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An Introduction to Macro Environmental Analysis and Business Strategy

Explore the fundamentals of business strategy and learn how the macro environment and macroeconomics affect strategy formulation.

An Introduction to Macro Environmental Analysis and Business Strategy
  • Duration2 weeks
  • Weekly study5 hours
  • 100% onlineLearn at your own paceHow it works
  • Included in an ExpertTrackCourse 1 of 5
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Understand how macro environmental factors influence business strategy

How do you develop a winning business strategy, and how does the macro environment influence a company’s strategy formulation? In this course you’ll have the opportunity to explore the definition of business strategy and will unlock the potential of the macro environment.

Discover the power of macroeconomics

You’ll have a chance to discuss the concept of strategy and globalisation and examine the macro environment in detail, using a series of in-depth case studies to help determine where a firm should position itself in a globalised environment.

Understand the benefits of globalisation

Globalisation is the great economic theme of the past 30 years. The course will look in-depth at the benefits and costs of globalisation for business, and what are the barriers to global business.

Learn to perform your own PESTLE analysis

The course will also allow you to explore the macro environment using the PESTLE framework. PESTLE (Political, Economic, Sociological, Technological, Legal and Environmental) is an important business-analysis tool that allows you to uncover the key factors influencing an organisation from the outside.

Syllabus

  • Week 1

    Contexts of strategy and decision making

    • Welcome to the course

      Strategy plays an important part in many areas of business, but is strategy alone enough to guarantee that an organisation will achieve its corporate goals?

    • Origin of strategy

      Explore the origin of strategy and examine how strategy helps companies gain competitive advantage.

    • Globalisation and its impact on strategy

      Learn about the benefits and drawbacks of globalisation and explore how globalisation might impact on a company's strategy

    • Summary of the week

      Reflect on the activities that you have done this week and find out what is coming up next.

  • Week 2

    Macro Analysis

    • Welcome to Week 2

      How does globalisation drive a firm’s strategic decision-making? We will cover the concept of macro analysis along with PEST frameworks and institutional analysis.

    • Introduction to the PEST model

      The PEST consists of the political, economics, social-cultural, and Technological aspects of environment

    • Understanding institutions

      Institutions are the ‘rules of the game’ and are the humanly devised constraints to guide human behaviour (North 1990).

    • Summary activities

      How can a firm gain competitive advantages in a highly attractive industry? Micro analysis helps us to identify the key success factors in the industry.

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What will you achieve?

By the end of the course, you‘ll be able to...

  • Demonstrate a good understanding of the concept of strategy
  • Explore the effects of globalisation on a firm’s strategy
  • Explain the concepts of a Macro environment

Who is the course for?

This ExpertTrack is designed for intermediate-level business managers and students to gain more knowledge about strategy and globalisation. This course will equip you with the concepts, framework and techniques needed for better environmental scanning.

Who developed the course?

Coventry University

Coventry secured gold in the UK Government’s 2017 Teaching Excellence Framework (TEF) and is University of the Year for Student Experience in The Times & The Sunday Times Good University Guide 2019.

  • Established1992
  • LocationCoventry

About this ExpertTrack

Gain a sound working knowledge of business strategy, decision-making, business models and the pros and cons of strategic choices.

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  • Experience the power of social learning, and get inspired by an international network of learners
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  • Complete 90% of course steps and all of the assessments to earn your certificate

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