#BU-03-58 Macro Environmental Analysis and Business Strategy: An Introduction

  • Categories Business
  • Duration 11h
  • Total Enrolled 7
  • Last Update December 10, 2020

About Course

Coventry University


Understand how macro environmental factors influence business strategy

What is strategy, and how does the macro environment influence a firm’s strategy formation?

Through this course you will look at the definition of strategy, and explore the effects that macro environmental factors have on it.

You will 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.

What topics will you cover?

  • Definition of strategy
  • Benefits and costs of globalisation
  • Drivers of globalisation
  • Macro environment analysis using PESTL framework

Who will you learn with?

Da Teng

I am a senior lecturer in Strategic Management at Coventry Business School. I Hold a PhD degree from King’s College London. My research focuses on business strategy in emerging economies.


Dr Matthew Bennett

Returning to Coventry University after 28 years in the automotive industry is a great opportunity for me to apply some practical knowledge alongside some of the theoretical models.



Who developed the course?

Coventry University logo

Coventry secured gold in the UK Government’s 2017 Teaching Excellence Framework (TEF) and is University of the Year for Student Experience in The Times & The Sunday Times Good University Guide 2019.

What Will I Learn?

  • Demonstrate a good understanding of the concept of strategy
  • Explain the concepts of a Macro environment
  • Explore the effects of globalisation on a firm’s strategy

Topics for this course

7 Lessons11h

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?
Welcome to Environmental Scanning and Business Strategy: An Introduction00:02:45
What is strategy?

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

Student Feedback


Total 4 Ratings

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My favorite part of the course is the analysis of the benefits and costs of globalization, as well as the drivers of globalization, which are very good, and I would recommend this course.

Globalization is now in everything you do, discussing strategy and the concept of globalization, and studying the macro environment in detail, using a series of in-depth case studies to help determine how a company should position itself in a global environment. This is important, and the course is well worth learning.

This course begins with the definition of strategy and then leads us to discuss the influence of macro environmental factors on strategy. It was taught layer by layer, rhythmically and easily understood.

This course gives us a deep understanding of how macro environmental factors affect business strategy. Let me know what is strategy? How does macro environment affect the formation of corporate strategy? Not bad.


Material Includes

  • Official Certificate

Target Audience

  • This course is for anyone looking to learn about business strategy and globalisation. It will be useful for business managers and students of management looking to understand the concepts, framework and techniques needed for environmental scanning.