Analyzing the Business Environment

Overview

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Learn to develop successful marketing strategies by analyzing the critical internal and external forces that shape consumer behavior. This course explores the key cultural, social, and political factors that influence purchasing decisions and examines the unique complexities of operating in global markets. By the end of this course, you will be able to evaluate these market dynamics to create strategic plans that effectively target consumers in any environment.

Syllabus

Analyzing the Business Environment

As in most areas of business, success in marketing is often the result of careful, strategic planning. For marketing, that means understanding the forces at play in the marketplace, and especially those that impact your specific markets and consumers. In order to appreciate those forces and how they translate to buyers, it is vital to learn all you can about the cultural, social, and political factors that influence businesses and individuals in each of the unique markets where a business operates. This course examines internal and external factors to consider, as well as the complexities associated with going global.