Curriculum Guideline

Marketing Intelligence

Effective Date:
Course
Discontinued
No
Course Code
MARK 4270
Descriptive
Marketing Intelligence
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start Date
End Term
Not Specified
PLAR
No
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
35
Contact Hours

Lecture: 2 Hours/week

Seminar: 2 Hours/week

or

Hybrid: 2 hours/week in class; 2 hours/week online
 
or
 
Fully online
Method Of Instruction
Lecture
Seminar
Online
Hybrid
Methods Of Instruction

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.

Course Description
Marketing intelligence (MI) is a key tool for better decision making, success, and even survival for firms today. It comes from the strategic use of a carefully analyzed collection of key information. Enterprise-wide use of marketing intelligence is increasing as firms see its power and benefit. Firms that embrace marketing intelligence use it at all levels of the organization, fostering a culture where everyone thinks “intelligence”, and contributes to its evolution. The establishment of a marketing intelligence process in firms today is increasing at a rapid rate.

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.
Course Content
  1. The art and science of marketing intelligence (MI)
  2. The managerial perspective of marketing intelligence
  3. Establishing and directing a MI function
  4. Information stakeholders and their requirements
  5. MI as a process: determining information needs and sources, and verifying available information to capture relevant material
  6. Technological, analytical, interpretative and managerial tools and techniques used in effective MI
  7. Actionable MI plans
  8. Ethical, legal and regulatory issues in MI
Learning Outcomes

 

 

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. 
Means of Assessment

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

  1. 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.
  2. No single assessment can exceed 40%.
  3. 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.

Textbook Materials

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.

Prerequisites

MARK 1120 and MARK 4441 or instructor permission

OR MARK 1120 AND currently active in one of the following:

Post-Degree Diploma in Marketing or
Post-Degree Diploma in Sales