ITESM-CCM

Competitive
Intelligence and
Geo-economics
Manual

Dr. Alfonso Brown del Rivero

January 2015

ITESM CCM
Manual

Competitive Intelligence and Geo-economics

Content
Content...............................................................................................................................2
Introduction.......................................................................................................................3
Description of the project..................................................................................................4
1. Objetive.....................................................................................................................
2.

Extent.........................................................................................................................

3.

Skills and knowledge to be developed in participants...............................................

4.

Overview...................................................................................................................

5.

Reports to deliver......................................................................................................

6.

5.1 A working plan.....................................................................................................5

5.2 A report of the team process (OPTIONAL)........................................................6
5.3 Internationalization project that meets a real problem in a specific region or
country in the world...................................................................................................6
5.4 Presentation.........................................................................................................6
5.5 Reflection on Learning........................................................................................6
Learning Activities....................................................................................................

7. Learning environment.................................................................................................
8.

Support Resources...................................................................................................

9. Evaluation System.......................................................................................................
9.1 Evaluation of the learning process.....................................................................13
9.2 Evaluation of group products............................................................................13
9.4 Final Assesment.................................................................................................14

ITESM CCM
Manual

Competitive Intelligence and Geo-economics

Introduction
Competitive Intelligence (CI) is a relatively new area of study that has been attracting growing
interest in part due to the increasing availability of information and data bases of both public and
commercial data worldwide. Several factors contribute to this rise in interest.
First, the rapid changes driving globalization in the international environment offer opportunities
and risks as any other era prior to the present. On the one hand , there are new economic powers
such as the so-called BRICS , the Next Eleven and the MIST countries; in Latin America, some
countries have shown good performance in contrast to the stagnation or decline of others, the
process of European integration has made significant progress but has faced also unforeseen
difficulties, the countries of Eastern Europe have completed the transition to market economies
and several African countries are starting to enjoy the benefits of globalization; in addition to all
these events, the processes of liberalization and economic integration have undertaken most
countries . Moreover, together with the above, the technological advances in information and
transportation have led to the consolidation of global value chains. All these factors together have
large implications both politically and economically and in terms of business strategy. They
represent new challenges and opportunities for companies to compete and operate on the edge
of their skills and knowledge.
It is not surprising then that CI is an activity of increasing importance due to the accelerated
change in international environment. When we want to analyze an industry, a market, a product or
a competitor, we need reliable global information to achieve national and international success.
This is crucial and that is the importance of CI.
Then, we can define the competitive intelligence as the selection, collection, interpretation and
distribution of open information of strategic importance for decision -making. Of course, there are
other definitions of competitive intelligence. Here is just a sample.
Business intelligence (an alternative term for competitive intelligence) is the activity of
monitoring the external environment in order to obtain relevant information for the firms decision
making process.
Competitive intelligence is the analytical process that transforms disaggregated competitor
intelligence into relevant, useful and accurate strategic knowledge about competitors, their
position, their profitability, their capabilities and their intentions.
Competitive intelligence is a way of thinking.
IC uses public funds to locate and develop information on competition and competitors.
Competitor intelligence is "highly specific and timely information about a corporation.
The objective of competitive intelligence is not espionage, trade secret or theft of property rights
of the competition, but the open (legal) systematic collection of a wide variety of information that
allows a better understanding of the structure of a competing company, its culture, behavior,
capabilities and weaknesses.
CI has such a broad scope that may include information relating to almost any activity or product,
recent industry trends and regional developments. For purposes of this course, we understand
intelligence as knowledge in the service of decision making. From this point of view intelligence is
closely related to strategy. IC is also closely related to geo-economics, ie , the study of territorial
and political aspects of resources and economies. Geo-economics comprises three elements,
economics, policy and strategy. It is also related to other disciplines: sociology, diplomacy,
communication, culture, etc. Geo-economics responds to the need to think globally .Hence, this
course has several sessions devoted to analyzing the global, regional, country and sector trends
most important economic activity, and risks and how to measure them.
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Manual

Competitive Intelligence and Geo-economics

Description of the project

1. Objetive
The participant (student) must get an understanding and must be able to apply
the basic principles of Competitive Intelligence and Geo-economics while
developing a project in which he or she must put into practice the knowledge
acquired during the course.

