Marketing planning, branding and (HL) sales forecasting and international marketing

Learning objectives

Explain the components of a marketing plan and analyse the difference between a unique selling point and a brand

Discuss the importance of brand awareness, brand development and brand loyalty, and explain how these build brand value

Evaluate the ethical considerations of marketing, including truthful advertising, the targeting of vulnerable groups and the environmental cost of packaging

(HL) Evaluate the benefits and limitations of sales forecasting, including extrapolation from a line of best fit and the distortion caused by seasonal, cyclical and random variation

(HL) Evaluate the opportunities and threats of entering an international market, including cultural difference, exchange rate risk and the choice between standardising and adapting the mix

(HL) Analyse how operating across borders, including selling online, changes each element of the marketing mix