Seminar In Global Marketing & Competitive Intelligence

This course introduces students to the important concept of competitive intelligence and the practical tools and techniques utilized by a given business to enhance its marketplace competitiveness. Detail procedures are described for systematically and ethically gathering, analyzing, and managing external information for use in making tactical and strategic business decisions.
In addition, several case studies are discussed, which provide insight into future decisions such as: developing new marketing plans, counteracting competitor initiatives, considering a new product, entering new markets, repositioning an existing product, investigating a strategic alliance or acquisition, and identifying new distribution channels.

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