Assessing the Marketing Environment
Unit summary
The aim of this unit is to provide an understanding of the nature and scope of the internal and external marketing environment with broad consideration of the impact of international and global marketing.
The unit seeks to provide an overview of the significance of the marketing environment within the confines of the PESTEL model, but with consideration of issues including environmental and economic sustainability.
The unit addresses the key characteristics of the marketing environment and assesses the impact of market forces that are uncontrollable and how an organisation responds to them. At the same time, some consideration is given in terms of how the factors within the micro and macro environment can be manipulated to the benefit of the organisation and its customers.
On completion, students should be able to demonstrate a detailed understanding of the internal, micro and macro environment. This should include consideration of the key controllable and uncontrollable drivers of change, and the challenges posed to market oriented organisations in today's volatile and dynamic business and marketing environment.
Unit details
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15 Business, Administration and Law
Task-based controlled assessment