Curriculum Development of “Competitive Intelligence”

in Taiwan

2012 ALA Annual Conference Anaheim, California

June 25th 2012 Dr. Chihfeng P. Lin,

Associate Professor, Department of Information & Communications, Shih Hsin University

e-Mail: chihfeng@cc.shuedu.tw

Definition, Competitive IntelligenceDefinition, Competitive Intelligence

• IntelligenceIntelligence Analyzed informationAnalyzed information• The implication that will allow one to make The implication that will allow one to make a decisiona decision• Helps a manager to respond with the right Helps a manager to respond with the right market tactic or long-term decisionmarket tactic or long-term decision The competitor would make a good acquisition candidate The competitor would make a good acquisition candidate

Business Information Business Information

Business IntelligenceBusiness Intelligence

Competitive Intelligence Competitive Intelligence

Resources of Business InformationResources of Business Information

• Information of TechnologyInformation of Technology for upgrading capability of the enterprisefor upgrading capability of the enterprise• Information of MarketInformation of Market Upstream wholesome informationUpstream wholesome information Midstream information of the industryMidstream information of the industry Downstream information of individual Downstream information of individual businessbusiness

Business IntelligenceBusiness Intelligence

BI is a process that composing from collecting BI is a process that composing from collecting and organizing business information that and organizing business information that related to the business environment. The related to the business environment. The two stems of the BI are: two stems of the BI are:

• Collecting and organizing business Collecting and organizing business informationinformation

• Relating to the current and future business Relating to the current and future business environmentenvironment

Course Course Objectives of Objectives of Business Intelligence Business Intelligence 1/2 1/2

• Understanding Business Information, Understanding Business Information, Information Services, Marketing the Information Services, Marketing the Information Services, Marketing the Information Services, Marketing the Business, The information and the Business, The information and the intelligence and its related information intelligence and its related information collection, organization, utilization and collection, organization, utilization and management. management.

Course Course Objectives of Objectives of Business Intelligence Business Intelligence 2/22/2

• Understanding channels of collecting Understanding channels of collecting business information, types of business business information, types of business information, environment of business information, environment of business management, and relations of business management, and relations of business informationinformation

• Understanding affiliated institutions related Understanding affiliated institutions related to the industry, authorities, scholarly to the industry, authorities, scholarly community, business, and researchcommunity, business, and research

From BI to CIFrom BI to CI

• Evolvement of the Subject Development Evolvement of the Subject Development • Avoiding Being Merged by Business SchoolAvoiding Being Merged by Business School• Needs of Continuing Professional Needs of Continuing Professional

Development of Students in Continuing Development of Students in Continuing Education Section of College of Life-Long Education Section of College of Life-Long LearningLearning

• Expanding Students Employment Expanding Students Employment OpportunitiesOpportunities

• Self-PromotionSelf-Promotion• Expanding Concept of BI via Students Expanding Concept of BI via Students

Working Places and InstitutionsWorking Places and Institutions

Course Objectives and Contents of Course Objectives and Contents of Competitive IntelligenceCompetitive Intelligence 1/21/2

Course Objectives of Institutional CICourse Objectives of Institutional CI• Collecting and analyzing competitors business behaviors, Collecting and analyzing competitors business behaviors,

strategies, information, and R&D process. strategies, information, and R&D process. • Developing institutions’ own strategies to compete and Developing institutions’ own strategies to compete and

balance the sustainable advantages. balance the sustainable advantages. • CI is a integration over professional technologies, marketing, CI is a integration over professional technologies, marketing,

and management. and management. CI CI • Major information flow of CI is a cycle of collection, analysis, Major information flow of CI is a cycle of collection, analysis,

and dissemination.and dissemination.Contents ofContents of Institutional CIInstitutional CI• External Environment & Customer RelationsExternal Environment & Customer Relations• Internal Environment & Employee RelationsInternal Environment & Employee Relations• Threatening and Partnership Threatening and Partnership • Law/Rules Related to the Industry and AuthoritiesLaw/Rules Related to the Industry and Authorities• The Related Industry, Authorities, Academic Communities, The Related Industry, Authorities, Academic Communities,

Business, Research InstitutesBusiness, Research Institutes

Course Objectives and contents Course Objectives and contents of Competitive Intelligence of Competitive Intelligence 2/22/2

Course Objectives of Individual CICourse Objectives of Individual CI• Learning of access to information, thinking clearly, communicating effecLearning of access to information, thinking clearly, communicating effec

tively, understand man’s environment, understand man and society, petively, understand man’s environment, understand man and society, personal competence rsonal competence

• Learning of building personal foundation of healthy mind and body; pursLearning of building personal foundation of healthy mind and body; pursuing academic achievement; life-long learning strategies, and career plauing academic achievement; life-long learning strategies, and career planningnning

• Learning of establishing personal credit or brand, competences in probleLearning of establishing personal credit or brand, competences in problem-solving and team-workm-solving and team-work

Course Contents of Individual CICourse Contents of Individual CI• Career PlanningCareer Planning• Planning for further degree studiesPlanning for further degree studies• Planning for employment Planning for employment • Planning for independent enterprisePlanning for independent enterprise

ConclusionConclusion

• Competition is a ProcessCompetition is a Process

• Endeavour for the ProfessionEndeavour for the Profession

• Self Promotion In search of ExcellenceSelf Promotion In search of Excellence