Магистратура
2024/2025
Анализ деятельности конкурентов
Статус:
Курс по выбору (Управление в сфере науки, технологий и инноваций)
Направление:
38.04.02. Менеджмент
Кто читает:
Департамент образовательных программ
Где читается:
Институт статистических исследований и экономики знаний
Когда читается:
1-й курс, 3 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Прогр. обучения:
Управление в сфере науки, технологий и инноваций
Язык:
английский
Кредиты:
3
Course Syllabus
Abstract
The course is delivered to master students of HSE University. The course introduces concepts and approaches to competitive intelligence/market insight as well as anticipatory systems. The course provides a solid foundation of theoretical and practical competitive intelligence strategies and processes as a way to enable both strategic and tactical decisions including innovation, Research and Development new market selection, and more. Several examples of decisions assisted by competitive intelligence for private sector, government, and non-government organizations are provided that demonstrate how open source information can be harnessed to better understand the external environment. Pre-requisites: Basics of Micro & Macroeconomics and Basics of Business Finance.
Learning Objectives
- Training in using various market insight techniques for both corporate and government settings
- Development of an appreciation for the importance of competitive intelligence and related disciplines for strategic decision-making
- Training in early warning and profiling methodologies
Expected Learning Outcomes
- Skills in assessing different information types and designing information collection plans
- Understanding of the role of market insight (intelligence, foresight and analytics) for innovation
- Understanding the organizational (including structure. Processes and cultural) requirements for competitive intelligence
Course Contents
- Class 1. Introduction to CI/MI
- Class 2. Information collection
- Classes 3 and 4. Designing CI/MI projects
- Classes 5 and 6. Analysis
- Class 7. Organizing for competitive intelligence
- Class 8. The future of CI within an anticipatory system and course wrap up
Assessment Elements
- Group project written presentationGroup project is aimed at providing you with hands-on experience in conducting a real-world competitive intelligence project. Group project is prepared in groups of 5. A smaller or a larger group is not allowed. The deliverable of the project is the presentation in Powerpoint or PDF with appendices (if necessary) and filled forms. The project is presented at the oral defense during the exam week. Each student is required to sign her name on the slides she will present. The same is required for forms. The contribution of each member of the group is evaluated separately. All members of the group present their own part of the project and answer the questions from professors. Steps of the project • Choose a strategic question you are investigating. This may be about a certain industry or a certain company (Competitor KIT), about customers (Customer KIT) or about government policy (Regulatory KIT). Example – analysis of potential market for Company A or accessing a threat of crypto companies for a fintech company B or developing a strategy to deal with a certain upcoming government policy. Other topics can also be possible. • For the chosen Key Intelligence topic state 2–3 specific Key Intelligence Questions • Conduct data collection using primary and secondary sources. Maintain a log for your findings. Provide the list of all sources in the Appendix. • Apply certain analytical frameworks (e.g., SWOT, Porter's Five Forces, PEST, Business Model Canvas., etc.) to your data • Prepare conclusions and clear recommendations based on your analysis. Talk about limitations and what could be done further. Timeline of the project • Choosing a topic, organizing into a group, receiving approval of the topic from professors – between Jan, 19 and Jan, 26 • Starting working on the project – after Jan, 26 • Sending questions to professors – before March, 2. Online office hours will be organized to answer questions on group projects • Submitting the final project – before March 23th, 23.59 • Oral defense – March, 31st (preliminary, exact date will be fixed later) As in real CI projects, roles should be assigned before the start of the project and put into a form. Using AI at any stage should be documented in separate forms including the prompt and the type of AI you are using. Using primary sources of information (e.g. interviewing employees or industry experts) is appreciated (extra points in the grade). It should be supplemented with transcripts (e.g. in a cloud). Timing: 15 minutes for presentation (3 minutes per student) + 5 minutes Q&A
- Individual learning log projectLearning and insight logs are to be maintained on a class-by-class basis. The log gives you a chance to provide feedback on what you are learning in each class. Logs are to be maintained for all classes that we are together and material assigned for readings At the beginning of the document containing the logs provide a 2-pages text describing how your definition of CI and your thinking about how it changed from before class 1 and by class 8. Include where you see this as being similar or different to concepts you already know about and courses you have already taken such as marketing research, strategy, environmental scanning, risk management, etc. Include examples from the readings and class discussions to back up your evolving definition and thoughts. Each class entry should be 1 page. To comply with the required volume and structure you should only leave the insights you consider most important. The first half of class entry should contain insights from readings from the program that are marked in the program as obligatory readings before class. The second half should include insights from lectures and readings that are released at class and optional readings (if you consider insights obtained from them important). You should reference specific readings (author and work) and not readings in general. When you refer to specific moments from the lecture, refer to the professor and to the certain part of the presentation. When you refer to a comment from your fellow student or to a comment from group discussion you should also specify it. Insight log is not a summary, essay or a data dump. It requires analysis. If you miss a class, you are still responsible for doing a log based on readings and lecture presentations. The insight log should be typed and not hand-written. To get the feedback from professors, you can send us one log from class 2, 3 or 4 after class 4 (February, 2nd). Before March, 2nd there will be online office hours to consult on the insights log. The assignment is due 3 days after class 8 (March, 19th before 23.59)
- Group project oral presentation
Interim Assessment
- 2024/2025 3rd module0.4 * Group project oral presentation + 0.35 * Group project written presentation + 0.25 * Individual learning log project
Bibliography
Recommended Core Bibliography
- Competitive intelligence research : an investigation of trends in the literature. (2015). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.CAD9C914
Recommended Additional Bibliography
- Calof, J. (2014). Evaluating the Impact and Value of Competitive Intelligence From The users Perspective - The Case of the National Research Council’s Technical Intelligence Unit. Journal of Intelligence Studies in Business, 4(3), 79–90. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=116533255
- Calof, J., Mirabeau, L., & Richards, G. (2015). Towards an environmental awareness model integrating formal and informal mechanisms - Lessons learned from the Demise of Nortel. Journal of Intelligence Studies in Business, 5(1), 57–69. https://doi.org/10.37380/jisib.v5i1.112
- Jonathan, C., Gregory, R., & Jack, S. (2015). Foresight, Competitive Intelligence and Business Analytics — Tools for Making Industrial Programmes More Efficient. Форсайт, 9(1 (eng)).