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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.

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  • Duration

    2 weeks
  • Weekly study

    5 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 1 of 5
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Explore how macro environmental factors influence strategic direction

How do you develop a winning business strategy, and how does the macro environment influence a company’s strategy formulation?

In this two-week course for business students and managers, you’ll explore the definition of business strategy and unlock the potential of the macro environment.

Discover the power of macroeconomics

You’ll have the opportunity 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 globalisation pros and cons

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

Perform your own PESTLE analysis

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.


  • 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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Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
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  • Make your career dreams a reality.

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

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 aims to equip you with the concepts, framework and techniques needed for better environmental scanning.

Who developed the course?

Coventry University

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

  • Established

  • Location


About this ExpertTrack

Discover the fundamentals of business strategy, business models and strategic management, and work on your decision-making skills.

Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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