Environmental Trends and Strategic Marketing

Entry requirements

n/a

Months of entry

Anytime

Course content

Every organisation operates in a dynamic environment, comprising internal or microenvironmental forces. These can impact the organisation favourably by offering opportunities, or unfavourably by posing threats.

On this online microcredential, students can learn about tools such as PESTEL and SWOT analyses that companies use to scan and assess both the macro and microenvironments to identify environmental trends that may impact their marketing strategy. We also consider how strategic marketing and marketing planning supports the strategic objectives of an organisation, and how environmental trends and customer demands can shape organisational marketing strategies.

This course will also reflect on how senior managers assess the value of marketing information and intelligence when developing marketing strategies and plans.

Upon successful completion, students will receive a digital badge, certificate of completion, and five Master's credits.