Assessing the Marketing Environment
The aim of this unit is to provide an understanding on 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 should be given in terms of how the factors within the micro and internal 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 environments.
- Explain the nature and scope of the internal marketing environment, including the resource perspective
- Distinguish between the types of organisation within the public, private and voluntary sectors and understand the different influences and challenges they face and how their objectives differ as a result
- Identify and explain the different characteristics of the micro environment and recognise the sources of information required to gain a good understanding of it together with its drivers and challenges
- Assess the importance of and potential impact on a market oriented organisation of key trends in political, economic, social, technological and legal/ethical/regulatory environments
- Consider the implications for organisations pursuing both economic and environmental sustainability as part of its agenda for CSR
