MARKETING INTELLIGENCE (4 Credits)

Learning Outcomes :

On successful completion of this course, student will be able to: Explain about marketing intelligence; Discuss model, method and process in marketing intelligence; Discuss popular marketing intelligence application; Apply marketing intelligence for decision making

Topics :

Market Intelligence Drivers and Benefits; Key Success Factors of World Class Market Intelligence; Intelligence Scope (Determining the Purpose, Target Groups, and Focus Area); Intelligence Process (Turning Random Data into Meaningful Insight); Intelligence Deliverables (Building a High-Impact Market Intelligence Product Portfolio); Intelligence Tools (Collecting, Storing, and Disseminating Intelligence); Intelligence Organization (The People and Resources that Generate the Impact); Intelligence Culture (Engaging the Organization in Market Intelligence); Market Intelligence for Current Awareness Across the Organization; Market Intelligence for Strategic Planning; Market Intelligence for Marketing, Sales, and Account Management; Market Intelligence for Innovation and Product Life Cycle Management; Market Intelligence for Supply Chain Management; Implementing Market Intelligence Programs; How to Develop an Existing Market Intelligence Program for Greater Impact; Demonstrating the Impact of Market Intelligence; Trends in Market Intelligence