Economic and Competitive Intelligence
Code
400033
Academic unit
NOVA Information Management School
Credits
7.5
Teacher in charge
Luís Alexandre Abrantes Madureira
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Objectives
The aim of this course is understanding what is the Competitive Intelligence, its relation to the Strategy and Marketing, and its use for greater overall efficiency.
Students should be able to integrate tools, techniques and methodologies to understand the key behavior of a given competitor in the market. This integration will provide a deduction of performance of a given competitor based on the Competitive Landscape, or in the opposite direction, as their Marketing Communications can be used to infer the competitor's strategy. It will be shared with students a global perspective of the What, When, How and Why of using these tools, per se, or in an integrated fashion.
The ultimate goal is to create conditions for students positive impact in strategic decision making in organizations to which they belong or will belong.
Prerequisites
100%
Subject matter
Decison Making Context
Definitions
(M1) Planning
(M2) Collection (Primary & Secondary)
(M3) Analysis
(M4) Dissemination
(M5) Decision & Action
BUSINESS WARGAME
Bibliography
Competitive Strategy - Michael E. Porter - 978-0-684-84148-9 - Free Press; LAHNEMAN & ARCOS (2014), ¿The Art of Intelligence¿ Rowman & Littlefield, ISBN: 978-1-4422-2897-9; Strategic Planning - Robert G. Wittmann; Matthias P. Reuter - 978-0-7494-5434-0 - Ebsco Publishing; The Handbook of Market Intelligence - Hans Hedin; Irmeli Hirvensalo; Markko Vaarnas - 978-1-119-96162-8 - John Wiley&Sons; A.G. Lafley | MARTIN, Roger (2013), Harvard Business Review Press, ¿Playing to Win¿ ISBN: 978-1422187395
Teaching method
Theory followed by practice with a real business case
Evaluation method
Final Exam + Continuous Evaluation