Douglas College wordmark
Facebook logo Twitter logo Instagram logo Snapchat logo YouTube logo Wordpress logo
back to search

Market Intelligence

Course Code: MARK 4270
Faculty: Commerce & Business Administration
Department: Marketing
Credits: 3.0
Semester: 15 Weeks X 4 Hours per Week = 60 Hours
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

Market intelligence (MI) is a key tool for better decision making, success, and even survival for firms today, and it comes from the strategic use of a carefully analyzed collection of key information. Enterprise-wide use of market intelligence is increasing, as firms see its power and benefit. Firms that embrace market 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 market 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 market intelligence (MI), focusing on MI as a process, and the perspective taken will be that of à manager using market 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 market intelligence
  2. Managerial perspective of market intelligence (MI)
  3. Establishing and directing a MI function
  4. Identifying information stakeholders and their requirements
  5. MI as a process: determining information needs and sources, and filtering available information to capture relevant material
  6. Understanding the technological, analytical, interpretative and managerial tools and techniques used in effective MI
  7. Transforming information into actionable intelligence
  8. Ethical, legal and regulatory issues in MI.

Methods of Instruction

Students will be involved in an active learning environment, and 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 of MI in action, performing on-line research, completing case analyses, and preparing assignments.

Means of Assessment

Research Project  25%
Midterm Examination       20%
Case Assignments  25%
Class Participation  10%
Final Examination  20%
Total 100%


Learning Outcomes

The fundamental objectives of this course are:

  • to provide students with an understanding of market  intelligence (MI) from a managerial perspective
  • to provide them with a knowledge foundation from which they can utilize MI effectively

After successful completion of this course, students will:

  • Understand the world of market intelligence and its importance to businesses
  • Understand analyzing and processing information, and the art and science of identifying appropriate information and sources of information. 
  • Be capable of developing simple information plans
  • Be able to acquire, filter and warehouse information
  • Be capable of applying tools and techniques such as data mining, data visualization, information analysis and selection
  • Know the basics of creating intelligence teams
  • Have the skills to report market intelligence information in a fashion that facilitates generating a cohesive view of the company’s market situation and enhances decision making.  

course prerequisites

MARK 1120 and  FINC 1231

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

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

curriculum guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester/year of the course, consider the previous version as the applicable version.

course schedule and availability
course transferability

Below shows how this course and its credits transfer within the BC transfer system. 

A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.

For more information on transfer visit the BC Transfer Guide and BCCAT websites.


If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.