2. Extent
Phase 1
Accreditation of basic knowledge related CI and Geo-economics through a written
examination.
Primer parcial grade
Segundo parcial grade
Phase 2
A. Application of the knowledge gained in the development of a project according
to the features described later in this document.
B. Presentation and defense of the project mentioned above in plenary.
Feedback from the teacher / other students and guests
Phase 3
Submission of the final project
Final grade for the course.
Implementation and monitoring
In order to implement the project during the course it is required:
1. To meet the criteria and guidelines supplied by the teacher.
2. To submit a working plan and to obtain approval thereof by the teacher.

3. Skills and knowledge to be developed in participants

Teamwork
Dealing with uncertainty
Research, analysis and application
Effective communication
Guidance on achieving results

4. Overview
The purpose of the project is to develop a plan of internationalization or
diversification of a small or medium company that meets a real problem in a
specific region of the world or the development of a new business in a particular
industry or market. The project must be challenging, if it is an exportation of a
product, it SHOULD NOT be a traditional product (handicrafts, raw materials,
etc.). If it is a foreign investment, it has to be an original project.
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Manual

Competitive Intelligence and Geo-economics

The company to which the preceding paragraph refers should be preferably new
or existing small (PYME) or medium size Company which does not have a line of
business similar to the project proposed.
The regions that could be analyzed are America (yes, thats the name of our
continent!), Europe, Asia, Oceania and Africa (one of the economic and trade sub
regions of each continent). In each of the regions/countries should be considered
the following issues:
Analysis of competitiveness both in general and on issues relevant to the
project as well as the most problematic aspects.
Relevant aspects of each region in terms of its resources, economic, natural,
population, political, cultural, etc., especially those relevant to the project.
Analysis of how the region, country or market may be affected by the
challenges and global trends studied along the course.
Analysis of political and economic risks of the region or country.
Country risk assessment.
Each region or country represents a project and during the course you must:
1. Develop the proposed project in teams of five students
2. Name a coordinator and one student responsible for each aspect(s) of the
project.

5. Reports to be delivered
General requirements:
All products must be uploaded to the Blackboard platform the dates and the
times indicated by the professor.
Specific requirements:
THREE GROUP PRODUCTS must be submitted:

5.1 A working plan

Before starting the project, you must submit a working plan. This working plan
should include all the activities that your team will take in place during the course
to generate group and individual products in a timely manner.
I recommend using a technological tool to facilitate this work, such as project
manager.
Deadline: Monday, January 26

5.2 A report of the team process (OPTIONAL)

This report should be maximum 2 pages and must show a reflection on the
progress against your working plan, the status of reports deliverables and a list of
specific questions to be answered. If the equipment requires specific topics to be
covered during the sessions, it is ideal to manifest that need in this report.
Delivery Deadline: Monday, February 23.
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ITESM CCM
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Competitive Intelligence and Geo-economics

5.3 Internationalization project that meets a real problem in a specific

region or country in the world.
This document must include at least the following points:
Project Definition
1. Target
2. Extent
3. Executive Summary
4. Analysis of the industry and the factors that give the company a competitive
advantage
5. Analysis of the international environment of the industry and the region or
country in which the project will be developed. For this it is necessary to analyze
the competitive factors of the region or country in question, justify the decision
taken and evaluate the alternatives considered.
6. Analysis of trends and risks of the industry and the region or country selected.
7. Country risk analysis
8. Conclusions
Delivery Deadline: Monday, May 11

5.4 Presentation
You'll have 30 minutes to explain your project to your classmates and guests.
You can use all the resources you consider necessary for that purpose.
Starting date for final presentations: Monday, April 20.
It is OPTIONAL an INDIVIDUAL PRODUCT:

5.5 Reflection on Learning

Consists of a personal reflection of your learning process, explaining: How was
your relationship with your team and how was your participation, if it
accomplished the working plan, if the team was efficient in his work process,
what you learned and of POL during the sessions.
Delivery Deadline: Monday, May 4.

