This module aims to provide students with a comprehensive framework for understanding the external factors which affect businesses across all sectors. This will provide the student with a solid foundation for making well-informed predictions about the likely future state of the global business environment.
The Macroeconomic Environment
Political, Economic, Social, Demographic, Technological, Ecological and Legal environments in developed and emerging markets.
The Micro Environment
Customers, Suppliers, Competitors, Employees, Unions and Distributors / Intermediaries. The use of analytical tools such as Michael Porter’s Competitive Forces: Existing Competition, Threat of New Competition, Substitute Products, Bargaining Power of Buyers and Bargaining Power of Suppliers and Lobbying Groups.
Structure of Business
Enterprise Policy in Ireland. Role of State Agencies. The Number, Size and Sector breakdown of firms.
Process of Environmental Analysis
Environmental Knowledge. Market Intelligence. SWOT Analysis. Trend Extrapolation. Scenario Building. Risk Assessment.
|Module Content & Assessment