Competitive Intelligence (5 ECTS)

Objective

Upon completing this course, students will:
• Be familiar with the most commonly applied techniques used in Competitive Intelligence (CI)
• Have experience in applying the most common techniques used in CI to real cases
• Understand CI principles and processes
• Appreciate the nature and scope of CI
• Recognize the role CI plays in companies
• Be aware of the tools that are used in CI processes

Content

Globalization means that the forces of change, complexity, and competition are relentlessly growing. Technologies become irrelevant overnight and competitors appear seemingly without warning. Companies must deal with these forces by developing strategies that will provide sustainable sources of competitive advantage. 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 (PESTLE)
• Scenario analysis

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

Sufficient performance: showing just enough understanding of the subject to merit a pass grade but requiring greater effort to achieve a more satisfactory result

Assessment criteria, good (3)

Good performance: showing strong understanding of basic concepts and good grasp of techniques, but with certain minor problems still requiring further attention

Assessment criteria, excellent (5)

Excellent performance: not only fulfils all standard requirements but demonstrates originality and imagination

Qualifications

One year of Business studies