InnoSocial Course - Module 3 - Tools for designing a social enterprise - Unit 3.1 Macro and Micro Marketing Environment

Sep 11, 2026

The presentation in InnoSocial Course Module 3 explains practical tools for designing a social enterprise, focusing on Unit 3.1 “Macro and Micro Marketing Environment.” It distinguishes macroenvironment external societal forces (demographic, economic, technological, political/legal, cultural) from microenvironment factors linked to customer value and operations. Key frameworks include PESTLE for macro analysis and a six-element micro-marketing environment approach covering suppliers, distributors/resellers, partners, customers, and competitors. The material is organized around definitions, templates, teaching/learning activities, and learning outcomes to support opportunity assessment and evidence-informed decisions.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages32

Reading Time11 min

AccessFree to download

Unit 3.1 Macro and Micro Marketing Environment

Marketing environment

Macro marketing environment - Tool: PESTLE (template 1)

Micro marketing environment - Tool: Analysis of 6 micro-marketing elements (template 2)

Social Business Model (Unit 3.3)

Case study and learning outcomes

Mainstreaming Inclusive Innovation and Social Entrepreneurship in Higher Education 2022-1-PL01-KA220-HED-000089820 InnoSocial Course in Inclusive Innovation and Social Entrepreneurship Module 3. Tools for designing a social enterprise Co-funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or Fundacja Rozwoju Systemu Edukacji. Neither the European Union nor the granting authority can be held responsible for them. Project Consortium Content of presentation | UNIT | | | | --- | --- | --- | | | 3.1 | Macro and Micro Marketing Environment | | | | | Social Business Model | UNIT | | | | --- | --- | --- | | | 3.3 | Assessment of Opportunities and Risks | | | | | Case study UNIT 3.4 Key Symbols Definition/ theoretical background Tips Additional resources/ further reading Teaching/learning activities Video Case studies/good practices Learning outcomes | Module III | | | | --- | --- | --- | | Units/Topics 1-4: | | | | KNOWLEDGE | SKILLS | ATTITUDES | | The trainee will be able to:
• know how to use tools like PESTLE and others for macro and micro marketing environment analysis;
• understand how to design own Social Business Model;
• understand the process of identifying, evaluating and controlling risks within a social enterprise creation;
• know how to Use tools like SWOT analysis. | The trainee will be able to:
• evaluate the factors affecting the success of social enterprise;
• use the business model Canvas;
• complete the task individually and to work collaboratively;
• create insights and synthesize information;
• develop and present arguments of identified opportunities and benefits of social business;
• make evidence-informed decisions about risk management. | The trainee will be able to:
• be inspired to take responsibility for addressing social and environmental challenges;
• deeper understand and feel empathy towards the socially affected people;
• develop problem-solving mindset;
• educate greater sense of responsibility and motivation. | Unit 3.1 Macro and Micro Marketing Environment Co-funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or Fundacja Rozwoju Systemu Edukacji. Neither the European Union nor the granting authority can be held responsible for them. Marketing environment The marketing environment is the combination of the microenvironment (internal) and macro environment (external) factors. The macroenvironment refers to the broader societal forces that impact a company's ability to operate and succeed in the market. These factors are generally beyond the company's control and can include demographic, economic, technological, political, legal, and cultural forces. The microenvironment -factors directly related to a company's ability to serve its customers. These factors are often internal to the company or closely related to the company's operations and include customers, suppliers, competitors, intermediaries, and the public. (Kotler & Armstrong, 2017) . Macro Marketing Enviroment Tool: PESTLE (template 1) The purpose of PESTLE is to give a clear idea about the business environment and help to planthe business by answering the questions: • Political Factors. What is the country’s political situation, and how can it affect the industry? • Economic Factors. What are the prevalent economic factors? • Social Factors. How important is culture in the market, and what are its determinants? • Technological Factors. What technological innovations are likely to pop up and affect the market structure? • Legal Factors. Are there any current legislations regulating the industry, or can there be any change in the industry? • Environmental Factors. What are the environmental concerns for

FAQs

What is the difference between the macro and micro marketing environments?

The macroenvironment refers to external societal forces beyond a company’s direct control, while the microenvironment includes internal or closely related factors that affect how the company serves customers.

How does PESTLE support macro marketing environment analysis?

PESTLE provides a structured way to examine political, economic, social, technological, legal, and environmental factors to clarify the business environment and guide planning.

Which elements are analyzed in the micro-marketing environment tool?

The tool covers suppliers, distributors and resellers, partners, customers, and competitors (used via a template with a set of six elements).

Sep 11, 2026

Uploaded by River Wang