Fundamentals of Marketing Strategy

The University of London builds strategy from an audit of the marketing environment. Macro and micro conditions lead into implementation. The sequence helps learners connect research about the organization and its surroundings with practical strategic decisions, making it a useful comparison with introductions centered on communication channels or promotional tactics.

What you will learn

• Explain the purpose of a marketing-environment audit.
• Compare macro and micro influences on an organization.
• Connect audit findings with strategic implementation.

Who this suits

Coursera labels the course mixed level. Detailed prerequisites are not specified; preview the business and marketing terminology.

Before you enroll

Use an explicit audience, objective and budget in practice. Separate a strategic hypothesis from evidence that a campaign worked, and compare channel results against the original objective.

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Put it into practice

Audit the environment of a fictional local business. Identify one external influence and one internal constraint that should change its marketing plan.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

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