INF 382P - Competitive Intelligence Resources and Strategies

Fall 2019
Unique ID: 27200
Prof:  Kessler, April
Room: UTA 1.212
Days:  Mon
Time: 6:00 pm - 9:00 pm

Graduate standing.

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.

Students 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. As well as,
gain expertise in the syntax nuances of such business databases
as Capital IQ, Factiva and Business Source Complete. Students
will also gain an understanding of what resources are worth
paying for and what is available for free.

This experiential learning class will provide students with
real-world startup experience and allow students to apply the
skills they learn on projects for two startup companies over the
semester. Students will work directly with the Jon Brumley Texas
Venture Labs Practicum class made up of students from McCombs
School of Business, the School of Law, the Cockrell School of
Engineering, College of Pharmacy and the College of Natural
Sciences. Students will provide the TVL team secondary market
research on market validation and competitive analysis. Students
will provide research and consulting to local startups on their
most pressing challenges in order to accelerate startups in
taking their products to market and making a funding decisions.

Course Syllabus File:

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