Syllabus: Pearson Edexcel AS Business
Module: Marketing Mix and Strategy
Lesson: 1.3.1 Product/Service Design

Introduction

This Pearson Edexcel AS Business lesson on Product/Service Design (1.3.1) is part of Theme 1: Marketing and People, sitting within the broader module on the Marketing Mix and Strategy. It forms a crucial building block for understanding how businesses develop offerings that meet customer needs while achieving commercial success.

Students explore the components of the design mix – function, aesthetics, and cost – and how these are adapted in response to social trends like sustainability and ethical sourcing. It links directly to Assessment Objectives AO1 (knowledge), AO2 (application), AO3 (analysis), and AO4 (evaluation), with a particular emphasis on applying concepts to business contexts.

Key Concepts

• The Design Mix
  Students should grasp how products are developed with three key design factors in mind:
  • Function: How well the product performs its core purpose.
  • Aesthetics: Visual appeal and sensory experience.
  • Cost: Efficiency in production without compromising quality.
• Responding to Social Trends
  Businesses increasingly adapt their product designs to reflect:
  • Sustainability (e.g. use of recycled materials)
  • Ethical sourcing (e.g. Fairtrade)
  • Consumer values (e.g. cruelty-free products)
• USP and Differentiation
  Design is central to creating a Unique Selling Point (USP), helping businesses stand out in saturated markets.
• Trade-Offs in Design
  Students should analyse the compromises businesses make – e.g., reducing aesthetic appeal to cut costs or increasing function at the expense of environmental friendliness.

Real-World Relevance

Patagonia

The outdoor clothing brand is a case study in aligning design with ethics. Their products are built to last (function), feature sleek minimal aesthetics, and are made from sustainable materials – even encouraging customers to buy less.

IKEA

IKEA’s flat-pack furniture is a masterclass in cost-focused design. By optimising packaging and material use, it reduces shipping costs and environmental impact without sacrificing usability.

Apple

Apple products exemplify the balance of aesthetics and function. Their minimalist design choices are deliberately made to elevate user experience and reinforce brand identity.

These examples demonstrate how product/service design is more than just a creative exercise – it’s a strategic tool for competitive advantage.

How It’s Assessed

• Paper 1 typically tests this content within broader questions on marketing strategy.
• Students may face:
  • 10- or 12-mark analysis questions comparing design options.
  • Data response items asking them to evaluate design decisions in real businesses.
  • 20-mark evaluative questions requiring them to judge the importance of design in business success.

Common command words:

• Analyse: Explore implications of design trade-offs.
• Evaluate: Judge whether a business has made the right design choice based on market trends or cost pressures.
• Justify: Support a recommendation (e.g. “Which aspect of the design mix should a startup prioritise?”)

Enterprise Skills Integration

Product design brings a suite of enterprise skills into play:

• Problem-solving: Identifying how design can fix user pain points.
• Decision-making: Balancing cost, sustainability, and customer appeal.
• Adaptability: Responding to evolving trends (e.g. shift to eco-friendly products).
• Communication: Articulating product ideas in pitches or proposals.

Use MarketScope AI to simulate how adjusting the design mix impacts consumer demand or costs. It’s especially useful for exploring hypothetical product launches in different market segments.

Careers Links

This topic underpins roles across:

• Product Design and Development: Working in teams to prototype and refine goods.
• Sustainability Officers: Ensuring materials and production processes align with environmental goals.
• Marketing Managers: Using product design as a cornerstone of brand positioning.
• Entrepreneurs: Making design decisions that define early-stage products.

This directly supports Gatsby Benchmark 4 by linking classroom learning with sector-specific insights and decision-making tools.

Teaching Notes

For Teachers:
This lesson connects well with students’ everyday experiences – they’re constantly interacting with products where form, function, and cost compete.

Activity Ideas:

• “Design Mix Sprint”: In small groups, students redesign a familiar product (e.g. a water bottle or trainer) to meet a specific trend (e.g. zero waste or budget-conscious buyers). Each group justifies their changes in terms of the design mix.
• Debate: “Aesthetic or Ethical – what matters more to consumers in 2025?”

Common Misunderstandings:

• Students often treat the three elements of the design mix as separate, rather than interconnected.
• Some assume sustainability always increases cost – explore counterexamples where it reduces waste or builds brand value.

Stretch Tasks:
Ask students to analyse the trade-offs in Tesla’s product design. How does function (e.g. battery range) conflict with cost or sustainability? Link to marketing strategy discussions later in the module.

Empathy Map Tips (for SLT, Careers Leads, and Heads):

• Keep activities flexible and adaptable to time-limited schedules.
• Highlight the link to employability – especially for students disengaged with theory-heavy content.
• Use this topic to spark conversations about ethical entrepreneurship and design-for-impact careers.