Business Studies
Embedded Files
Year 12 & 13
Year 12 & 13
Read
Marketing Objectives & Strategy
BTEC Business textbook Unit 2 section
CIM articles on marketing strategy
Market Research
Articles from Mintel or Statista (summary reports)
Business news on consumer trends
Targeting & Segmentation
Textbook chapters on segmentation and targeting
Harvard Business Review: Know Your Customer
Marketing Mix (4Ps)
BTEC Unit 2 textbook section on the 4Ps
Articles from Marketing Week or The Drum
Campaign Planning & Evaluation
CIM and HubSpot blogs on campaign evaluation
Business case studies from previous years’ BTEC exams
Listen
Marketing Objectives & Strategy
Marketing Week podcast: Strategy talks
CIM podcast episodes on campaign objectives
Market Research
The Indicator podcast: Consumer data stories
Business Daily (BBC): Market insights
Targeting & Segmentation
Marketing Smarts podcast: Target markets
BBC’s Business Daily: Niche marketing
Marketing Mix (4Ps)
Call to Action podcast: How brands manage the mix
Campaign Planning & Evaluation
Behind the Campaign podcast
Smart Passive Income podcast (select episodes)
Watch
Marketing Objectives & Strategy
Tutor2U: Marketing objectives
TED Talk: The future of marketing
Market Research
Tutor2U: Primary vs Secondary research
YouTube: Real-life brand market research examples
Targeting & Segmentation
Tutor2U: Segmentation, Targeting, Positioning (STP)
Case study videos from real campaigns
Marketing Mix (4Ps)
YouTube: 4Ps explained with real brand examples
Ad campaigns breakdown on BBC or YouTube
Campaign Planning & Evaluation
Tutor2U: Marketing campaign examples and evaluation
YouTube: Post-campaign reviews from agencies
Research
Marketing Objectives & Strategy
Compare marketing objectives of 2 competing brands
Analyse a campaign’s effectiveness
Market Research
Create and conduct your own short survey or focus group
Analyse market research from a recent ad campaign
Targeting & Segmentation
Compare segmentation strategies used by two brands
Analyse a business’s customer personas
Marketing Mix (4Ps)
Deconstruct a recent ad campaign’s 4Ps
Evaluate how product and promotion work together
Campaign Planning & Evaluation
Design your own mini-campaign for a local business or brand
Evaluate a past campaign: ROI, brand impact, engagement
Visit
Marketing Objectives & Strategy
Attend a university marketing lecture or webinar
Local marketing agency (if possible)
Market Research
Local shopping centre for footfall study
Interview a business about their research methods
Targeting & Segmentation
Local retail outlet: Observe customer demographics
Trade show or business expo for market insights
Marketing Mix (4Ps)
Brand retail outlet to observe product, price, place
Local entrepreneur or SME to discuss their marketing decisions
Campaign Planning & Evaluation
Marketing department at a local college or employer
Digital marketing conference or school careers event
Creative
Marketing Objectives & Strategy
Design a vision board for a business showing SMART marketing objectives and matching strategies.
Market Research
Create a survey with five questions to help a local café improve its services.
Targeting & Segmentation
Draw a customer profile for a niche product and explain the chosen segment it targets.
Marketing Mix (4Ps)
Develop a product pitch poster showing how each of the 7Ps supports the product launch.
Campaign Planning & Evaluation
Design a Gantt chart for a short marketing campaign and outline two success measures.
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