Business studies in sixth forms: A new and effective liaison between schools and industry

The chief marketing executive rises to deliver his report to the Board on his activities over the last year. ‘Twelve months ago it had been agreed to go for a higher quality market, and that adjustments must be made to the advertising and sales budgets. The initial advertising budget of £10,000 was spread evenly over all four major sales areas, and salesmen were employed according to the demand forecast by our market research unit … We are pleased to record a 70 per cent increase in sales over the year with total sales cost per unit being reduced from £30 to £20’. He sounds impressive, he should go far. In fact, immediately, he is not likely to go further than the next classroom to resume study of an A‐Level subject, because his role of marketing man has been a part of a school general studies sixth form course about business.