Product differentiation and unique selling point (USP)

Product portfolio analysis

Product life cycle and extension strategies

Boston Matrix analysis and its uses

Impact of product portfolio analysis on marketing decisions

Promotion methods

Objectives and usefulness of different promotion methods: advertising, sales promotion, direct promotion, digital promotion, packaging role, branding role

Human Resource Management (HRM) Purpose and roles of HRM

Role of HRM in meeting organizational objectives

Recruitment and selection

Recruitment process: job descriptions and person specifications, recruitment methods (job advertisements, employment agencies, online recruitment)

Internal and external recruitment