BCS Written Marketing case studies

The BCS Written Examination in Marketing is an essay-based professional assessment for candidates who need to demonstrate applied marketing judgement rather than recall of definitions. It suits practitioners moving into marketing management, analysts broadening into commercial roles, and graduates building a credential alongside work experience. Because answers are constructed rather than selected, examiners reward structured argument, correct use of frameworks, and evidence-based recommendation - not memorised lists. The syllabus spans eight areas: marketing concepts and consumer behaviour; information, research and forecasting; segmentation, targeting and positioning; product and brand management including new product development; pricing; distribution and logistics; integrated marketing communication; and marketing planning, strategy and control. The BCS Written Marketing case studies are 5 cases and about 3,999 words.