SHEB753 Marketing Environment


Marketing activities cannot be set up and carried out without making reference of the overall environment in which the company and, more generally, the organization operates. Many factors (demographic, cultural, economic, etc.) and many figures (competitors, suppliers, intermediaries, etc.) come into play to affect marketing policy strategies and results. Every marketing manager must therefore be fully aware of the marketing environment and be able to analyze it and relate to it in the most effective and profitable way.

The marketing environment course will enable you to fully understand how the micro- and macro- environments in which every organization operates may represent opportunities or threats for the business and how to most adequately relate to them. All components, players and forces of the micro- and macro- environments will be analyzed in detail and, through examples and concrete cases, the strategic options for reacting and adapting to environmental dynamics will be studied. Particular focus will be placed upon demographic, technological and cultural trends which can influence business development.

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Business Studies (Joint programme with The University of York)


Asst. prof. Rositsa Nakova, PhD

Course Description:


1) will know:

•the importance of strategic marketing decisions

•the principal factors that influence marketing strategy

2) will be able to:

•distinguish between strategic and tactical marketing decisions

•assess the problems of planning in marketing

•critically evaluate and apply some of the main tools that are available to marketing managers and strategists in successfully producing a marketing plan (through the real-life project)


Full-time Programmes

Types of Courses:

Language of teaching:


  1. Marketing Environment: External Influences on Marketing Strategy
  2. The relationship marketing activity and the economic structure. The factors that influence the location of an industry.
  3. How micro environmental forces engage with the marketing activity of an organization.
  4. The key relationships that exist between suppliers and their customers with respect to reliability of delivery,pricing, product development and marketing support.
  5. Customer versus Business Decision Making & Purchase Situations •Decision making process •Product choice–selecting among alternatives •Business to business decision making PESTER power
  6. Attitudes, Values & Belief: Social Factors in Marketing
  7. Technology's Impact on Marketing and Marketers
  8. Foreign and Domestic Business Competition: Definition and Regulations


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2.Kotler, P. 2000. Marketing Management, The Millennium Edition. Prentice-Hall International, Inc. London. ↵

3.Porter, M.E. 1980. Competitive Strategy, Techniques for Analyzing Industries and Competitors. The Free Press. New York, New York. ↵

4.Webster, F. E. Jr. 1991 Industrial Marketing Strategy. Third Edition. John Wiley & Sons, Inc. New York, New York. ↵

5.Zack, M.H. 1999. Developing a Knowledge Strategy. California Management Review. 41(3):125-145. ↵

6.Bassie, L.J. 1997. Harnessing the Power of Intellectual Capital. Training and Development. 51(12):25-30. ↵

7.Mayo, A. 1998. Memory Bankers. People Management. 4(2):34-8. ↵

8.Davenport, T.H. and L. Prusak. 1998. Working Knowledge, How Organizations Manage What They Know. Harvard Business School Press. Boston, Massachusetts. 198 pp. ↵

9.Zack, M.H. 1999. Developing a Knowledge Strategy. California Management Review. 41(3):125-145. ↵

10.Maddala & Miller 1989. Microeconomics, Theory and Applications. International Edition. 634 pp ↵

11.Jaakko Pöyry Consulting Oyj. 2000. World paper markets up to 2005. Jaakko Pöyry Consulting Oyj. Report Brochure. 5 pp ↵