Syllabus: SQA - Higher Course Spec Business Management
Module: Management of Marketing
Lesson:Marketing Mix
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Introduction
This section of the SQA Higher Business Management course dives into the marketing mix—a core pillar of how businesses attract and retain customers. Aligned with the “Management of Marketing” unit, it equips learners with practical insights into real business decisions, particularly the balance of product, price, place, and promotion. For teachers, this unit offers strong opportunities to link classroom learning with familiar brand strategies and customer behaviour, while staying rooted in the syllabus.
Key Concepts
The marketing mix refers to the 4Ps:
Product: Understanding types of products (goods vs. services), product life cycle stages, and strategies like extension tactics or product differentiation.
Price: Covering pricing strategies such as cost-plus, competitive, skimming, penetration, and psychological pricing.
Place: Exploring distribution channels (retailer, wholesaler, e-commerce) and the logistical decisions that get products to consumers.
Promotion: Analysing advertising types, sales promotions, PR, and the role of digital marketing.
Students are expected to understand how these elements interact and the consequences of getting the mix right—or wrong. The SQA framework encourages evaluation, not just description, helping students develop a more strategic lens.
Real-World Relevance
Use examples like:
Apple’s product strategy: Carefully timed product launches, premium pricing, and exclusive retail experiences.
Aldi’s pricing model: Competitive pricing with no-frills packaging to target price-sensitive consumers.
Nike’s promotion campaigns: Use of influencer marketing, social media campaigns, and emotional storytelling in ads.
Amazon’s distribution (place): Efficient logistics and customer data integration to deliver products quickly and conveniently.
Bringing these into lessons allows learners to anchor theoretical content in everyday experiences. Bonus: most students are already customers of these brands.
How It’s Assessed
Assessment in this unit focuses on demonstrating understanding and applying knowledge to unfamiliar contexts. Tasks may include:
Analysing case studies to evaluate the effectiveness of a company’s marketing mix.
Describing and justifying changes to the 4Ps in response to a business scenario.
Using command words like describe, explain, justify, and evaluate.
Typical exam formats might involve structured questions, scenario-based analysis, and extended response tasks that demand both factual knowledge and strategic thinking.
Enterprise Skills Integration
This unit is a natural space to build:
Decision-making: Choosing the best promotional mix for a target market.
Problem-solving: Adjusting the marketing mix to respond to falling sales.
Communication: Explaining strategic choices with clarity and rationale.
Numeracy: Analysing pricing strategies or calculating profit margins tied to product mix.
Use mini-projects like designing a product launch to integrate these skills and allow students to think like entrepreneurs.
Careers Links
This topic connects directly with:
Marketing roles: from digital marketing assistants to brand managers.
Retail and sales: particularly in roles that adjust pricing and promotions.
Entrepreneurship: where every decision around the 4Ps directly affects outcomes.
Ties neatly into Gatsby Benchmark 4 (linking curriculum learning to careers) and 5 (encounters with employers and employees) when guest speakers or case study partnerships are used.
Teaching Notes
Plug-and-play activities: Use mock marketing briefs for students to redesign a company’s 4Ps.
Common pitfalls: Students often treat the 4Ps in isolation. Reinforce that they must work together to create value.
Differentiation: Use tiered case studies—from small local cafés to global brands—to cater to mixed-ability groups.
Extension ideas: Compare a luxury brand vs a budget brand across the 4Ps. Great for evaluation practice.
