INTERNATIONAL UNIVERSITY OF EAST AFRICA
FACULTY OF BUSINESS AND MANAGEMENT
Mission Statement: LEARNING TO SUCCEED
COURSE OUTLINE AND LESSON PLAN
Type: Elective course (MARKETING)
Area of studies: Business Environment Analysis
Delivered by: Faculty of Business and Management.
When: 2ND year, 4 module
Mode of studies: Blended Learning
INSTRUCTOR: Mr. Joseph Okumu: MAOLM (UCU), BBA (Marketing)
2ND Class Upper (UCU) Adv. Dip. Theo (AFMIN).
Contact: 0772 479819, 0701 479819 (working hours only) from
8:00am to 6:00pm.
Email:
[email protected]PROGRAMME: Master’s programme.
COURSE NAME: Business Environment Analysis
COURSE CODE: MBA 712
Business Environment Analysis Syllabus in MBA
Note: This Syllabus is as per MBA Academic Session 2021-22 of International
University of East Africa (IUEA), New Scheme of Examination as per NCHE
Flexible Curricula. Business Environment Analysis is an important subject in
Marketing courses like MBA, B.com, M.com, Here we have shared all the
topics that are in the syllabus of Business Environment Analysis in Master of
Business Administration.
Learning Objectives:
The main objectives of the course are to: • Equip students with skills
needed to analyze the business environment and, by considering
organizations’ internal characteristics, plan strategically for organizational
success. • Expose students to information and analytical techniques relating
to the general management ‘big picture’, thereby providing a cross-
functional and strategic perspective. To Identifying business opportunities,
Quality products and services, To improve performance, To improve Sales
and Profit, It helps in decision-making.
Learning Outcomes:
1. To analyze various categories that are constituting the business
environment and apply various approaches that are helpful to manage both
the internal and external environment of the business.
2. To apply the various types of policies in the economic environment,
applying these policies change the structure of the economy and the
transition thereof from the past to the present scenario.
3.To apply various constitution provisions & how government play different
roles for the smooth functioning of an organization & evaluate the
importance of CSR in an economy
4. To develop the understanding of technological, demographic social, and
cultural factors that play an important part in an organization’s functioning
and to evaluate the recent trends in the environment of the firm.
5. To demonstrate the various policies of foreign institutions like the world
bank. Summarize the basics of foreign investments that are helpful for the
economy and interpret the terms that are related to trade and its regulation.
Course Content:
1. Vision, Mission. 2. Strategies, Objectives, Tactics. 3. The macro
environment: PESTLE analysis. 4. The industry environment: Five forces
model, market considerations, competitor analysis. 5. Internal analysis:
Competitive advantage, organizational performance. 6. Strategic analysis
and choice: Types of Strategies, SWOT matrix, BCG matrix, Grand Strategy
Matrix. 7. Strategy implementation. 8. Strategy review, evaluation and
control. 9. Business Ethics, Social Responsibility, Environmental
Sustainability. 10. Global/International Issues.
Why we study the Business Environment
Analysis?
Business Environment or market environment is the sum of all individuals,
entities, and other factors that have bearing on the business. It is divided
into two categories; Internal Environment, and External Environment.
Business Environment can be defined as a collection of all internal and
external factors such as employees, customers’ needs and expectations,
supply and demand, suppliers, government policies, technological and
market trends.
These factors are social, legal, economic, political, institutional that are
uncontrollable in nature and affect the functioning of an organization.
Unit 1 – Introduction
Concept, Vision and Mission
Significance and Nature of B. Environment.
Types of Environment,
Interaction between Internal and External environments,
Nature and Structure of Economy,
Techniques for Environment Analysis,
Approaches and Significance of Environment Forecasting.
Unit 2 – Economic Environment
Strategies, Objectives, Tactics
History of Economic Systems,
Market,
Planned and Mixed Economy,
Planning in Africa:
Emergence and Objective;
Planning Monetary Policy,
Fiscal Policy.
Union Budget as an instrument of growth and its Impact on Business,
Industrial Policy:
Meaning
Objective and
Recent Development in New Economics Policy (1991)
and its Impact on Business.
Unit 3 – Politico-Legal Environment
The macro environment: PESTLE analysis.
Relationship between Business and Government,
Economics,
Planning,
Regulatory,
Promotional and Entrepreneurial Roles of Government,
Constitutional Provisions affecting Business.
An overview of major laws affecting business,
Consumerism,
Social Responsibility of Business.
Unit 4
The industry environment: Five forces model, market considerations,
competitor analysis.
(a) Technological Environment:
Factors Influencing Technological Environment,
Role and Impact of Technology on Business.
Transfer of Technology – Channels, Methods, and Limitations.
(b) Demographic and Socio-Cultural Environment:
Population Size,
Falling Birth Rate,
Changing age structure and its impact on business,
Business and Society,
Business and Culture,
Culture and Organisational Behaviour.
Unit 5 – Foreign Investment and Trade Regulation
Internal analysis: Competitive advantage, organizational performance.
Foreign Direct Investment,
Foreign Institutional Investment,
WTO and Africa plus India:
An overview of global market regulations,
Regulation of Foreign Trade,
Disinvestment in Public Sector Units.
ASSESSMENT METHOD:
Total Credit: 4
Tests and Course works: 40%
Final Exams: 60%
Total Marks: 100%
REFFERENCES :
Recommended Textbooks / Readings: Title Author(s) Publisher Year ISBN Strategic
Management: A Competitive Advantage Approach, Concepts, 15th Ed. David, F.R.
Prentice-Hall 2016 978-0134153971 Strategic Management, planning for domestic
& global competition, 14th Ed. E-book Pearce J. McGraw Hill 2014 978-0077862510
Short Introduction to Strategic Management Torben J. A. Cambridge University Press
2013 978-1139381642 Business Environment by Francis Cherunilam
