Syllabus: International Baccalaureate - Individuals and Societies - Business management (Higher Level)
Module: Unit 1: Introduction to Business Management
Lesson: 1.3 Business Objectives

Introduction

The International Baccalaureate (IB) Business Management Higher Level course, under the “Individuals and Societies” strand, develops critical insight into how businesses operate. Unit 1.3 — Business Objectives — explores the diverse aims that organisations pursue beyond profit. This topic provides a vital bridge between foundational business theory and real-world strategy, aligning closely with commercial awareness and workplace readiness, two core pillars of the IB’s holistic education approach.

This article is tailored for SLT, business teachers, and careers leads seeking to connect curriculum delivery with real-world impact. The content aligns with the IB syllabus and supports Gatsby Benchmarks 4, 5, and 6.

Key Concepts

According to the IB syllabus, students studying 1.3 Business Objectives should understand:

• The reasons businesses set objectives, and how these guide decision-making and performance measurement.

• Common business objectives, including profit maximisation, growth, survival, market share, customer satisfaction, ethical and sustainable goals.

• Mission statements and vision statements, and how these influence strategy.

• The hierarchy of objectives, from strategic to operational.

• The changing nature of objectives as businesses evolve or respond to internal and external factors.

• The tension between stakeholder expectations and business objectives, especially in relation to corporate social responsibility (CSR).

In the IB framework, this unit is foundational for later learning on strategy, ethics, and decision-making. It sets up complex analysis and evaluation skills vital for Paper 1, Paper 2, and the Internal Assessment.

Real-World Relevance

The importance of business objectives has been underlined in recent corporate developments:

• Unilever’s shift to sustainability: By embedding environmental and social goals into its objectives, Unilever is aligning with stakeholder expectations and long-term strategy.

• Netflix’s evolving objective from subscriber growth to profitability: In response to market saturation and investor pressure, Netflix shifted its business objective — an excellent example of adapting to external forces.

• Greggs’ focus on ethical objectives: This UK-based food retailer has incorporated healthier product offerings and social responsibility into its mission, demonstrating multi-stakeholder balancing.

These examples help students see that business objectives are dynamic, situational, and often a blend of commercial, ethical, and strategic aims.

How It’s Assessed

In IB Higher Level Business Management, 1.3 Business Objectives is assessed across multiple formats:

• Paper 1: Based on a pre-released case study. Students may need to evaluate the appropriateness of a firm’s objectives in a specific context.

• Paper 2: Structured questions ask students to analyse objectives using tools such as SWOT, stakeholder mapping, or SMART analysis.

• Internal Assessment (IA): Students conduct original research into a real business issue, often evaluating how or why a firm’s objectives have changed over time.

Command terms students must master for this topic include:

• Define, Explain, and Distinguish (AO1 – knowledge and understanding)

• Analyse, Discuss, and Evaluate (AO2 & AO3 – application and synthesis)

Encouraging use of real case studies or school-based enterprises can significantly strengthen student responses and understanding.

Enterprise Skills Integration

Understanding business objectives connects directly to enterprise capabilities:

• Strategic decision-making: Students explore how businesses select and adapt their objectives — a core decision-making competency.

• Problem-solving: Conflicting stakeholder objectives create tension. Navigating this mirrors real-world problem-solving around ethical trade-offs, community impact, and business growth.

• Commercial awareness: This topic deepens understanding of how organisations operate in complex environments with multiple priorities.

Using simulation-based activities — such as those in Skills Hub Futures — students can role-play executive decision-makers, weighing objectives in dynamic market scenarios.

Careers Links

This unit has strong relevance to Gatsby Benchmarks:

• Benchmark 4: Linking curriculum learning to careers. Exploring objectives lets students understand real job roles in strategy, operations, CSR, and marketing.

• Benchmark 5: Employer encounters. Guest speakers can provide insight into how their organisations balance profit with purpose.

• Benchmark 6: Workplace experiences. Business simulations expose students to real-world decisions about growth, ethics, and objectives.

Relevant roles that connect with this unit:

• Strategic planner

• Corporate social responsibility officer

• Business analyst

• Project manager

• Charity or social enterprise leader

Each of these careers requires the ability to align day-to-day activities with overarching business objectives.

Teaching Notes

Tips for delivery:

• Use mini case studies: Ask students to compare the objectives of two contrasting firms (e.g. Amazon vs. The Body Shop).

• Encourage debate: Should businesses prioritise profit or purpose? This engages higher-order thinking.

• Make it personal: Students can write mock mission statements for their own future careers or enterprises.

Common pitfalls:

• Students often confuse mission statements with objectives. Reinforce the hierarchy of purpose, strategy, and operations.

• Over-emphasis on profit as a universal goal. Highlight ethical, social, and survival objectives, especially for NGOs or start-ups.

Extension ideas:

• Incorporate employer videos from Skills Hub or other trusted platforms showing how real professionals define success.

• Use strategic tools like SMART objectives or Ansoff Matrix to extend beyond syllabus basics.

Recommended active learning strategies:

• Run a simulation where students act as board members adjusting a business’s objectives based on shifting market conditions.

• Use the mission statement design tool in Skills Hub Futures for a cross-curricular English and Business activity.