About Course
This Business course (Level 1 & Level 2) introduces learners to the core concepts of business. It explores the different types of business ownership, the purpose of businesses, how they measure success, and the use of market research and the marketing mix (the 4Ps). Through independent learning, learners will engage with a range of digital resources and activities on the LMS platform to build their understanding and complete assessment tasks.
What Will You Learn?
- Understand various types of business ownership and their impact on operations.
- Learn the importance of market research and how to conduct primary and secondary research.
- Master the 4Ps of marketing: Product, Price, Place, and Promotion.
- Gain insights into the development and evaluation of a business’s marketing mix.
- Explore how to use KPIs to measure business success and performance.
- Apply concepts learned to real-world case studies and examples.
Course Content
What is a Business?
A business is an organisation or entity that provides goods or services to meet the needs and wants of customers. Its primary purpose is to generate profit, though some businesses may focus on social or charitable goals. Businesses operate in various forms, such as sole proprietorships, partnerships, corporations, and not-for-profit organisations. They play a crucial role in the economy by creating jobs, driving innovation, contributing to economic growth, and meeting consumer demands.
Definition of a Business
The role of businesses in the economy
The Definition and Role of Businesses in the Economy
Types of Business Ownership
Summary: Types of Business Ownership
Business ownership refers to the legal structure under which a business operates. Key types include:Sole Trader: One person owns and runs the business, bearing unlimited liability for debts.
Partnership: Two or more individuals share ownership and responsibility, with joint liability.
Limited Liability Partnership (LLP): Combines partnership flexibility with limited liability for partners.
Private Limited Company (Ltd): A separate legal entity owned by shareholders, with limited liability and restricted share trading.
Public Limited Company (PLC): A company whose shares are publicly traded, offering limited liability to shareholders.
Social Enterprise: A business focused on social or environmental goals, reinvesting profits for its mission.
Each structure offers different benefits and risks, depending on the business's size, goals, and resources.
Private Sector: Sole Traders, Partnerships, Limited Companies (Ltd), Public Limited Companies (PLC)
Not-for-profit: Charities, Social enterprises, Community Interest Companies (CICs), Voluntary organizations
Understanding Business Ownership: Test Your Knowledge
Forum discussion: Real-life examples of different ownership types
Liability and Business Size
Liability refers to the financial responsibility of a business owner for its debts. In limited liability, owners are only liable for the amount they invest, protecting personal assets. In unlimited liability, owners are fully responsible for all business debts, potentially risking personal possessions.Business size classifications include:Micro businesses (fewer than 10 employees)
Small businesses (10–49 employees)
Medium businesses (50–249 employees)
Large businesses (250+ employees).
Each size and liability type impacts the structure, risks, and operational strategies of a business.
Limited vs Unlimited Liability
Business size classifications: Micro, Small, Medium, Large
Micro Businesses
Small Businesses
Medium Businesses
Large Businesses
Interactive chart activity: Classify different businesses based on ownership and size
00:00Quiz on Ownership Types and Liability
Understanding the Purpose of Business
Understanding the Purpose of Business focuses on the fundamental objectives businesses aim to achieve, such as survival, profitability, and growth. It explores the different goals of private, public, and not-for-profit sectors, and introduces the concept of setting SMART objectives to help businesses meet their aims and stay competitive.
Business aims and objectives: Survival, Profitability, Growth
Survival as a Business Aim
Profitability as a Business Aim
Growth as a Business Aim
Private, Public, and Not-for-Profit Business Purposes
Case studies of different businesses and their goals
Setting SMART Objectives
Setting SMART Objectives is a strategic approach to goal-setting that ensures clarity and focus. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. This framework helps businesses set clear and actionable objectives, making it easier to track progress and achieve desired outcomes. By adhering to these criteria, businesses can improve performance, increase efficiency, and align their goals with overall business strategies.
Introduction to SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound)
Activity: Create SMART objectives for a fictional business
Peer Feedback Session on Digital Skills – Facebook Forum (Optional)
Key Performance Indicators (KPIs)
Key Performance Indicators (KPIs) are measurable values that businesses use to assess their performance and progress towards achieving their goals. KPIs can be financial, such as sales revenue and profit margins, or non-financial, such as customer satisfaction and employee engagement. They help businesses track their success and identify areas for improvement.
