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FMK 724 Marketing Intelligence and Secondary Sources

This course is designed to develop students’ understanding of the basic marketing intelligence mode land its key components: Personal, Environmental, Consumer and Competitive Intelligence. The identification and use of reliable secondary sources will be emphasized as well as personal management techniques for searching, downloading, filtering and managing relevant information. Ethical and legal considerations will be discussed. Upon completion of the course, students should be able to apply a basic marketing intelligence model in their companies/divisions.