Below is a list of business studies theory articles relating to the Marketing section of Business Case Studies. Choose your sub topic from the list of arrowed links below the Marketing heading to find all theoretical explanations.
This page aims to help you understand the theory of opportunities and constraints in the business environment at GCSE and A-Level.
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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
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
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.