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.
