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

Introduction

This section of the SQA Higher Business Management course focuses on the marketing mix—specifically the “Place” element. It’s about more than just geography. Students learn how products and services get into the hands of customers and why those decisions can make or break a business. The SQA syllabus makes clear that understanding distribution channels and methods is essential for both strategic thinking and real-world business application.

Key Concepts

According to the SQA specification, students should understand:

• What ‘place’ means in the marketing mix: It refers to how a product reaches the consumer, not just where it’s sold.

• Different types of distribution channels: Direct (e.g. manufacturer to consumer) and indirect (e.g. involving wholesalers, retailers).

• Online distribution: E-commerce, the rise of digital platforms, and their impact on traditional retail models.

• Factors influencing choice of distribution method: Product type, cost, target market, and business goals.

• Physical vs digital presence: The pros and cons of brick-and-mortar stores, online shops, and hybrid models.

Real-World Relevance

Take Gymshark—a brand born online. With no physical shops for years, it built a global presence purely through digital channels and social media. Now it’s opening flagship stores to deepen brand connection. Compare that to Greggs, which thrives on physical high street visibility. Teaching this topic gives you the chance to draw these contrasts, helping students understand why some businesses sell online only, while others need to be face-to-face with customers.

How It’s Assessed

In the SQA Higher exam, students are expected to demonstrate understanding and application. Assessment may include:

• Short-answer questions asking for definitions or reasons behind certain place strategies.

• Case study analysis where students evaluate the suitability of a distribution method for a specific business.

• Extended response questions requiring them to justify the most appropriate channel based on a scenario.

Command words include “explain”, “analyse”, and “justify”. Encourage students to structure their answers with clear points, evidence, and business terminology.

Enterprise Skills Integration

This topic naturally taps into enterprise skills:

• Problem-solving: Choosing the best route to market based on changing conditions.

• Decision-making: Evaluating trade-offs between control, cost, and customer access.

• Digital literacy: Understanding e-commerce platforms, third-party sellers, and logistics.

• Critical thinking: Comparing online and offline strategies for different business models.

Case studies or simulations can help students apply this thinking—such as designing a distribution strategy for a student-run pop-up brand.

Careers Links

This topic aligns with Gatsby Benchmarks 4 and 5, linking curriculum learning to careers and encounters with employers. Careers that relate directly include:

• Retail buyer or merchandiser

• Logistics coordinator or supply chain analyst

• Digital marketing manager

• E-commerce operations executive

• Business development associate

Inviting a local entrepreneur or an e-commerce specialist to speak can make this real—and memorable.

Teaching Notes

Common pitfalls:

• Students often confuse ‘place’ with ‘location’. Emphasise it’s about how a product is delivered to the customer, not just where it’s found.

• Overgeneralising that “online is always better” without exploring context.

Teaching tips:

• Use current examples: Amazon, Etsy, Asos, and even TikTok Shop.

• Set students the task of mapping out the distribution journey of a familiar product—from manufacturer to end user.

• Offer extension tasks: Ask more able learners to compare the logistics needs of a digital-only brand vs a traditional retailer expanding online.