Syllabus: International Baccalaureate - Individuals and Societies - Business management (Higher Level)
Module: Unit 4: Marketing
Lesson: 4.1 Introduction to Marketing

Introduction

Unit 4.1 of the IB Business Management Higher Level course introduces students to the foundational purpose and role of marketing in organisations. Positioned within the Individuals and Societies curriculum, this unit explores how businesses understand and respond to consumer needs, link product development with market research, and design strategies that align with organisational goals. It lays the groundwork for deeper exploration of the marketing mix and strategic planning.

This lesson is a powerful vehicle for integrating commercial awareness and decision-making skills, and aligns directly with the International Baccalaureate’s emphasis on critical thinking, real-world context, and global-mindedness. It also offers rich opportunities to build career readiness through analysis of dynamic business environments and stakeholder interests.

Key Concepts

Aligned with the IB syllabus for Unit 4.1, students should understand and be able to apply the following concepts:

• The Role of Marketing: Understand marketing as a function and process that links businesses with consumers to identify and satisfy needs profitably.

• Market Orientation vs Product Orientation: Explore the implications of customer focus versus product innovation as primary business strategies.

• Commercial and Social Marketing: Evaluate the objectives of marketing beyond profit, including social impact, ethics, and sustainability.

• The Marketing Process: Grasp how organisations conduct market research, segment audiences, target consumers, and position their offerings.

• Marketing and Other Functions: Recognise how marketing integrates with operations, finance, and human resources.

• Marketing of Goods vs Services: Distinguish characteristics and challenges associated with intangibility, inseparability, and variability.

• The Evolution of Digital Marketing: Identify how technology, e-commerce, and data have transformed traditional marketing approaches.

These areas provide essential conceptual scaffolding for later topics such as the marketing mix, product life cycle, and branding strategy.

Real-World Relevance

Marketing theory is constantly tested in the real world. In recent years, firms like Apple have exemplified the power of product-led marketing, while Amazon operates with a data-rich, customer-centric model reflective of strong market orientation.

The global transition towards social marketing is evident in campaigns like Patagonia’s environmental activism or Nike’s inclusion narratives—both of which reflect marketing strategies aligned with corporate values and stakeholder influence.

In a school context, using case studies such as Tesco’s Clubcard strategy, Netflix’s segmentation through data, or Monzo Bank’s digital-first customer engagement can help students contextualise theory through brands they recognise and interact with.

How It’s Assessed

In the IB Business Management HL assessment model, students are evaluated across a range of cognitive skills:

• Paper 1: Based on a pre-seen case study, requiring application of marketing concepts in an integrated business scenario.

• Paper 2: Includes Section B and C extended-response questions requiring synthesis, evaluation, and real-world application.

• Internal Assessment (IA): Students research a real business issue, often involving marketing problems, customer feedback, or product development.

Command terms such as explain, analyse, evaluate, and recommend feature prominently. For example:

• Analyse the differences between market orientation and product orientation.

• Evaluate the importance of social marketing in modern business strategy.

Teachers should emphasise structured responses that show balanced arguments and link to the business context.

Enterprise Skills Integration

This unit offers rich integration opportunities across three core Enterprise Skills themes:

• Commercial Awareness: Students explore how organisations create value, assess target markets, and position products effectively.

• Decision-Making & Problem-Solving: Evaluating marketing options (e.g., targeting mass vs niche markets) strengthens strategic thinking and risk evaluation.

• Workplace Readiness: Analysing marketing in the context of real organisations builds confidence in applying theoretical concepts to live challenges.

Using simulation tools, such as those found in Skills Hub Business, enables students to role-play as marketing teams making data-informed decisions. These tools offer structured challenges tied directly to curriculum outcomes and stakeholder engagement scenarios.

Careers Links

Unit 4.1 supports delivery of Gatsby Benchmarks 4, 5, and 6, helping schools fulfil career provision obligations through meaningful curriculum alignment.

Relevant Career Pathways:

• Marketing Executive

• Brand Manager

• Market Research Analyst

• Social Media Strategist

• Product Manager

• Digital Marketer

Skills Hub Futures enhances these links by offering sessions on customer focus, stakeholder needs, and communication strategies—all directly tied to marketing competencies.

Through real employer scenarios and workplace-aligned projects, students develop an understanding of marketing roles, KPIs, and cross-functional collaboration in real business settings.

Teaching Notes

Practical Tips:

• Start with student brands: Let students analyse why they chose a certain phone or app—introducing segmentation and targeting naturally.

• Use short campaigns: Break down well-known adverts or influencer strategies to show how brands position themselves.

• Incorporate employer voice: Use embedded videos or employer interviews available through Skills Hub for authenticity.

Common Pitfalls:

• Over-relying on outdated marketing models without context.

• Assuming marketing equals advertising—emphasise research, strategy, and value creation.

• Not linking marketing decisions to operations or finance—misses the ‘whole business’ perspective.

Extension Activities:

• Run a mini product launch challenge where students design a marketing plan for a new product.

• Use a simulation to explore real-time market feedback and adjust a campaign accordingly.

• Set up a live case study with a local business for students to analyse and make recommendations.