An Introduction to Macro Environmental Analysis and Business Strategy

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.

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.

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.

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.