Marketing Intelligence
Curriculum guideline
Lecture: 2 Hours/week
Seminar: 2 Hours/week
or
Students will be involved in an active learning environment. They will study the concepts, techniques, tools and management processes that are critical to effective MI. They will demonstrate their ability to apply the required skills by sourcing information, analyzing business cases, conducting research, analyzing data, and preparing MI reports.
Effective MI is a process of identifying and collecting information, both internal and external to the firm; analyzing it, interpreting it using business and industry experience and knowledge; and using it to make more informed decisions. This course provides a broad and in-depth understanding of marketing intelligence (MI), focusing on MI as a process, and the perspective taken will be that of a manager using marketing intelligence. Students will learn the tools, techniques, sources, analytical processes and technology of MI, and will review best practices and cases of MI in action. This course is intended for marketing and business students.
- The art and science of marketing intelligence (MI)
- The managerial perspective of marketing intelligence
- Establishing and directing a MI function
- Information stakeholders and their requirements
- MI as a process: determining information needs and sources, and verifying available information to capture relevant material
- Technological, analytical, interpretative and managerial tools and techniques used in effective MI
- Actionable MI plans
- Ethical, legal and regulatory issues in MI
At the end of the course, the successful student should be able to:
- relate to and critique marketing intelligence (MI) from a managerial perspective;
- apply marketing analytics and intelligence strategy(ies) effectively;
- assess and analyze marketing intelligence information from a data warehouse;
- select and apply suitable tools and techniques (such as regression analysis, conjoint analysis, sensemaking analysis, A/B testing) to solve different business problems;
- design a structure of marketing intelligence teams;
- analyze, evaluate and report marketing intelligence information that meets the company’s marketing objectives and;
- develop simple marketing intelligence plans.
Assessment will be in accordance with the Douglas College Evaluation Policy.
| Research Project and presentation | 25-40% |
| Midterm Examination | 15-25% |
| Cases & Assignments | 10-25% |
| Class Participation | 5-10% |
| Final Examination | 15-25% |
| Total | 100% |
Notes
- Students must achieve a minimum average grade of 50% on all non-group evaluations to pass the course, with the 50% calculated on a weighted average basis.
- No single assessment can exceed 40%.
- Students must complete all projects, assignments and write all examinations in order to be eligible for a passing grade in the course.
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
Textbooks and Materials to be Purchased by Students
Marketing Intelligence by Robert J. Dolan; Leslie K. John. Harvard Business Publishing
The Handbook of Market Intelligence: Understand, Compete and Grow in Global Markets by Hedin, H., Hirvensalo, I., & Vaarnas, M.. Wiley Publishing
Market intelligence: building strategic insight by Jenster, Per V., & Søilen, Klaus Solberg. Copenhagen Business School Press.
All publications are the latest edition, and/or other textbook(s) and/or other material(s) approved by the department.