6. Learning Activities
1st Week. January 12 & 15
Schedule

In the Classroom

Outside the Classroom

Welcome, introduction and explanation of the

Manual review (I)
methodology (L)
Reading and understanding of the manual Reading 1: Competitive
(TW)
Intelligence
Clarification of doubts on the
Manual (L)

Participant

Reading 2: The Fundamentals

and History of Competitiveness

ITESM CCM
Manual

Competitive Intelligence and Geo-economics

Basic aspects of the course (L)

What is competitivity
intelligence?

and

competitive

2nd. Week. January 19 & 22

Schedule

In the Classroom

Outside the Classroom

Lectures 2. Competitivity: World
Economic Forum and Instutute
for Management Developments
rankings of Competitivity, World
Banks "Doing Business" (I)
(TE)
Search for informacin
regarding the industries,
companies or products to
research (TE)

Questions of previous session

How is competitivity measured? (L)

Team discussion on competitivity rankings

(TW)

3rd. Week. January 26 & 29

Schedule

In the Classroom

Outside the Classroom

Questions of previous session

Geo-economics:
economics (L)

Geopolitics

and

Lectures 3. Geo-economics (I)

Definition of the industry,
Geocompany and product to be
analized during the course (TE)

Assingment and final presentation on the

subject (TW, L)

4th. Week. February 5

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ITESM CCM
Manual

Competitive Intelligence and Geo-economics

Schedule

In the Classroom

Outside the Classroom

Questions of previous session

Lectures 4. Geo-economics (I)

Search for information
Globalization and Geo-economics. An overiew
regarding the industries,
of the Americas and the process of
companies or products selected
integration (L)
(TE)
Delivery of the working plan
(TE)
Assingment and final presentation on the
subject (TW, L)

5th. Week. February 9 & 12

Schedule

In the Classroom
Questions of previous session
Globalization
and
Geo-economics.
overview of Europa, Asia and Oceania (L)

Outside the Classroom

Lectures 5. Geo-economics (I)
Search for information
An regarding the industries,
companies or products selected
(TE)

Assingment and final presentation on the

subject (TW, L)

6th. Week. February 16

Schedule

In the Classroom
Exam

Outside the Classroom

Lectures for primer parcial (I)

7th. Week. February 23 & 26

Schedule

In the Classroom

Outside the Classroom

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ITESM CCM
Manual

Competitive Intelligence and Geo-economics

Lectures 6. Global Challenges

(TI)
Search for information and
Global trends. Mega trends and black swans analysis of the industries,
(L)
companies or products selected
(TE)
Review of exam results

Assingment and final presentation on the

subject (TW, L)

8th. Week. March 2 & 5

Schedule

In the Classroom

Outside the Classroom

Lectures 7. Global Challenges

(TI)
Search for information and
Global challenges. Water, environment and analysis of the industries,
sustentability (EP)
companies or products selected
(TE)
Questions of previous session

BREAK
Assingment and final presentation on the
subject (TW, L)

9th. Week. March 9 & 12

Schedule

In the Classroom
Questions of previous session

Risks in the international envirnment (L)

Outside the Classroom

Lectures 8. Risks of the
international environment (TI)
Search for information and
analysis of the industries,
companies or products selected
(TE)

Assingment and final presentation on the

subject (TW, L)
End of Session

10th. Week. March 19

Schedule

In the Classroom

Outside the Classroom

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ITESM CCM
Manual

Competitive Intelligence and Geo-economics

Questions of previous session

Country risk assessment (L)

