Lesson 1 of 4 · 60 min

Lesson 1: Online Marketplace Analysis Foundations

Analyse the online marketplace by distinguishing micro- and macro-environment factors, applying situational analysis concepts such as SOSTAC and E-SWOT, and identifying customer behaviour, journeys, competitors, suppliers, and PEST forces relevant to digital marketing planning.

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Lesson explanation

This lesson uses BUSM099 Lecture 2: Online Marketplace Analysis and the BUSM099 Digital Marketing Weeks 1–6 Revision to establish the evidence base for digital marketing planning.Situational analysisReview the organisation's internal resources and processes al...

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