Business Studies Theory by Topic - Marketing

Below is a list of business studies theory articles relating to the Marketing section of The Times 100. Choose your sub topic from the list of arrowed links below the Marketing heading to find all theoretical explanations.

Marketing revision theory

Learn about marketing from the experts

The Times 100 work with some of the world's largest and most successful companies to bring you real life marketing case studies to help you with your studies.

By working from real world marketing examples, you will get more from your business education than ever before and learn from true experts.

What is ‘marketing theory’?

This part of the curriculum covers both strategic approaches to finance (setting e.g. financial objectives) as well as more detailed tools for investigating and analysing financial data in the business. Key topics include:

  • Sources of finance - for start-ups and growing a business
  • Financial records and how to use them - e.g. balance sheets, profit and loss accounts,
  • Setting and monitoring budgets
  • Interpreting and analysing accounts - e.g. looking at ratio analysis, gearing- to understand the viability of the business
  • Managing revenues and costs - considering the importance of cash flow to the business
  • Investment appraisal tools - break-even, annual rate of return, discounted cash flow, net present value - and how each helps a business to decide if investment is justified and what outcomes it might deliver.

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Roles & responsibilities

OPITO logo This case study demonstrates how the right people with the right skills ensure that the sector can maximise the recovery of the remaining oil and gas reserves as well as remaining competitive and profitable.

Investment appraisal in action

Syngenta logo This case study looks at how in 2008 Syngenta proposed an investment in new manufacturing capacity that would allow it to increase production of Amistar. It reviews the analyses that helped the company decide whether to proceed with this investment.

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