Syllabus: SQA - Higher Course Spec Business Management
Module: Management of Marketing
Lesson: People

Introduction

In the SQA Higher Business Management course, the “Management of Marketing – People” unit offers a crucial insight into how businesses leverage people within marketing to drive organisational success. This part of the course not only aligns with the SQA’s emphasis on functional business areas but also builds students’ understanding of roles, responsibilities, and interpersonal skills essential in modern marketing environments.

This article unpacks the syllabus-aligned content with classroom-friendly guidance, practical applications, and clear links to assessment and careers, ensuring you’re teaching with confidence and clarity.

Key Concepts

According to the SQA Higher course specification, this unit covers:

• Roles within the marketing function: understanding job roles such as marketing manager, market researcher, and advertising executive.

• Skills and qualities required in marketing roles: including communication, creativity, analytical thinking, and resilience.

• The importance of effective team working in marketing: and how collaboration across departments can strengthen campaigns.

• The impact of people on customer service and brand reputation: exploring how staff behaviour shapes consumer experience.

• Internal and external communication: methods used within marketing teams and with customers, such as email, social media, and meetings.

These areas link closely to broader themes across the Higher Business Management curriculum, including decision-making, strategic planning, and stakeholder management.

Real-World Relevance

This topic couldn’t be more timely. Take the example of Greggs – the UK bakery brand known for its savvy marketing and people-first approach. In recent campaigns, Greggs has leveraged staff involvement in social media and community initiatives to humanise its brand and boost customer loyalty.

Or look at Innocent Drinks. Their entire marketing strategy hinges on personable communication and humour – driven by a team culture that encourages creativity and collaboration. These real examples help students see that marketing isn’t just about advertising, but about people working together to connect with customers in meaningful ways.

How It’s Assessed

Assessment of this topic includes:

• Knowledge and understanding questions: Students may be asked to define roles, describe skills, or explain the impact of teamwork in marketing.

• Application: Candidates should be ready to apply knowledge to case studies or business scenarios, such as evaluating how staff behaviour could affect a company’s brand image.

• Analysis and evaluation: Higher-tier questions often require students to assess the effectiveness of communication strategies or teamwork in specific business contexts.

Command words like explain, analyse, and evaluate feature prominently. Encourage students to link their answers directly to marketing roles and real businesses to boost their marks.

Enterprise Skills Integration

This unit is rich with opportunities to build key enterprise skills:

• Teamwork: Understanding how individuals contribute to a shared marketing goal.

• Communication: Developing clear, purposeful messaging internally and externally.

• Problem-solving: Thinking creatively about how to handle customer complaints or boost engagement.

• Decision-making: Choosing the most appropriate communication channel for different scenarios.

Encouraging students to role-play marketing teams or plan mini-campaigns can embed these skills naturally and effectively.

Careers Links

This topic connects directly to Gatsby Benchmarks 4, 5, and 6. Careers include:

• Marketing Manager: Overseeing strategy, campaigns, and team management.

• Social Media Executive: Crafting brand messages and responding to customer queries.

• Market Researcher: Analysing consumer data to guide decisions.

• Public Relations Officer: Managing public image and media communications.

By showing how classroom learning maps onto real roles, you’ll help students see a future in marketing – and understand what it takes to get there.

Teaching Notes

• Keep it people-focused: Lean into the human element of marketing. Use relatable case studies, or invite guest speakers working in the field.

• Group activities work well: Simulate marketing meetings or customer service training to show how different roles contribute to a shared objective.

• Watch for assumptions: Students might think marketing is all about ads. Broaden their view to include data analysis, customer service, and internal communication.

• Stretch tasks: Ask students to evaluate the communication strategies of two different brands. Which is more effective, and why?