Topic 2 - Marketing Environment
Section outline
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Unit Objectives
- Understand the Marketing Planning Process
- Know the elements of the Marketing Audit
- Comprehend environmental analysis, in particular how it affects marketing strategy
- Appreciate structured and methodological approaches by utilizing Tools such as PEST and Five Forces for the environmental analysis
- Be able to conduct a SWOT analysis
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Students mustMark as done
Statista is one of the licence-based databases which the university offers to their students. The platform provides statistics and survey results. According to the Statista, more than 1,000,000 statistics on more than 80,000 topics from more than 22,500 sources and 170 different industries. Many companies use the platform as well as a source of information (but not exclusively!) for the environmental analysis.
If you are not on campus you need to activate your VPN to access.
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