Lectures 9. Country Risk

assessment (TI)
Search for information and
analysis of the industries,
companies or products selected
(TE)

Advice on the project

11th. Week. March 23 & 25

Schedule

In the Classroom
Questions of previous session

Outside the Classroom

Search for information and
analysis of the industries,
companies or products selected
(TE)

Foreign Direct Investment and Multinational

Companies (L)

Advice on the project

12th. Week. April 6 & 9

Schedule

In the Classroom

Outside the Classroom

Lectures for segundo parcial
(I)
Search for information and
analysis of the industries,
companies or products selected
(TE)

Exam

Demographic trends (EP)

Advice on the project

13th. Week. April 13 & 16

Schedule

In the Classroom

Outside the Classroom

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ITESM CCM
Manual

Competitive Intelligence and Geo-economics

Questions of previous session

Analysis of the industries,

companies or products selected
(TE)

Energy (L)

Advice on the project

14th. Week. April 20 & 23

Schedule

In the Classroom
Final presentations

Outside the Classroom

Analysis of the industries,
companies or products selected
and preparation of the final
report (TE)

15th. Week. April 27 & 30

Schedule

In the Classroom
Final presentations

Outside the Classroom

Analysis of the industries,
companies or products selected
and preparation of the final
report (TE)

16th. Week. May 4

Schedule

In the Classroom

Outside the Classroom

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Manual

Competitive Intelligence and Geo-economics

Final presentations

(L)
(TW)
(W)
(I)

Analysis of the industries,

companies or products selected
and preparation of the final
report (TE)

Lecture
Team work
Workshop
Individual activity

7. Learning environment
7.1 Teams
The group will be divided into teams of 5 or 6 students each (to the extent
possible given the selection of projects identified in section 4. General
Description).
Each team must select an industry, a company or a product. The project may
consist of a foreign direct investment, an export of a product or the analysis of
global trends in an industry or a particular product.
7.2 Advice
Advice will be conducted in person or via email, abrown@itesm.mx. It is
important to send a request for advice 24 hours in advance.
The days and hours for counseling are Tuesday and Wednesday from 11 to 13
hrs.
7.3 Classes and Workshops
The first sessions are mandatory, however, you are not required to attend to all
sessions (especially workshops directed towards certain regions or specific
topics), it is up to you if you want to invest that time on your project or dedicate
it to a class, and likewise, you decide if all the team members attended or just
some of them. Of course, you must meet the limit of faults set in the General
Regulations for Students.
7.4 Responsibilities
Each team is responsible for its group project. Each team member is also
responsible for sharing knowledge about his/her topic with other members of the
team. Tasks and functions should be assigned to each team member and it must
be a coordinator or leader of the team.
Each participant is responsible for his/her learning process and its individual
product.
For the purposes of this course, the instructor will participate with two roles:
As tutor, is responsible for giving advice to the team on the learning process.
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Manual

Competitive Intelligence and Geo-economics

As expert, is responsible for resolving specific questions about the project, for to
assessing the students and for approving or not each participant.

8. Support Resources
Readings provided by the teacher, databases, applications, etc.

9. Evaluation System
9.1 Evaluation of the learning process
The primer parcial and segundo parcial exams have a weighting of 50% of
the final grade (25% each).

9.2 Evaluation of group products

The grades of primer parcial and segundo parcial will correspond to the average
of the respective exams and the tasks and team reports been made during each
period.
The final project has a weighting of 50% to be divided as follows:
20% to the project presentation in group.
20% to the final document.
10% to peer assessment among members of each team.

9.3 Creative Challenge

This semester would be implemented a creative challenge that could count 10%
of the courses grade if this subject is selected to run that creative challenge. You
would be informed later on and all the instructions would be given to you
accordingly. The creative challenge will take place on 4, 5 and 6 of March.

9.4 Final Assesment

It includes all the evaluations during the learning process and the evaluation of
group and individual products.

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