HomeIB Business ManagementTopic 4.1

Introduction to marketing

Topic 4.1 covers the role of marketing in business, including market orientation vs product orientation, the marketing of goods and services, and market share analysis. Students understand why marketing is central to business success and how it connects to other functions.

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IB Business Management · Topic 4.1

Sub-topics in Topic 4.1

4.1.1Marketing, and market versus product orientation4.1.2Market share and market growth4.1.3Branding and brand awareness4.1.4Segmentation and targeting