BUS602: Marketing Management

Almost all foresight work starts with or involves Horizon Scanning. 'Horizon, or Environmental, Scanning is the art of systematically exploring the external environment to (1) better understand the nature and pace of change in that environment, and (2) identify potential opportunities, challenges, and likely future developments relevant to your organization. Environmental Scanning explores both new, strange, and weird ideas, as well as persistent challenges and trends today. Scanning the future environment is pivotal to futures research and the usual place to start in undertaking a study. It is the feedstock for strategic thinking, innovation, and risk and issues management.