Business trends in the marketing environment

  1. explore current business trends in the marketing environment and how trends and events at the micro and macro level can affect industry and the effectiveness of strategies that marketers employ; 2. investigate the complex relationship between market orientation, analysis of the external environment and creating value-delivering strategies; 3. have a comprehensive knowledge and understanding of the environmental forces faced by marketers that offer both opportunities and threats and that can have a significant impact on strategic and tactical decisions made; 4. critically analyse the environment forces and impacts and consider how managers and entrepreneurs can adopt and adapt strategies to meet new market challenges and opportunities.