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

Introduction

The “Management of Marketing – Promotion” section of the SQA Higher Business Management course brings classroom learning into direct conversation with the consumer world students already live in. Promotion is not just about advertising, it’s about understanding how brands shape perception, create desire, and influence behaviour. Aligned with the SQA curriculum, this unit encourages students to think critically about promotional strategy, media choices, ethics, and effectiveness, making it a rich site for real-world engagement and assessment.

Key Concepts

According to the SQA specification, students should develop an understanding of:

• The purpose of promotion in achieving marketing objectives.

• The difference between above-the-line and below-the-line promotion.

• Different types of advertising (informative, persuasive, product endorsement).

• Sales promotions (BOGOF, discounts, loyalty cards).

• Public relations tools such as press releases, sponsorship, and social media engagement.

• The advantages and disadvantages of different promotional methods.

• The impact of technology and social media on promotional activity.

• Legal and ethical considerations in promotional campaigns.

These topics are designed to encourage students to explore not just what promotion looks like, but why it works (or doesn’t), who it targets, and how it reflects brand values.

Real-World Relevance

Students encounter promotional content constantly—from TikTok influencer ads to billboards on the way to school. Use current campaigns to deepen understanding:

• Greggs and Primark collabs: Good example of co-branding and leveraging brand personality.

• Duolingo’s use of TikTok: A case in effective below-the-line digital engagement.

• Lush’s anti-social media stance: Sparks debate on ethical advertising and brand integrity.

A short in-class activity could involve comparing adverts for the same product across platforms to evaluate message consistency and channel effectiveness.

How It’s Assessed

In the final SQA Higher exam, promotional content typically appears within the “Marketing” section of extended response or case study-style questions. Students may be asked to:

• Explain the benefits or limitations of a specific promotional method.

• Recommend appropriate promotional strategies for a given business scenario.

• Evaluate the impact of digital marketing on traditional promotional channels.

Command words to focus on include: explain, compare, evaluate, and justify. Students should be encouraged to give structured answers with real-world examples and link back to business objectives.

Enterprise Skills Integration

This topic offers natural entry points to build skills in:

• Decision-making: Choosing suitable promotional strategies under budget constraints.

• Problem-solving: Identifying gaps in current promotional plans and addressing them.

• Creative thinking: Designing promotional campaigns as part of project-based learning.

• Communication: Analysing how messaging varies for different audience segments.

A mock task such as “You’re launching a new school snack brand – develop a promo plan on a £500 budget” brings enterprise and marketing together meaningfully.

Careers Links

Promotion sits at the heart of many business and media careers. Through this unit, students begin to understand roles such as:

• Marketing Executive

• Brand Manager

• Digital Content Creator

• Public Relations Officer

• Advertising Account Manager

This section supports Gatsby Benchmarks 4, 5 and 6 by connecting curriculum content to future pathways, offering exposure to employers through guest speakers or virtual agency tours.

Teaching Notes

• Top Tip: Use live examples whenever possible. Students engage more with brands they know.

• Common Pitfall: Students often mix up above-the-line and below-the-line promotion—repetition with visuals helps here.

• Extension idea: Let students analyse a failed marketing campaign and suggest how better promotion might have saved it.

• Differentiation: Provide scaffolded templates for promotional campaign planning to support less confident students while allowing higher-level learners to explore more complex multi-channel strategies.