INF 382P - Competitive Intelligence Resources and Strategies
Resources and strategies for market and competitive analysis. Research and analysis of market trends and financial, technical, and cultural strengths and weaknesses of companies. Online, print, and primary research and analytical techniques. Ethics, process, and presentation are emphasized.
Three lecture hours a week for one semester.
Emphasis this semester on business concepts and business search strategies. Students will explore free and subscription resources for business research in corporate, academic, and/or public libraries.
This business research class is invaluable for anyone working in a corporate setting, or working at reference desk in academic or public libraries. You will discover how to locate and use appropriate and accurate business intelligence that will allow you to help companies create a growth strategy, work with business students on class consulting projects, and aid a startup or small business in finding their total addressable market. Students will identify a company’s financial and market strength quickly, for the purposes of helping understand, and give direction to others on, the competitive landscape of any industry or market. Students will be assigned hard to define markets to study and learn how to partition the research process so that no market will be too daunting to tackle. In this course, students learn how to “boil the ocean” of competitive intelligence and market research—implying achieving the impossible. Students learn what information is “findable” and what can be guessed at with confidence. Studying markets is not about absolute numbers, but about company and individual character, as well as macro-dynamic trends. The students will also learn about the CI practice and standards of ethical conduct along with how to institutionalize the process within companies and provide this kind of information at a library reference desk. Students will gain skills in searching SEC filings and in using various research management and visualization tools such as mind-mapping and pivot tables. As well as, gain expertise in the syntax nuances of such business databases as Capital IQ, Factiva and Business Source Complete understanding of what resources are worth paying for and what is available for free.