Business Studies – Marketing - What is marketing?

One lesson from a series of 26 lessons that take teachers and students all the way through the Marketing module of the Business Studies IGCSE.

This section includes the role of marketing, the distinctions between niche and mass markets and the techniques of market segmentation. The methods and importance of market research are covered. The central role of the marketing mix, i.e. the four Ps, is made clear. Marketing strategies to influence consumer decisions at home and in new foreign markets are the final topics in this section.
Each lesson contains a range of activities, all the content required, case studies to show application of knowledge, all resources needed appear in the one PowerPoint and it includes keyword flash cards for each lesson. They have been used very successfully over a number of years at a top International school.

The lessons in the whole series are as follows:

1. What is marketing?
2. Market Changes
3. Market Segments
4. Product and Market Orientation
5. Primary Market Research
6. Secondary Market Research
7. Creating and Presenting Market Research
8. The Market Mix
9. Product Types and Success
10. Product Development
11. Branding
12. Packaging
13. The Product Life Cycle
14. Pricing Types
15. Price Elasticity
16. Advertising
17. Sales Promotion
18. Budgets & Sponsorship
19. Technology & The Marketing Mix
20. Distribution Channels
21. Methods of Distribution
22. Marketing Strategy
23. Marketing and Law
24. International Markets
25. Flashcards and Revision
26. Marketing Mock and Mark Schemes

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