What are Area-Driven Competencies?

Area-driven competencies offer research guidance for very specific or niche information needs (e.g., marketing). The following marketing-related competencies were identified through collaborative efforts between the Business Librarian and teaching faculty:

• Create effective marketing strategies including marketing mix, integrated marketing communications, services marketing and promotion marketing
• Conduct environmental scans, competitive analysis
• Understand market segmentation and target markets
• Understand product management including branding, brand equity, product development, product life cycle, positioning, and pricing strategies
• Knowledge of distribution channels and supply chain management
• Understand consumer behavior, customer service, and relationship marketing

The above hierarchies of competencies provide the framework for the Marketing Information Competence Website.