COURSE OVERVIEW:

Welcome to the Identify & Assess Marketing Opportunities course. This program will equip you with the analytical, strategic, and evaluative capabilities required to recognise, investigate, and assess marketing opportunities within dynamic business environments. You will explore how internal information, external forces, market behaviour, financial criteria, and organisational strategy all influence marketing decisions, and you will learn how to determine which opportunities offer the strongest fit, feasibility, and long-term value for your organisation.

This course begins by examining what is meant by marketing opportunities and how organisations can identify them through formal and informal methods. You will explore how to collect information from internal systems, such as sales data, customer records, operational feedback, and performance analytics, followed by an analysis of the external microenvironment to identify consumer trends, competitor activity, and changing customer needs. This section also explains how to scan economic and business environments and explores the external forces that directly influence marketing, including technology, regulation, competition, and demographic patterns. You will also examine how the external macro environment shapes managerial marketing decisions and why marketers must monitor the environment systematically to anticipate changes, manage risk, and recognise emerging areas for growth.

The next learning area focuses on understanding markets and demand. You will explore the marketing mix and how economic conditions, inflation, interest rates, employment levels, and competitive pressures affect marketing choices and resource allocation. This section explains how markets are defined, distinguishes between consumer and business markets, and explores how to measure current and future demand. You will examine the most common sales forecasting techniques, methods for measuring the total market, and how strategies, opportunities, and marketing objectives align with corporate direction. This section also introduces the Ansoff matrix as a tool for identifying growth pathways and explores the purpose and process of competitor analysis, including how to design a competitor intelligence or information system that ensures decision-makers have accurate, timely insights.

You will then examine how domestic and international environments influence opportunity evaluation. This section explains how to investigate and evaluate marketing opportunities using structured assessment models, and how to determine whether proposed opportunities align with organisational capabilities, culture, resources, and long-term strategy. You will explore the key objectives within a corporate strategy and how to set objectives for new business directions in a way that supports strategic alignment. This section also covers the principles and methods used to assess and evaluate marketing opportunities, including cost considerations and financial evaluation tools such as cost–volume–profit (CVP) analysis, net present value (NPV), internal rate of return (IRR), and project selection when rankings conflict. You will also explore how to apply ranking methods to compare competing opportunities.

The final learning area focuses on implementation planning and organisational readiness. You will examine how to determine the changes required to current operations to support new marketing initiatives, the components of a business and implementation plan, and how to maintain service quality during periods of operational adjustment. This section also explores the resource requirements associated with new opportunities, how to document marketing opportunities clearly and professionally, what is included in a project plan, and what must be included in a successful marketing plan to support execution and performance monitoring.

By the end of this course you will be able to identify and analyse marketing opportunities, interpret internal and external information, use strategic and financial evaluation tools, assess organisational fit, develop supporting plans, and document opportunities clearly so that informed decisions can be made and new initiatives can be implemented effectively and sustainably.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

• What is meant by marketing opportunities?
• How to identify marketing opportunities?
• How to collect information from internal systems?
• The analysis of external microenvironment
• How to scan the economic and business environments?
• The external forces that has direct involvement with marketing
• The external macro environment and managerial marketing decisions
• How should marketers monitor the environment?
• The marketing mix
• How economic conditions, inflation, interest rates, employment levels and competitive environments affect marketing decisions?
• How to define the markets?
• The consumer and business markets
• How to measure current and future demands?
• The common sales forecasting techniques
• How to measure the market?
• The strategies, opportunities and marketing objectives
• The Ansoff matrix
• The competitor analysis
• How to design a competitor intelligence/information system?
• The domestic and international environment
• How to investigate and evaluate marketing opportunities?
• The organisational fit of new marketing opportunities
• The key objectives within a corporate strategy
• How to set objectives for new business directions?
• How to assess and evaluate marketing opportunities?
• The cost factors
• The CVP analysis
• The net present value (NPV)
• The internal rate of return (IRR)
• The project selection when ranks conflict
• How to use the ranking method?
• How to determine the changes necessary to current operations?
• The business and implementation plans
• How to maintain service quality despite change?
• The new resource requirements for new operations
• How to document new marketing opportunities?
• What is included in the project plan?
• What is included in a successful marketing plan?

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.