Syllabus: Cambridge - IGCSE Business Studies
Module: 3.3 Marketing Mix
Lesson: 3.3.5 Technology and the Marketing Mix

Introduction

This article supports educators delivering the Cambridge IGCSE Business Studies (0450) syllabus, focusing on section 3.3.5: Technology and the Marketing Mix. This topic introduces learners to the impact of digital technologies on each element of the marketing mix (product, price, place, promotion). As businesses increasingly rely on data-driven decisions and digital engagement, this section ensures students can recognise, analyse and apply marketing strategies in a digitally evolving landscape.

It aligns directly with Gatsby Benchmark 4 by linking curriculum content to modern career contexts and meets the need for workplace readiness and commercial awareness for all students.

Key Concepts

The Cambridge IGCSE 0450 – Business Studies syllabus requires students to understand the following in this section:

• E-commerce: How businesses use digital platforms to sell products directly to consumers or other businesses.

• Digital Promotion: The use of email marketing, social media, and digital advertising.

• Impact of Technology on the 4Ps:

  • Product: Customisation, digital products (e.g. software), user experience design.

  • Price: Dynamic pricing, online price comparison tools.

  • Place: Global reach, reduction in need for physical outlets.

  • Promotion: Viral marketing, influencer strategies, paid digital ads.

• Benefits and Limitations: Cost efficiency, scalability, but also challenges such as cybersecurity, digital literacy, and competitive saturation.

Real-World Relevance

Students will instantly recognise the influence of digital tools through familiar platforms:

• Amazon adjusts prices hourly using algorithms that respond to market demand – a live example of dynamic pricing.

• Nike By You allows customers to customise trainers online, showing how tech impacts product decisions.

• Gymshark’s entire global growth strategy relied on influencer marketing and e-commerce from its inception.

• TikTok Shop demonstrates how social media merges promotion and place, allowing purchase directly from within a promotional video.

These examples help demystify technology’s role in marketing and offer cross-curricular value in ICT, Media, and Economics.

How It’s Assessed

In Cambridge IGCSE Business Studies:

• Paper 1 includes structured short-answer and data response questions.

• Paper 2 requires students to analyse scenarios and justify decisions (typically 6–12 marks).

Assessment objectives covered:

• AO1 – Recall and define key terms (e.g. e-commerce).

• AO2 – Apply concepts to business contexts (e.g. a company switching to digital advertising).

• AO3 – Analyse benefits/drawbacks of technology use.

• AO4 – Evaluate decisions (e.g. is social media advertising worth the cost for a small business?).

Command words include explain, analyse, evaluate, and justify – highlighting the need for structured reasoning and evidence-based conclusions.

Enterprise Skills Integration

This topic is ideal for embedding enterprise and employability skills. Using active learning tools like simulations, students can:

• Apply the marketing mix digitally to launch a mock business.

• Use digital platforms to present campaign strategies.

• Analyse data to improve promotional outcomes.

These activities build:

• Decision-Making: Choosing suitable marketing channels.

• Problem-Solving: Tackling poor campaign engagement.

• Commercial Awareness: Understanding platform costs vs. returns.

Our Skills Hub tools map directly to this, including “Marketing Mix Builder” and “Digital Campaign Optimiser” for hands-on student engagement.

Careers Links

Technology and marketing intersect across many career paths, making this topic rich for Gatsby-aligned provision:

• Gatsby Benchmark 4: Curriculum clearly links to real roles like Digital Marketing Assistant, E-commerce Manager, and UX Designer.

• Gatsby Benchmark 5: Employer interviews and case studies embedded in platforms like Skills Hub Futures show what real marketing roles entail.

• Gatsby Benchmark 6: Simulation-based experiences replicate campaign planning in a real-world workplace context.

These careers span every industry – from retail to tech to social enterprise – showing students how commercial awareness is a universal skill.

Teaching Notes

Tips for Educators:

• Start with student experience: Ask which apps or ads influenced their last purchase.

• Integrate practical tasks: Use role-play where students pitch a digital marketing strategy.

• Use real data: Platforms like Instagram Insights or Google Trends offer rich discussion points.

• Include career case studies: Link activities to roles students might pursue.

Common Pitfalls to Avoid:

• Treating “technology” as abstract – always anchor in specific tools or platforms.

• Overfocusing on social media – include broader digital strategies (e.g. CRM systems, SEO).

• Forgetting analysis – students often describe but don’t evaluate impact, especially in 6–12 mark questions.

Extension Opportunities:

• Link with ICT or Computer Science: explore the algorithms behind dynamic pricing.

• Explore ethics: is personalised advertising too intrusive?