What you’ll learn5 learning objectivesChoose one objective for a focused lesson, or study the complete topic.4.2.1Role of marketing planning• Analyse the role of marketing planning• Marketing planning aligns research, objectives, strategy, budget, and marketing mix decisionsSyllabus objective4.2.2STP and position maps• Apply segmentation, targeting, target market, positioning, and position maps• STP helps businesses choose customers and communicate differentiated valueSyllabus objective4.2.3Niche and mass markets• Distinguish niche market and mass market• Niche markets focus on narrow segments; mass markets target broad demandSyllabus objective4.2.4Unique selling point• Analyse importance of having a unique selling point or proposition (USP)• USP helps differentiate a product or business from competitorsSyllabus objective4.2.5Differentiation• Evaluate how organizations can differentiate themselves and their products from competitors• Differentiation may use branding, quality, design, service, innovation, price, or distributionSyllabus objective
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