James Madison University

IA/CIS 210. Introduction To Global Competitive Intelligence. 3 credits.

This course will focus on global competitive intelligence (CI): the tools and methods that enhance strategic and tactical decision making in the analysis and interpretation of business data related to current and emerging competitors.The course is team oriented, project based and grounded in the relevant legal and ethical context.  Not open to students in the College of Business. 

Learning Objectives:
Students will develop knowledge and skills to

  • assess, disseminate and use industry level and corporate level data for the purpose of competitive intelligence
  • be firmly grounded in the legal and ethical dimensions of competitive intelligence
  • read and interpret an annual report. 
  • read and interpret a government industry and economic analysis report
  • apply a spreadsheet to the process of collecting, analyzing and presenting business data.
  • effectively use online business data sources: Lexis-Nexis, Hoover’s Online, Gartner Reports, and OECD Main Economic Indicators.
  • apply web-based content aggregation and book-marking applications for collecting global business and economic information.

Course Outline:

I.         Fundamentals for Competitive Intelligence (1/3 class time)

  1. competitive intelligence process in a global business environment.
  2. read and interpret an annual report. 
  3. read and interpret a government industry and economic analysis report
  4. apply a spreadsheet to the process of collecting, analyzing and presenting business data.
  5. effective use of online business data sources: Lexis-Nexis, Hoover’s Online, Gartner Reports, and OECD Main Economic Indicators.
  6. legal and ethical dimensions of competitive intelligence

II.       Tools for Competitive Intelligence (1/3 class time)

  1. compare and contrast the disciplines of competitive intelligence and business intelligence.
  2. apply web-based content aggregation and book-marking applications for collecting global business and economic information.
  3. how to use a pivot-table in a spreadsheet.
  4. learn and apply fundamentals in data retrieval using SQL and QBE
  5. learn and apply basic principles of report generation

III.     Application of Competitive Intelligence to the Global Business Environment
            (1/3 class time)

  1. learn to assess, disseminate and use industry level and corporate level data for the purpose of competitive intelligence in a global business environment.
  2. learn to apply several competitive intelligence methods including:

    i           Benchmarking analysis
    ii          Business model analysis
    iii         Industry analysis
    iv         Technology forecasting
    v          Critical success factor analysi