Study Guide

Objective

The student can apply the most commonly used Competitive Intelligence (CI) techniques into real cases. The student understands CI principles and processes and recognizes the role CI plays in companies. The students will be aware of the tools that are used in CI processes.

Content

- SWOT
- Industry analysis (Five forces)
- Macro environmental analysis (PESTLE)
- Scenario analysis

Location and time

One meeting per week for three hours. See OMA calendar for details.

Materials

Cases and articles will be supplied. A good reference book for future use is:
Strategic and Competitive Analysis: Methods and Techniques for Analyzing Business Competition, Craig Fleisher and Babette Bensoussan (Prentice Hall, 2002)

Teaching methods

The course sessions will combine lectures, discussions, cases, exercises, and other activities. Students will be encouraged to contribute to the course sessions with anecdotes, experiences, comments, questions, etc.

Classes will take place in person on the Myyrmäki campus.

Exam schedules

Assessment will be based on reports and presentations. No exam is given.

Student workload

5 credit course = 130 hours of student workload which can be broken down as follows:

Contact classes - 36
Group presentation(s) - 24
Group project - 70

Further information

The first phase, and therefore the bedrock, of any strategic decision process revolves around research and analysis. Companies increasingly employ Competitive Intelligence to drive this phase and, as a result, to make better decisions.

Competitive Intelligence offers actionable foresight related to industry evolution, customers, suppliers, competitor rivalry, and one’s own organization to help companies understand their business environment. Competitive Intelligence is commonly used to support, for example, the strategy process, mergers & acquisitions, new product development, and geographic expansion.

The course begins by placing Competitive Intelligence in historical, institutional and strategic context. The generic intelligence process and the role of Competitive Intelligence are also introduced.

It continues by introducing some of the key methods and techniques used to assess one or more elements of an organization’s business environment and its position therein, including:

• SWOT
• Industry analysis (Five forces)
• Macro environmental analysis (STEEP)
• Scenario analysis

The main focus of the course will be on the practical use of methods and techniques through case studies and group projects.

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. The student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply his/her knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

The student has achieved the objectives of the course with excellent marks. The student masters commendably the course subject area’s concepts and models. The student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply his/her knowledge in leisure, study and work situations. The student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Prerequisites

First year business studies