In a world increasingly defined by the exponential growth in computing power, students learn how to design, build, and operate a competitive intelligence program. A competitive intelligence program assesses a competitor’s strengths and weaknesses across products, advertising, and brand platforms upon which digitally-driven strategies and execution tactics are developed, assessed, and modified.
Through a combination of case studies, guest speakers and live working examples of how companies are increasingly using this process, students learn to utilize tools and practical examples to define, gather, analyze, and distribute actionable intelligence about products, customers, competitors, and any aspect of the environment needed to support executives and managers in strategic and tactical decision making for an organization. With these tools, students will be able to assess a company’s external environment, including the industry and relevant competitors, using traditional as well as the technically advanced AI/ML tools to discern elements key to establishing trends and appropriate responses for companies in a variety of industries. The class draws on the students’ experiences as well as information from strategy and related digitally driven disciplines. The class concludes with the schools globally renowned “War Game.”