-row table: starting point (factory vs target market), focus (existing products vs customer needs), means (selling and promotion vs integrated marketing), end (profit through sales volume vs profit through customer satisfaction). Close with one example, such as an insurance hard sell vs Maruti Suzuki's segment-wise range.

Practise this format on GGSIPU MBA (FA) important questions.

MFA-112 Marketing notes FAQs

How do I get the full MFA-112 Marketing Management notes?

Tap "Get Full Notes" and send the pre-filled WhatsApp message to 9899436384. The full MFA-112 Marketing Management notes come only as a printed book of 69 pages covering all 4 units; they are not available as a PDF. Delivery takes a maximum of 5 to 7 days, and the rest depends on your delivery location.

How many marks is MFA-112 for, and what is the passing mark?

MFA-112 is marked out of 100: 50 internal and 50 end-term, as the MBA (FA) scheme sets for every theory course. The internal 50 is two class tests of 15 each plus 20 for assignments, presentations, viva or class participation. The scheme PDF does not print a pass percentage, so check end-term minimums and re-appear rules in GGSIPU Ordinance 11.

Which MFA-112 unit is the biggest in the notes?

Units I, II and III are 17 pages each; Unit IV is 14. Unit I has the most figures (13), because it holds the core frameworks such as holistic marketing, STP and the buying process. Unit III has the most sections (13), covering every promotion tool and channel decision. Unit IV is the shortest unit but carries the most short-answer questions (15).

Do the MFA-112 notes follow the current MBA (FA) syllabus?

They follow the GGSIPU MBA (Financial Analysis) Scheme and Syllabus in force from the 2021-22 session, where MFA-112 is a 3-credit Core paper in Semester 2. All four official unit titles and every listed topic are covered. If your institute shares a newer syllabus, compare its MFA-112 unit list with the syllabus map table on this page.

Are the MFA-112 exam questions in the notes solved?

No. Each unit ends with a practice list of important questions, 57 short-answer and 34 long-answer in all. Answers are built from the same unit's text, tables and figures; separate model answers are not printed. The exam tips show how to frame long answers: draw the diagram first, then add one Indian brand example per point.

Does MFA-112 cover digital marketing and marketing analytics?

Yes, both are in Unit IV. Digital marketing (pages 61 to 62) covers SEO, SEM, social media, email, influencer and affiliate channels and paid, owned and earned media. Marketing analytics (pages 64 to 66) covers the four types of analytics, data sources, RFM and churn, and finance-linked metrics such as ROMI, CAC, NPS and customer lifetime value.

Get the full MFA-112 Marketing Management Notes on WhatsApp

The 69-page book has 42 figures, 5 case studies, 6 business examples and 91 exam questions. These MFA-112 Marketing Management IPU notes come only as a printed book, not as a PDF. Delivery takes a maximum of 5 to 7 days; the rest depends on your location.

Order the MFA-112 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.