Module Overview

Business Environment

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.

Module Code

BUSS H1006

ECTS Credits


*Curricular information is subject to change

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
Assessment Breakdown %
Formal Examination70
Other Assessment(s)30