Module 2: Assessing the Market Environment

Bringing market insight back to the organization is a core responsibility for marketers.  Regular analysis of the market environment will surface new potential marketing opportunities, from adjustments to promotional campaigns to entirely new product or service lines.

The learning activities in this chapter introduce mindsets, tools and processes for doing an effective assessment of your market environment.  There are three target results:

1. A map of the market environment as it exists, based on a systematic scan
2. Predictions for how the market might evolve (including how we might contribute to that evolvement)
3. Testable hypotheses that drive action by correlating internal strengths or weaknesses with external opportunities or threats.

Independent Learning Activities

• 2.1 Scanning your Market Environment: Frameworks and Concepts
• 2.2 Video Lecture: 10 Steps to Scanning the Market Environment
• 2.3 Video: SWOT Analysis
• 2.4 Video Lecture: How to Analyze Your Marketing Environment

Access these activities using the links above, or use the links in the footer to sequence through them