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

Introduction

This article supports the SQA Higher Business Management course, focusing on the “Management of marketing – Technology” unit. It aligns with the core syllabus requirement for learners to understand how technology supports the marketing function. From analytics tools to social media platforms, the integration of tech is now a cornerstone of successful marketing strategies. The topic is a rich entry point for developing both syllabus knowledge and enterprise skills, and lends itself well to practical classroom activities that resonate with learners.

Key Concepts

The SQA Higher specification identifies several areas of focus under “Management of marketing – Technology”:

• Market research: Use of online surveys, social media listening, website analytics (e.g., Google Analytics) to gather consumer data efficiently.

• Promotion: Leveraging digital tools such as targeted ads, email marketing, influencer partnerships, and social media to engage customers.

• Selling: E-commerce platforms like Shopify or Amazon Marketplace allow 24/7 global reach.

• Customer service: Chatbots, automated FAQs, and CRM systems like Zendesk or Salesforce enhance responsiveness and personalisation.

• Data use and management: How customer databases support segmentation, retention strategies, and campaign evaluation.

Students are expected to evaluate the advantages and disadvantages of using technology in each area, including considerations of cost, data security, and customer experience.

Real-World Relevance

Tech-driven marketing isn’t just theory. Real businesses rely on it every day:

• Greggs used app-based loyalty schemes and click-and-collect options to drive footfall and digital engagement post-lockdown.

• ASOS uses machine learning to recommend products and predict buying habits.

• Even small local businesses now rely on tools like Instagram Shops or email newsletters via Mailchimp to stay visible and competitive.

You can draw on these examples to discuss how even micro-enterprises adopt marketing technology creatively and cost-effectively.

How It’s Assessed

Students face both knowledge-based and analytical tasks in the final exam:

• Describe and explain questions ask students to identify and outline how technology supports marketing.

• Discuss or evaluate questions require learners to weigh pros and cons of digital tools, often in a given business scenario.

• Assessment will expect reference to relevant examples and logical reasoning.

Command words to focus on include describe, explain, justify, evaluate, and recommend—each with clear expectations of depth and evidence.

Enterprise Skills Integration

This topic provides a natural link to key enterprise skills:

• Problem-solving: How can a business increase reach on a tight marketing budget?

• Decision-making: Which promotional tech would best support a launch campaign for a new product?

• Critical thinking: Evaluating trade-offs between personalisation and data privacy.

• Communication: Pitching digital marketing strategies in class exercises or presentations.

Using mock scenarios where students act as consultants to a small business can cement understanding and confidence.

Careers Links

The technology-marketing intersection is alive with career potential. Students can explore roles such as:

• Digital marketer

• SEO specialist

• Content creator

• CRM manager

• Marketing analyst

This unit supports Gatsby Benchmarks 4 and 5: linking curriculum to careers and encounters with employers. Try inviting guest speakers from marketing agencies or setting up virtual Q&As with alumni working in the field.

Teaching Notes

• Top tip: Use free tools like Google Trends or Canva’s ad templates to simulate marketing planning and visualisation in class.

• Common pitfalls: Students often confuse marketing technology with generic IT systems. Reinforce the purpose—supporting marketing goals.

• Stretch activities: Challenge higher-level learners to design a digital campaign plan for a chosen business, justifying their tech choices based on target market and objectives.

• Time-saving: Preload practical tasks into editable templates so students focus on thinking, not formatting.