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

Introduction

In the SQA Higher Business Management course, the Management of Marketing – Process strand sits at the heart of how students understand the customer journey and how businesses meet needs effectively. This section explores the steps involved in the marketing process—from initial market research through to evaluating outcomes. It’s a core part of the “Understanding Business” and “Management of Marketing” units, giving learners the knowledge and critical thinking tools they need to assess marketing practices in real-world settings.

Key Concepts

Students are expected to understand and apply the following:

• Market research: Gathering, analysing, and interpreting data to inform decisions. This includes primary and secondary research methods.

• Product development: Taking an idea from concept through design and launch, considering customer needs throughout.

• The marketing mix (7Ps): Product, Price, Place, Promotion, People, Process, and Physical Evidence, and how these interact.

• Customer journey/process: How a customer experiences a business, from first contact to post-sale service.

• Evaluation: Reviewing marketing strategies and measuring success against objectives, including KPIs like market share, sales growth, and customer retention.

These topics align with SQA outcomes around understanding how marketing decisions impact organisational success and how internal and external factors influence marketing strategies.

Real-World Relevance

Marketing today is more than glossy ads—it’s a structured process. A practical example is Greggs, which used customer feedback and trend data to pivot towards healthier options and vegan products, resulting in significant growth. Another is Netflix, which relies heavily on user data (a form of ongoing market research) to tailor its offerings and maintain competitive edge.

These examples help students see marketing as an adaptive process, shaped by feedback loops, not a one-time event.

How It’s Assessed

Assessment is typically through structured questions in the final exam and coursework that require:

• Descriptive knowledge (e.g. “Describe the stages of the marketing process.”)

• Application to business scenarios (e.g. “Explain how a business could use market research before launching a new product.”)

• Analysis and evaluation (e.g. “Evaluate the effectiveness of a promotional strategy in a given context.”)

Command words such as describe, explain, analyse, and evaluate are key. Students need to show they understand both the theoretical process and how it works in different business settings.

Enterprise Skills Integration

This topic naturally supports:

• Problem-solving: Identifying marketing gaps and proposing solutions.

• Decision-making: Interpreting data to choose the right mix of marketing tools.

• Evaluation and analysis: Reviewing what worked and what didn’t in a marketing plan.

• Communication: Presenting marketing ideas clearly and persuasively.

Encouraging students to role-play marketing managers or use simulation tools can make these skills come alive.

Careers Links

Understanding the marketing process links directly to careers in:

• Marketing and advertising

• Market research analysis

• Brand management

• Product development

• Sales and retail strategy

It supports Gatsby Benchmark 4 (Linking curriculum learning to careers) and Benchmark 5 (Encounters with employers and employees) if enhanced with guest speakers or case studies from local businesses.

Teaching Notes

• Tip: Use real adverts or product launches as case studies—students engage more when they recognise the brand.

• Pitfall: Students often confuse promotion with the whole of marketing. Emphasise the difference early on.

• Activity: Run a mock product launch where students take on roles across the marketing process, from research to evaluation.

• Extension: Link this topic to digital marketing trends or sustainability in marketing for more advanced discussion.