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Updated: May 16, 2021

Syllabus Overview

This section includes the role of marketing, the distinctions between niche and mass markets and the techniques of market segmentation. The methods and importance of market research are covered. The central role of the marketing mix, i.e. the four Ps, is made clear. Marketing strategies to influence consumer decisions at home and in new foreign markets are the final topics in this section. 

Marketing, competition and the customer

What is the role of marketing?

What happens when market changes?

What is niche and mass marketing?

Why is market segmentation important?

Market research

Why is market research important?

How to read market research reports?

Marketing mix

What are the four marketing mix?





What is technology’s role in marketing?

Marketing strategy

How to develop and marketing strategy?

What is the impact of legal controls to marketing?

What are opportunities growing your market abroad?

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Syllabus Cambridge IGCSE™ Business Studies 0450 by CAIE

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