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Coventry University

An Introduction to Macro Environmental Analysis and Business Strategy

Coventry University via FutureLearn


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.

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.


  • Contexts of strategy and decision making
    • Welcome to the course
    • Origin of strategy
    • Globalisation and its impact on strategy
    • Summary of the week
  • Macro Analysis
    • Welcome to Week 2
    • Introduction to the PEST model
    • Understanding institutions
    • Summary activities

Taught by

ali ehsan


5 rating at FutureLearn based on 1 rating

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