Market Intelligence

AY2014/2015 Semester 2

Market intelligence is the process of collecting, analyzing, and interpreting both internal and external sources of marketing information so as to enable the company to better understand the market environment in which it competes, thus equipping managers with the timely knowledge to make well-informed marketing decisions in a dynamic environment. Students will learn about traditional and contemporary (e.g., social media) sources of market intelligence, as well as the tools for gathering intelligence information about customers and competitors. Besides acquainting students with a broad overview of market intelligence, this course is also designed to equip students with the skills to design, conduct, and interpret marketing research. Students will also have the opportunity to apply their knowledge by completing a marketing research project. Upon graduation from this class, students should be able to understand the basic principles of market intelligence, be familiar with the tools available, and have a reasonable understanding of how they are applied in the marketplace.