Course overview - Study Period 1 and 2 - Unit 1 - Marketing
Learners commence their GCSE Business Studies course in gaining knowledge for the Marketing Unit of work. The Unit of work will be covered for the whole of the Autumn Term, with a summative assessment before the Christmas break.
Topics that will be covered include the importance of identifying and satisfying customers' needs to provide a product or service that customers will buy. Learners will also begin to understand how and why different businesses use segmentation to target customers through a variety of different markets. Market research is a key topic for this unit of work, and learners will carry out surveys to understand different types of questions and then use analytical skills to understand the data collected.
The Marketing unit of work also covers the following topics: Pricing Methods, Product Life Cycles and Extension Strategies, Product Differentiation, Product Portfolios, Promotional Methods including sales promotions, the Marketing Mix, E-Commerce and M-Commerce and Channel of Distribution.
The unit of work is finished by learners experiencing a 4 lesson Case Study – this allows the learners to apply the knowledge learned to a virtual business in preparation for their summative End of Unit assessment before the Xmas holidays.
Key Concept:
Communication, Opportunity
Assessment Points:
Unit 1 - Marketing
Mid-unit summative assessment, before half-term
End of Unit Summative Assessment, end of the term.
Guidance:
Learners will receive guidance in a variety of ways. These include marked assessments, reports, verbal feedback, written feedback in books, 1:1 interaction, Google Classroom and whole class feedback.
Key Vocabulary:
Primary Research, Secondary Research, Focus Groups, Surveys, Questionnaires, Consumer, Unique Selling Point, Branding, Promotional Mix, Product, Place, Promotion, Price, Pricing Strategies, Target Market, Segmentation, Product Life Cycle, Product Portfolio, Distribution Channels, Direct, Indirect