Financial KPIs: Sales revenue, profit, cost of production
Non-financial KPIs: Customer satisfaction, corporate image
Using online resources to research real KPIs used by businesses
Evaluating Business Success
Evaluating business success involves assessing various performance indicators to determine how well a business is achieving its goals. This includes both financial metrics, such as profit and sales revenue, and non-financial factors, such as customer satisfaction and market reputation. Regular evaluation helps businesses identify strengths, weaknesses, and areas for improvement, enabling informed decision-making and strategic planning for future growth. Key tools for evaluation include Key Performance Indicators (KPIs) and regular reviews of operational, financial, and market data.
How businesses measure success through financial and non-financial metrics
Case study analysis: Reviewing KPIs of a local business
Reading materials on financial and non-financial KPIs
00:00Identifying KPIs for Different Businesses
LMS Discussion Forum: Sharing Examples of Successful Businesses and Their KPIs
Purpose of Market Research
Market research is essential for understanding customer needs, identifying market trends, and evaluating competition. It helps businesses make informed decisions about product development, pricing, and marketing strategies. By gathering and analysing data, market research reduces risks, uncovers growth opportunities, and ensures a business stays competitive in a dynamic market environment.
Why market research is essential for reducing risk and understanding the market
Identifying target markets: Customers’ needs, buying behaviours, and competitor analysis
Primary and Secondary Research Methods
Primary and secondary research methods help businesses gather valuable information. Primary research involves collecting original data directly from sources, such as through surveys, interviews, or focus groups, providing tailored insights. Secondary research uses existing data from sources like reports, articles, or industry studies, offering cost-effective, broad information. Combining these methods helps businesses make informed decisions, understand market trends, and target customers effectively.
Primary research: Surveys, interviews, focus groups, questionnaires
Create a Questionnaire and Submit in IIFAL Digital Skills Forum
Secondary research: Existing data sources (e.g., industry reports, government publications)
Activity: Design a primary research questionnaire for a product or service
Understanding the 4Ps of Marketing
The 4Ps of Marketing—Product, Price, Place, and Promotion—form the core strategy used by businesses to meet customer needs and drive success. Product refers to what a business offers, addressing customer demands. Price involves setting a value that reflects quality and market competition. Place determines how the product reaches customers, through various distribution channels. Promotion encompasses advertising, public relations, and sales tactics to create awareness and drive sales. By effectively managing these elements, businesses can build strong market positions, attract customers, and achieve long-term growth, ensuring their offerings are competitive and well-received.
Product, Price, Place, and Promotion
How businesses use the 4Ps to meet customer needs and create competitive strategies
Video case study of a business implementing the 4Ps
Exploring the Marketing Mix
The marketing mix, often referred to as the 4Ps, is a fundamental concept in marketing that businesses use to create effective strategies. It consists of four key elements: Product, Price, Place, and Promotion. These elements work together to meet customer needs and drive business success.Product: This refers to the goods or services a business offers to customers. It includes not only the physical product but also the features, design, and quality. Businesses must ensure their product addresses a specific need or want in the market.Price: Pricing strategies are essential to reflect the value of the product and appeal to the target market. The price should align with the market demand, competition, and the perceived value of the product, while also ensuring profitability.Place: This involves the distribution channels a business uses to deliver the product to customers. The right distribution method ensures that the product is available at the right time and place, whether through physical stores, online platforms, or other channels.Promotion: Promotion refers to the activities that communicate the product's value and persuade customers to purchase it. This includes advertising, public relations, sales promotions, and social media engagement.By carefully balancing the 4Ps, businesses can create competitive strategies, cater to customer needs, and enhance their market position.
How businesses adapt the 4Ps for different markets and customer segments
Case study review of a real business (e.g., Apple or Coca-Cola)
Interactive Learning Activity: Building a Marketing Mix for a New Product
Online Group Discussion: How Can Businesses Adjust the 4Ps for Different Markets?
Assessment task: Review a business’s marketing mix and propose improvements
Review and Recap
In this section, we explored the key principles of the marketing mix—Product, Price, Place, and Promotion—and how they are essential for businesses in meeting customer needs and achieving their goals. We discussed the importance of understanding target markets, adapting strategies for different customer segments, and creating competitive advantages. Learners reviewed real-world case studies of businesses like Apple and Coca-Cola to understand the practical application of the 4Ps. Interactive activities helped reinforce these concepts, and learners were encouraged to reflect on how they can apply these strategies in their own business contexts.
Recap all key learning points through LMS quizzes and summary videos
00:00Forum discussions: Reflect on learning.
Final Assessment Overview
Final Quiz
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