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BUAD 311: Principles of Marketing

Context (External Market Environment)

To determine the external market environment, analysts must conduct industry research. Doing so effectively involves the use of a variety of tools, including NAICS codes, SIC codes, proprietary industry reports, and macroeconomic indicators. The resources below are classified based on the types of information they provide. 


Industry Codes

Industry Reports

Macroeconomic Indicators/PESTLE Analysis

Competitor Analysis

Who are your key competitors? How are they positioned in the market? What are their strengths/weaknesses? Use the tools within the databases listed below to answer these questions.

Customer Analysis


Open Access Data

Additional Information

Use these resources to conduct exploratory research about your company and/or to verify information you received through other publications.