ERIC Number: ED304919
Record Type: RIE
Publication Date: 1988-Mar-11
Gathering International Competitive Intelligence via Online Data Retrieval in the International Marketing Class.
A unit on online data retrieval techniques designed for a college course in international marketing is described. The unit is intended to teach students how to compile information on overseas markets and competitors. Online retrieval is seen as a relatively inexpensive means of gathering important data from otherwise inaccessible international sources. The required hardware include a computer or computer terminal, a hard or floppy disk storage device, and a modem. Also necessary is communications software that can handle log-on procedures for each information service used, maintain user confidentiality, and allow capture and storage of all displayed text. In a class assignment, students conduct a study of real market opportunities for real regional or relevant hypothetical firms. The assignment consists of a cultural analysis, economic analysis, and product/market evaluation, with each component requiring extensive secondary research. The objectives are to increase student awareness of the range of information available electronically and to improve students' ability to gather and apply the information to marketing decisions. The variety of available information services is discussed, and the logistic problems associated with online retrieval are examined. (MSE)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: In: Proceedings of the Seventh Annual Eastern Michigan University Conference on Languages for Business and the Professions (see FL 017 839). Page 4 of the document contains some broken type.