An Introduction to Macro Environmental Analysis and Business Strategy

467 enrolled on this course

Explore the fundamentals of business strategy and learn how the macro environment and macroeconomics affect strategy formulation.

An Introduction to Macro


2 weeks

Weekly study

5 hours



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.


An Introduction to Macro Environmental Analysis and Business Strategy

467 enrolled on this course

2 weeks

5 hours per week

Digital certificate when eligible

Introductory level

FutureLearn Programmes

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to…

Who is the course for?

This course 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.

Who developed the course?

Coventry University

Coventry University’s dynamic, global and transformational reputation can be traced back to 1843 and the Coventry School of Design. A provider of world-class teaching and learning with a focus on research with impact, Coventry pushes the boundaries of what higher education can achieve regionally, nationally and across the world.

Through its links with leading-edge businesses and organisations in a variety of industries internationally, Coventry University’s students enjoy access to opportunities which ensure that their employment prospects and confidence are enhanced by the time they graduate.

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

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