Jammu University NON CBCS Marketing Management 2nd Semester Previous Year Question Paper

Jammu University NON CBCS Marketing Management 2nd Semester Previous Year Question Paper PDF

Marketing Management under the NON CBCS system at Jammu University provides comprehensive knowledge of marketing principles, consumer behavior, market research, and strategic planning. The 2nd Semester builds upon foundational concepts with advanced topics in digital marketing, branding, sales management, and marketing analytics essential for modern business environments.

Section A consists of 10 short-answer questions (1 mark each) covering basic marketing concepts, terminology, marketing mix elements, and fundamental principles.

Section B requires detailed explanations (6 marks each) on topics like consumer behavior models, market segmentation, pricing strategies, and distribution channels.

Section C features comprehensive analytical questions (15 marks each) demanding critical analysis of case studies, strategic marketing planning, and application of marketing theories to real-world scenarios.

The examination emphasizes both theoretical understanding and practical application. Students are expected to demonstrate mastery of marketing concepts, ability to analyze market situations, develop marketing strategies, and evaluate marketing performance using appropriate metrics and tools.

Key areas of focus include consumer behavior analysis, marketing research methodologies, product development strategies, integrated marketing communications, digital marketing tools, sales management techniques, and ethical considerations in marketing. Special emphasis is given to marketing applications in the Jammu & Kashmir business context.

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File Size: 4.2 MB | Format: PDF | Includes: 2015-2026 Papers + Case Studies + Marketing Plans

📚 Course Structure & Syllabus Breakdown

📋 Course Overview

Program: BBA/B.Com (NON CBCS)
Semester: 2nd
University: University of Jammu
Course Code: MM-102 / MM-202
Total Marks: 100 (Theory: 80, Internal: 20)
Duration: 3 Hours
Medium: English
Specialization: Marketing Principles & Applications

📖 Unit-wise Syllabus

Unit	Topics & Content	Marks
Unit I	Marketing Foundations: Evolution of marketing, Marketing concepts, Marketing environment, Marketing mix (4Ps), Marketing vs Selling, Modern marketing approaches	20
Unit II	Consumer Behavior & Research: Consumer decision process, Factors influencing behavior, Market segmentation, Targeting, Positioning, Marketing research process, Data collection methods	25
Unit III	Marketing Strategies: Product decisions, Pricing strategies, Distribution channels, Promotion mix, Brand management, New product development, Product life cycle	20
Unit IV	Contemporary Marketing: Digital marketing, Services marketing, International marketing, Marketing ethics, Social marketing, Marketing control, Emerging trends	15

📊 Examination Pattern

Theory Paper (80 marks)

Section A: 10 short questions × 1 mark = 10
Section B: 5 out of 7 questions × 6 marks = 30
Section C: 4 out of 6 questions × 10 marks = 40

Internal Assessment (20 marks)

Case Study Analysis = 8
Marketing Plan Project = 6
Class Test/Assignment = 6

📈 Key Marketing Concepts

Core Marketing Principles

Marketing Mix (4Ps): Product, Price, Place, Promotion
Market Segmentation: Demographic, Psychographic, Geographic, Behavioral
Consumer Behavior: Need recognition, Information search, Evaluation, Purchase, Post-purchase
Product Life Cycle: Introduction, Growth, Maturity, Decline

Strategic Marketing

SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats
STP Model: Segmentation, Targeting, Positioning
BCG Matrix: Stars, Cash Cows, Question Marks, Dogs
Ansoff Matrix: Market penetration, Development, Product development, Diversification

Modern Marketing Approaches: Digital Marketing, Relationship Marketing, Content Marketing, Social Media Marketing, Guerrilla Marketing, Experiential Marketing, Viral Marketing

📚 Recommended Textbooks & References

"Marketing Management" - Philip Kotler & Kevin Lane Keller
"Principles of Marketing" - Philip Kotler & Gary Armstrong
"Marketing Management" - Rajan Saxena
"Marketing Management" - VS Ramaswamy & S Namakumari
"Consumer Behavior" - Leon G. Schiffman & Leslie Lazar Kanuk
"Marketing Research" - Naresh K. Malhotra
"Digital Marketing" - Dave Chaffey
"Services Marketing" - Christopher Lovelock
"Strategic Marketing Management" - Alexander Chernev
Harvard Business Review Case Studies
Indian Journal of Marketing

