Competitive Intelligence. Techniques and tools
Academic year 2012/2013 - Spring semester
Competitive intelligence is the continuous monitoring of rival´s business models and performances and the analysis of competitive dynamics evolution inside a certain industry. Competitive intelligence is assuming an increasingly importance to support strategic planning activities. Top managers use information collected through competitive intelligence to develop their short and middle term strategies and to set up benchmark for performance evaluation.
The course in centered on techniques and tools to support competitive intelligence analysis.
The course will address the following issues:
- strategic analysis of competitors´ positioning;
- competitors´ performance analysis;
- tools used to conduct competitive intelligence activities.
The course is based on case study and field research activities.
Will be communicated in class and on the web learning platform.