Environmental Trends and Strategic Marketing

Key Information

Programme Type



6-week Online Delivery


5 Master's Credits



Next Start Date

15 January 2024

Course Overview

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.

Please note that applications for this course will close on Friday 5 January 2024.

Why Choose Lincoln

Flexible, online delivery

Completed over 6 weeks

5 Master's-level credits

Developed by experts at Lincoln International Business School

Explore and identify environmental trends that may impact marketing strategies

A group of students working together on a project

How You Study

Students will work in a virtual learning environment, engaging with independent study materials such as videos and reading content, and have opportunities to test their understanding.

Upon completion of the course, students are expected to be able to assess and evaluate the impact of environmental trends and customer demands on an organisation's marketing strategy, critically evaluate how strategic marketing and market planning can support the strategic objectives of an organisation, and assess the value of marketing information and intelligence in developing marketing strategies and plans.

The main topics covered in the course include:

- Examining macro and microenvironmental forces
- Evaluating the impact of environmental trends
- Assessing the value of marketing information and intelligence
- Marketing intelligence systems and market scanning
- Developing marketing strategies and plans.

How you are assessed

The types of assessment used will range from written assignments, reports, and reflective journals, which provide an opportunity to demonstrate learning. Specific guidance will be provided by the teaching team. All assessments will be subject to specific referencing and citation requirements, and University regulations relating to assessment, submission, and resits.

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

Explore Flexible Learning

From short courses and microcredentials, to professional development modules and fully online Master’s degrees, we offer a range of flexible programmes to suit your individual needs. Our suite of programmes uses a variety of delivery methods, including online-only, face-to-face, blended, and distance-learning approaches.

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Combining Courses

Students who successfully complete three microcredential programmes from the same subject category may use this as Accreditation of Prior Learning against a module on our MBA Leadership programme. For more information, please contact us.

Course List
Course Category Title


What is Strategy?


Strategic Analysis


Strategic Change



Course Category Title

Accounting and Finance

Accounting Concepts

Accounting and Finance

Investment Appraisal and Financial Decision-making

Accounting and Finance

Assessing Financial Health


Course Category Title

Leadership and Management

Managing Self and Others

Leadership and Management

Culture and High Performing Teams

Leadership and Management

Ethical Leadership and the Decision-Making Process


Bespoke Microcredentials for Businesses

If your organisation is interested in bespoke microcredentials for a group of employees, please contact our team at mc-admin@lincoln.ac.uk.