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
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.
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.
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.