This report provides a comprehensive analysis of the marketing environment of Otago Polytechnic International Campus (OPAIC), covering micro and macro environmental factors, a SWOT analysis, and recommendations for marketing strategies. The micro-environmental analysis examines corporate culture and suppliers, while the macro-environmental analysis employs the PESTLE framework to assess political, economic, social, technological, legal, and environmental factors impacting OPAIC. The report also includes a SWOT analysis, identifying strengths, weaknesses, opportunities, and threats. Furthermore, it delves into buyer behavior, exploring the influence of reference groups, family life cycles, social class, and self-concept on consumer choices, with examples. The report concludes with an analysis of the buyer decision-making process and discusses the importance of ethics and social responsibility in OPAIC's marketing activities, offering specific examples and recommendations for improving marketing strategies, such as automating marketing techniques and building a digitally friendly brand.