Unit 1: Marketing and people In this unit, students are introduced to the market, explore the marketing and people functions and investigate entrepreneurs and business start-up. This unit enables students to understand how businesses identify opportunities and to explore how businesses focus on developing a competitive advantage through interacting with customers. Students develop an understanding of how businesses need to adapt their marketing to operate in a dynamic business environment. It also considers people, exploring how businesses recruit, train, organise and motivate employees, as well as the role of enterprising individuals and leaders.

Students investigate businesses that trade on a global scale and explore their reasons for doing so. Students develop an understanding of the globally competitive environment and consider the ethical and moral dimensions of global business activities.

These units used to explore the background to the travel and tourism industry and more specific areas. Unit 1: The travel and tourism industry Unit 2: Features of worldwide destinations Unit 3: Customer care and working procedures Unit 4: Travel and tourism products and services Unit 5: Marketing and promotion