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unit 4

Unit 4: Marketing – The Art and Science of Business Strategy

Marketing might be one of the most exciting, dynamic, and ever-changing aspects of business, but Unit 4: Marketingin IB Business Management is often overlooked. It’s easy to assume that marketing is all about flashy advertisements, but it’s so much more—it’s about understanding customer behavior, positioning, branding, and strategic decision-making. And trust us, when you dive into this unit, you’ll see why Marketing is essential to a business’s success. In fact, it’s so rich with real-world examples and modern trends that it’s often a favorite for IB Business Management Internal Assessments (IAs)!

What’s Covered in Unit 4?

Unit 4 will take you deep into the world of marketing theory and practice. You’ll explore market research, market segmentation, branding, promotion, and more. Let’s break it down:

4.1 Market Research and Segmentation

Market research is where everything begins. Understanding your target audience is the foundation of any marketing strategy. In this sub-unit, you’ll learn about the different types of market research—primary and secondary—and why they are critical for identifying customer needs. Think of Nike and its powerful market research strategies to identify and target different segments of athletes and fitness enthusiasts. It’s why they can market such diverse products, from running shoes to smartwatches.

Then, you’ll dive into market segmentation—dividing a broad consumer or business market into subgroups of consumers based on shared characteristics. Companies like Apple excel in segmentation, targeting various market segments based on income, lifestyle, and product preferences. By using data, they manage to sell premium iPhones to tech-savvy professionals and budget iPhones to students. This makes marketing strategy both an art and a science.

4.2 The Marketing Mix: Product, Price, Place, and Promotion

Next, you’ll learn about the 4 Ps of Marketing: Product, Price, Place, and Promotion. Understanding how these four elements work together to meet customer demands is key to driving business success. Jaguar, for example, recently revamped its branding and product positioning to appeal to younger, more environmentally conscious buyers. The promotion of its electric vehicles combined with sleek branding reflects how businesses adapt their marketing mix to changing customer perceptions.

4.3 Branding and Positioning

Branding is much more than a logo or tagline—it’s the essence of a company’s identity and how it communicates its values to consumers. Just look at Jellycat’s creative marketing in Shanghai. Instead of traditional advertising, they went for a pop-up store experience, which not only boosted brand visibility but also created an interactive environment where consumers could engage with their beloved soft toys in a new way. This alternative marketing strategy has become a key trend, as brands seek more engaging ways to build lasting relationships with their customers.

In this section, you’ll learn how to position a product or brand within the market. Coca-Cola, for instance, has positioned itself as more than just a beverage—it’s about happiness, togetherness, and shared moments. This emotional connection is part of why Coca-Cola remains one of the most successful brands globally.

4.4 Promotion Strategies

Now, let’s get into the promotion strategies. How do businesses get the word out about their products? We’re not just talking TV ads here; modern businesses are using social media, influencer marketing, and viral campaigns to push their products into the spotlight. Jellycat’s pop-up store in Shanghai, for example, used Instagram influencers and interactive experiences to create buzz. Similarly, Tesla uses minimal traditional advertising but relies heavily on word-of-mouth marketing and its CEO, Elon Musk, to drive attention to new product launches.

4.5 Marketing in a Digital World

Digital marketing is an increasingly vital aspect of modern business. Whether it’s social media marketing, email campaigns, or content creation, businesses today are going digital to stay relevant. Just look at TikTok—a platform that companies like Chipotle have capitalized on for promotions. Their use of viral, interactive campaigns to promote their brand has reached millions of users and encouraged direct engagement, turning marketing into an experience rather than a transaction.

Marketing in the Real World: Case Studies and Current Trends

Now, let’s talk about real-world marketing issues that are both fascinating and perfect for your IA. Take Nike’s controversial ad campaign featuring Colin Kaepernick, a figure at the center of social and political debate. Despite initial backlash, the campaign ultimately boosted sales, showing how marketing can take bold risks to position a brand in alignment with social causes. This would make an excellent Marketing Case Study for IB BM.

Another case? Facebook’s ever-evolving approach to privacy and consumer data has ignited global discussions about ethical marketing and consumer rights. Should companies be more transparent? The answer will likely shape the future of digital marketing for years to come.

Why Marketing Makes a Great IA Topic

Unit 4: Marketing is perfect for your Internal Assessment (IA). Whether you want to dive into brand positioninglike Tesla, explore segmentation strategies of Nike, or analyze how businesses use alternative marketing strategies, there’s no shortage of case studies that tie theory to practice. And with the vast amount of marketing trends happening in the real world, your IA will be both interesting and relevant.

Get the Resources You Need!

On this page, you’ll find all the IB Business Management marketing resources you need to succeed in Unit 4. Whether you’re preparing for exams or working on your IA, our Marketing Case Studies, exam prep materials, and study guides are designed to help you understand and master the key concepts of this exciting unit.