Module 1-Week 3: External Analysis

Learning Outcomes

  • Describe environmental scanning.
  • List five environmental forces: social, economic, technological, competitive, and regulatory forces.
  • Describe how social forces affect marketing. 
  • Describe how technological changes impact marketers and customers. 
  • Discuss different market structures based on the level of competition that exists in a market.
  • Identify the impact of small businesses as competitors.
  • Recognize incentives related to green marketing.


Week 3 is dedicated to uncontrollable factors that affect organizations. You already have been introduced to the controllable factors, also called 4Ps of marketing. Uncontrollable factors are the forces of the evolving market place. They are uncovered in the environmental scanning process. This week we will focus on five environmental forces including social, economic, technological, competitive, and regulatory. Identifying the trends created by these forces are critical to the survival and success of organizations.   

Related Readings  

It is recommended that you complete the accompanied readings from the course textbook that complements the lessons. The readings include content and additional examples that will allow you to achieve the indicated learning outcomes as indicated in your textbook for Chapter 3 and will cover the content for Week 3. You will be expected to achieve the learning outcomes LO1 and LO2, up to family structure (Lesson 1), LO3 (Lesson 2), and LO4 (Lessons 3) for this chapter.

Activities and Assignments