🎯 Preparation Strategy & Tips

Case Study Practice: Analyze 2-3 marketing case studies weekly with SWOT and recommendations
Real-world Examples: Connect theories with current marketing campaigns and brand strategies
Diagram Practice: Master marketing models (BCG, Ansoff, PLC) with clear diagrams
Terminology Mastery: Create flashcards for 100+ marketing terms with examples
Numerical Problems: Practice pricing calculations, breakeven analysis, and ROI calculations
Current Trends: Follow marketing blogs, podcasts, and industry reports
Previous Papers: Solve last 5 years' papers focusing on case-based questions
Group Discussions: Participate in marketing scenario discussions
Local Market Analysis: Study Jammu-specific market scenarios and consumer behavior

📝 Essential Marketing Frameworks & Models

Marketing Mix (7Ps)

Product, Price, Place, Promotion, People, Process, Physical Evidence

STP Model

Segmentation, Targeting, Positioning - Core strategic marketing

BCG Matrix

Product portfolio analysis - Stars, Cash Cows, Question Marks, Dogs

Ansoff Matrix

Growth strategies - Market & Product development/penetration/diversification

📚 Key Marketing Terminology

Market Analysis

SWOT, PESTEL, Competitor Analysis, Market Share, Growth Rate, Trends

Consumer Behavior

AIDA Model, Buying Process, Influences, Perception, Attitude, Lifestyle

Product Strategy

Product Life Cycle, Brand Equity, Packaging, Labeling, Warranty, After-sales

Promotion Mix

Advertising, Sales Promotion, PR, Personal Selling, Direct Marketing, Digital

👨‍🏫 Marketing Thought Leaders

Philip Kotler

Father of modern marketing, Marketing Management textbook author

Peter Drucker

Management guru, "Marketing aims to make selling unnecessary"

Al Ries & Jack Trout

Positioning theory, Marketing Warfare, 22 Immutable Laws of Marketing

Seth Godin

Modern marketing thinker, Permission Marketing, Purple Cow concept

💻 Digital Marketing Components

Search Engine Optimization (SEO): Organic search visibility, keywords, backlinks
Social Media Marketing: Facebook, Instagram, Twitter, LinkedIn strategies
Content Marketing: Blogs, videos, infographics, podcasts for engagement
Email Marketing: Newsletters, campaigns, automation, segmentation
Pay-Per-Click (PPC): Google Ads, social media advertising
Analytics: Google Analytics, social media insights, conversion tracking

💼 Marketing Career Opportunities

Marketing graduates from Jammu University have diverse career options:

Brand Management Digital Marketing Market Research Sales Management Advertising PR & Corporate Comm Retail Management Marketing Analytics

🏔️ Marketing in Jammu & Kashmir Context

Tourism Marketing: Promoting Jammu as tourist destination, pilgrimage tourism
Agricultural Marketing: Marketing of local produce like saffron, apples, walnuts
Handicrafts Marketing: Promotion of local crafts, Pashmina, woodwork
Local Consumer Behavior: Understanding Jammu-specific consumer preferences
Small Business Marketing: Challenges and opportunities for local entrepreneurs
Seasonal Marketing: Strategies for seasonal businesses in Jammu region

📊 Case Study Analysis Framework

Situation Analysis: Company background, market position, current challenges
Problem Identification: Clear statement of core marketing problem
Analysis: SWOT, PESTEL, Competitor analysis, Consumer insights
Alternative Solutions: 2-3 viable marketing strategies with pros/cons
Recommendation: Best solution with detailed implementation plan
Implementation: Action steps, timeline, resource allocation
Control: Metrics for evaluation, contingency plans

⚖️ Ethical Issues in Marketing

Deceptive Advertising: False claims, misleading information
Price Fixing: Collusion, predatory pricing
Product Safety: Liability, recall procedures
Privacy Concerns: Data collection, consumer information protection
Sustainability: Greenwashing, environmental impact
Targeting Vulnerable Groups: Children, elderly, low-income consumers
Cultural Sensitivity: Appropriate messaging across cultures

🔍 Marketing Research Methods

Primary Research: Surveys, Interviews, Focus groups, Observations, Experiments
Secondary Research: Company reports, Government publications, Trade journals
Qualitative Methods: In-depth understanding, motivations, perceptions
Quantitative Methods: Statistical analysis, large samples, generalizable results
Sampling Techniques: Probability (random, stratified) and Non-probability (convenience, quota)
Data Analysis: Descriptive statistics, Correlation, Regression, Factor analysis
Research Ethics: Informed consent, Confidentiality, Data integrity

💡 Pro Tip: Connect every theoretical concept with real-world examples from both national brands (Amul, Tata, Reliance) and local Jammu businesses. Practice creating complete marketing plans for imaginary products/services. Stay updated with current marketing campaigns and analyze their strategies. For numerical questions, show all calculations clearly. In case studies, structure your answer with clear headings and bullet points. Use diagrams for models like BCG Matrix, Product Life Cycle, and Marketing Mix. Focus on application rather than just definition - always explain "how" and "why" not just "what".