concerning the way a business interacts with other businesses, individuals, society, the environment, and governments. Business decisions and behaviours often involve ethical considerations • which may conflict with profit considerations and corporate culture Businesses undertake audits to determine corporate social responsibility • and develop codes of conduct. 8 Start Feasibility study: Business profile- what the business will do. Unit 2 The notion and importance of marketing • Nature of marketing Attributes of marketing • 9 Unit 2 The marketing planning process: • Nature of marketing use of the tool - SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) competitive analysis product life-cycle (establishment, growth, maturity, decline) establishing objectives (expansion, diversification, increasing market share, increasing size of existing market) Identifying target markets (demographic, geographical, psychographic and behavioural factors). Completion of a SWOT analysis. Implications of the SWOT analysis for business planning. 10 Market research methods Primary methods • Secondary methods. • Implications of market research for establishing the target market and • marketing mix. Feasibility study: marketing planning and market research. Apply marketing planning and research to student business feasibility studies 11 The marketing mix Competitive advantage through: • product promotion place.
concerning the way a business interacts with other businesses, individuals, society, the environment, and governments. • Business decisions and behaviours often involve ethical considerations which may conflict with profit considerations and corporate culture • Businesses undertake audits to determine corporate social responsibility and develop codes of conduct. 8 Start Feasibility study: Business profile- what the business will do. Unit 2 Nature of marketing • The notion and importance of marketing • Attributes of marketing 9 Unit 2 Nature of marketing • The marketing planning process: use of the tool - SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) competitive analysis product life-cycle (establishment, growth, maturity, decline) establishing objectives (expansion, diversification, increasing market share, increasing size of existing market) Identifying target markets (demographic, geographical, psychographic and behavioural factors). Completion of a SWOT analysis. Implications of the SWOT analysis for business planning. 10 Market research methods Feasibility study: marketing planning and market research. • Primary methods • Secondary methods. • Implications of market research for establishing the target market and marketing mix. Apply marketing planning and research to student business feasibility studies 11 The marketing mix • Competitive advantage through: product promotion place.
Scope-and-Sequence-Business-Studies-2018-1.docx