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Programa

Inteligencia Competitiva para la Internacionalización

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CONCEPTOS
CLAVE
1
INTRODUCTION TO COMPETITIVE INTELLIGENCE FOR INTERNATIONALIZATION
2
MARKET SELECTION
3
STRATEGY AND MARKET POSITIONING
4
MARKET ANALYSIS: CHANNELS, CUSTOMERS AND COMPETITION
5
IDENTIFICATION AND ANALYSIS OF KEY ACTORS
6
MARKET PLACES
Matrícula
Categoría:

Entorno Económico y Operaciones

Modalidad:Presencial
Edición:XXXIII
Inicio: 27/03/2020
Fin Preinscripción: 27/03/2020
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Description

The purpose of this course is to introduce the student to the techniques and tools of competitive intelligence for internationalization.

The complexity of international markets means that companies have to have information to know the environment and who their main clients and competitors are, which allows them to be more competitive and effective abroad.

The strategic decisions in the company have to be taken based on objective, analyzed and contrasted data. This will allow us to focus on winning internationalization strategies, helping from the selection of markets to their consolidation.

It is necessary to be able to identify markets of opportunity and once in the market find the common thread that uncovers the keys to approach it and consolidate it successfully. In order to do so, it will be necessary to work with strategic analysis tools and the combination of both will allow us to anticipate trends and cover unsatisfied niches of opportunity in the market.

Last but not least, we will focus on marketing and the application of competitive intelligence for brand positioning in international markets both online and offline.

Información

Goals

After the completion of the course the participant will be able to:
  • Manage the main concepts related to competitive intelligence and strategic analysis.
  • Select opportunity markets.
  • Understand the structure of markets.
  • Identify and qualify potential customers.
  • Manage the main sources of information and tools for market analysis.
  • Establish internationalization strategies.

SPECIFIED TIME PERIOD AND PLACE

Specified time period:  This course has and extension of 20 contact ours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30 h. and Saturday from 9:00 h. to 14:00 h.

Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain.

ADMISSION PROCESS

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks.

Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.

METHODOLOGY

1. Theoretical presentations alternated with practical exposure so as to see their relationship with results in business. The interrelation between theory and practice is a methodology in which students must be involved. This methodological issue will be used for both business executives and professionals, and for recent graduates who want to join the same course.

2. Several case studies are sent from those that companies have been facing in real life for students, with the relevant knowledge acquired, to do the analysis between the different lines of action that may arise and choose the one considered more realistic and adjusted to the case. The student should become accustomed to making decisions and understand the implications of them.

3. Case studies and readings will be sent to participants through the virtual campus. At the same time chat forums or debate centres may be created on campus or virtual in which the views of the participants will be contrasted. . These tools will be used by the students to contrast their different points of view.

4. Virtual Campus is a tool that allows a much more fluid relationship between students and teachers at personal and on line level.

5. Teaching the course will take into account how the student intends to apply the knowledge acquired to the final project at the end of the Master.

PROFESORES

MÓDULOS

INTRODUCTION TO COMPETITIVE INTELLIGENCE FOR INTERNATIONALIZATION
  • Competitive Intelligence Systems.

  • Intelligence Cycle.

  • Search axes.

  • Plan for Searching for Information on the Internet.

  • Building a Decision Tree.

  • Sources and Search Tools.

  • Phases of Search to analyze markets through Internet.

  • Analysis techniques.

  • The Intelligence Product.

MARKET SELECTION
  • Identification and prioritization of markets. Analysis tools:

    • Market attractiveness.

    • Competitive position of companies.

    • Selection of markets.

    • Opportunity Niches Detection.

STRATEGY AND MARKET POSITIONING
  • Life Cycle

  • Competitive position in the market

  • Basic Strategy

  • International brand, important for access to new markets. Determination of business image in foreign markets. What do we want to convey?

  • Online marketing strategies.

MARKET ANALYSIS: CHANNELS, CUSTOMERS AND COMPETITION
  • Analysis of the sector in the target market.

  • Analysis of demand and its segmentation [Delimitation of customer activity].

  • Characterization of competing agents [Delimitation of the activity of the competition].

  • Market access channels: analysis of distribution channels and main access routes.

  • Determination of specific keys for action to be developed in the target market in order to take maximum advantage of existing opportunities.

IDENTIFICATION AND ANALYSIS OF KEY ACTORS
  • Customers. Key agents in the distribution channel and main customers, what role they play within the channel, and the determination of specific action policies to reinforce positioning in the channel and access to the target customer.

  • Competence. Key agents in the distribution channel and our main competitors. Analyzing their commercial strategies, commercial operations, customers, prices and market entry channels.

MARKET PLACES
  • Types of Marketplaces

  • Architecture

  • Uses of Marketplaces:

    • As Commercial Tools

    • As Tools of Competitive Intelligence

PROG-OP-FUENTES-INF-XXXIII
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