IGNOU Marketing Management – Exam June 2025: Model Answers – Writing Tips and Key Questions Guide
MCO-04 (Marketing Management), for July 2025, is an important part of your M.Com study. It is worth 100 marks and includes five questions, each worth 20 points. To score well, you must answer methodically as well as strategically.
This guide will assist you:
- Answers should be structured properly.
- Avoid common mistakes.
- Maximum marks are awarded for answers written in the format approved by IGNOU.
- Use memory tricks, examples and strategies to answer questions that are high-scoring.
Quick Overview of IGNOU MCO 06 Marketing Management
| Course code | MCO-06 Marketing Management |
| Total Scores | 100 Marks |
| Answer Pattern | Choose any five questions worth each 20 marks |
| Exam Duration | 3 Hours |
| June 2025 Exam – Last Date | 31st of May 2025 |
| Style of Writing | Structure: Introduction, Body and Conclusion with examples |
Key Topics to Focus On for MCO-06
Based on the IGNOU syllabus and past trends, here’s an overview of the MCO-6 essential topics:
- The Product Life Cycle (PLC) and Its Implications
- Understanding each stage (Introduction, Growth, Maturity, Decline)
- With examples, identify strategies for marketing in each stage.
- Market Segmentation
- The types of segmentation (Geographical, Demographic, Behavioural, and Psychographic) and their role in marketing.
- Distribution Channels
- Indirect vs. Direct channels
- Factors that influence the choice of distribution channels
- Product Pricing Strategies
- Pricing types (Cost-based pricing, Value-based pricing, and Competition-based pricing) and the impact they have on marketing strategy.
- Promotion Strategies
- The role of advertising and promotion in consumer behaviour and sales.
Solved Example – Q1 (a): What do you mean by Strategy? Explain the Different Levels of Strategy.
(20 Marks)
Introduction:
A strategy is a long-term plan that an organisation uses to reach its goals. It provides guidance on resource allocation and competition management, as well as on aligning an organisation with its environment. A strategy’s purpose is to maximise an organisation’s resources while ensuring a competitive advantage.
Levels of Strategy
- Corporate-Level StrategyIt is a high-level strategy that sets the organisation’s direction. This includes decisions on diversification, acquisitions, and portfolio management.Example: The company decides to enter a new market or develop a new product line.
- Business-Level StrategyThis strategy is based on how a particular business unit competes in its industry. The strategy aims to achieve a competitive edge through cost leadership, differentiation, or niche focus.Example: A business that focuses on providing unique products at premium prices.
- Functional-Level StrategySpecific functional areas, such as HR, marketing and finance. These strategies are designed to support higher-level business goals and optimise specific business functions.Example: Marketing Strategy for Launching a New Product or Developing Customer Loyalty Programs.
- Hierarchical LinkTo achieve the organisation’s objectives, it is important that all three levels — corporate, business, and functional strategies — are aligned.
Conclusion:
The strategy links long-term goals with actions to ensure the organisation can achieve its objectives efficiently and sustainably. Effective strategies allow the organisation to adapt to external changes and maintain its competitive edge.
Memory Help for Strategy Levels
“CBF”
Corporate-level Strategy (Overall Vision)
Business-level strategy (Competitive edge)
Functional level strategy (Operations Execution)
Solved Example – Q1 (b): What are the Objectives? How are they set? State the Characteristics of Objectives.
(10 Marks)
Introduction:
Objectives represent the specific and measurable results that an organisation is aiming to achieve in a certain time frame. They translate the broad mission into concrete goals. They guide performance evaluation and decision-making with clear objectives. All employees in the organisation are given direction by these objectives.
Meaning of Objectives
- End-ResultsAn organisation’s desired outcomes are represented by objectives. They guide and define actions.Example: Achieving an increase of 10% in market share within a year.
- Quantitative and Qualitative ExpressionThe objectives can be numerical (sales targets or profit margins) or qualitative (customer satisfaction and brand loyalty).Example: A 15% increase in sales may be a numerical objective.
- Different Functional AreasEach department (sales and marketing, HR, etc.) in an organisation will have its own objectives that are aligned with the organisational goals.Examples: Goals for sales, profit margins and market share.
How Objectives are Set
- Specific End Points – The objectives of an organisation are the specific results that it wants to achieve.
- Future-Oriented – The objectives of an organisation are what it aims to accomplish in the future. They guide planning and decisions.
- Measurable Scope – Quantifiable objectives are important. They are targets that can be tracked and reached within a certain time frame.
- Achievable and Realistic – The objectives must be determined by the available resources and the market conditions. Setting unrealistic goals leads to failure.
- Time-Bound – Each goal should be tied to a specific timeline (e.g., 6 months or 1 year).
Characteristics of Good Objectives
- Clarity and Specification – The objectives should be precise, measurable, and clear. Ambiguous goals lead to confusion.
- Measurable – Objectives can be quantified or qualitatively measured and should not leave room for misinterpretation.
- Achievable – The organisation should set goals that are within its capabilities and resources.
- Time-bound – To avoid procrastination and to gauge progress, it is important to set deadlines.
- Flexible – The objectives should be flexible enough to allow for adjustments based on the environment.
Conclusion:
The use of objectives is essential to guiding an organisation towards the desired outcomes. They give clarity, focus and direction to all departments.
Memory Help for Characteristics of Objectives
“SMAC-T”
- Specific
- Measurable
- Achievable
- Clear & Concise
- Time-bound
How to Write High-Scoring MCO-06 Answers (IGNOU Format)
Follow these steps to ensure that you get maximum marks on the MCO 06 exam:
- Begin with a Strong Intro – Define your concept clearly.
- Use headings – Organise your response under headings such as Introduction, Body, and Conclusion.
- Use bullet points, especially for lists and definitions.
- Give Examples – Always back up your arguments with real-life examples.
- Write neatly and logically – Maintain clarity and structure.
- Keep it Short and Straight – Avoid unnecessary details and stick to the word count.
Final Conclusion
This MCO-6 Marketing Management Blog provides you with the following:
- Proper Structure
- Answered sample questions
- Effective Writing Techniques
- Memory Hacks
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