BTEC Marketing Past Papers & Mark Schemes

BTEC Marketing develops students' understanding of how organisations identify, satisfy, and retain customers through strategic marketing planning, evidence-based market research, and deployment across digital and traditional channels. Unit 1 — Principles of Marketing introduces the foundational concepts: the marketing mix (7Ps: product, price, place, promotion, people, process, physical evidence), market segmentation (demographic, geographic, psychographic, behavioural), targeting and positioning, the product lifecycle, branding, and how marketing strategies vary across B2C, B2B, and not-for-profit contexts. Unit 3 — Market Research covers the systematic process of gathering and interpreting information to support marketing decisions. Students study primary and secondary research methods, qualitative versus quantitative approaches, sampling techniques, questionnaire design, focus group facilitation, and data analysis including interpretation of market share data, consumer panels, and omnibus surveys. Unit 5 — Digital Marketing examines the evolving landscape of online marketing: search engine optimisation (SEO) and pay-per-click (PPC) advertising, social media marketing, content marketing, email automation, affiliate marketing, and the use of data analytics (Google Analytics, CRM systems) to measure campaign performance and optimise return on investment. The 62 resources include question papers and mark schemes.