Syllabus: Pearson - A Level Business
Module: 1.3 Marketing mix and strategy
Lesson: 1.3.1 Product/service design

Introduction

This article supports teaching of Pearson Edexcel A Level Business, specifically Theme 1: Marketing and People, with direct alignment to topic 1.3.1 – Product/Service Design. It’s part of the broader Marketing Mix and Strategy unit (1.3), which explores how businesses position their products effectively in competitive markets.

This topic equips students to understand how and why products are designed to meet market needs, balance function, aesthetics and cost, and respond to changing market trends. For schools focused on delivering high-impact, exam-ready lessons without extra workload, this is a plug-and-play topic where case studies and real-world examples can do the heavy lifting.

Key Concepts

Students are expected to understand the following:

• Design mix: The balance between function, aesthetics and cost in the design of products and services.

• Changes in the design mix: How social trends influence product design, including concern for waste minimisation, ethical sourcing and sustainability.

• Design for the market: Meeting consumer needs through features, usability and branding.

• Cost implications: How different design decisions affect unit costs and competitive pricing.

• Product lifecycle influence: The impact of design decisions on product longevity and business strategy.

The Pearson Edexcel specification emphasises analytical and evaluative thinking, encouraging students to assess how design choices affect wider business objectives such as profitability, brand image, and ethical positioning.

Real-World Relevance

Design thinking is no longer just for tech firms or high-end brands—it’s central to business success across all sectors.

Consider:

• Apple’s iPhone SE: A blend of cost efficiency (older chassis), aesthetics (modern UI), and function (current chip) designed for price-sensitive users without compromising brand appeal.

• Innocent Drinks: Their use of sustainable packaging and clean design meets ethical consumer expectations while maintaining cost-efficiency.

• IKEA: Combines flat-pack cost saving with product aesthetics and function, reinforcing its market position.

Embedding examples like these helps students understand that design is not about ‘making it pretty’, but about aligning products with what real people want—without breaking the bank.

How It’s Assessed

This topic is typically examined through:

• Short-answer application questions – e.g. “State two ways a business could improve the function of a product.”

• Data response questions – Students analyse real or simulated product designs and market data.

• 12- and 20-mark evaluative questions – “Assess the importance of cost in product/service design.”

Command words to focus on:

• Explain: Provide linked reasoning or cause/effect (e.g. why ethical design matters).

• Analyse: Break down design decisions in context (e.g. pros/cons of changing aesthetics).

• Evaluate: Make a supported judgement (e.g. whether function should outweigh cost in a specific scenario).

Encouraging students to use a structured chain of reasoning, supported by examples, is key to unlocking higher marks.

Enterprise Skills Integration

Product/service design is a prime opportunity to engage students in practical, decision-based learning:

• Problem-solving: Students evaluate trade-offs between aesthetics, cost, and functionality.

• Decision-making: They simulate or justify design choices in response to market data.

• Critical thinking: They assess how design affects pricing, brand loyalty, and customer perception.

• Creativity: Through sketching, rebranding or redesign activities, learners apply design principles actively.

Enterprise Skills Simulations offer a structured way to bring this to life. In these sessions, students act as marketing directors, allocating budgets, choosing product features and responding to customer feedback—all while seeing the consequences of their decisions.

Careers Links

This topic directly supports Gatsby Benchmarks 4, 5, and 6:

• Gatsby 4: Clear links to curriculum content—students understand real roles such as Product Manager, UX Designer, or Brand Strategist.

• Gatsby 5 & 6: Business simulations and industry case studies bring workplace relevance into the classroom.

Relevant career pathways:

• Marketing and product development

• Business consultancy

• Consumer research and behavioural analysis

• Retail and digital merchandising

• Sustainable innovation and social enterprise

Using labour market data or employer videos can help cement the connection between classroom learning and future pathways.

Teaching Notes

Tips for delivery:

• Start with everyday products: Ask students why they chose their phone, shoes, or drink brand—link to design mix.

• Use role-play: Assign teams to different stakeholder roles (e.g. Finance Director vs. Head of Design) and debate product priorities.

• Highlight ethical dilemmas: Pose real questions like “Should we use biodegradable materials even if they raise costs by 20%?”

Common pitfalls to avoid:

• Over-simplifying the design mix as just “looks vs. cost.”

• Ignoring the role of sustainability and ethics.

• Failing to distinguish between design decisions in products vs. services.

Extension ideas:

• Run a Skills Hub activity where students redesign a product using drag-and-drop criteria based on market trends.

• Set a mini project: “Design a sustainable product for Gen Z—pitch it to your class.”