How Two Top Universities are Preparing the Next Generation of Intelligence Analysts

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How Two Top Universities Are
Preparing the Next Generation of
Intelligence Analysts
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 27 April 2016
~ featuring ~
Shelly Freyn JP Ratajczak Dr. Tom Tao

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Shelly Freyn
Shelly Freyn is an assistant professor of business working for both the Ridge College of Intelligence Studies
and Applied Sciences at Mercyhurst University. She teaches competitive intelligence, marketing research
and various other marketing courses at both the undergraduate and graduate levels. She is co-adviser of
the student CI club and is also program director of the Business & Competitive Intelligence major, an
interdisciplinary major with course requirements from both business and intelligence departments. Prof.
Freyn brings 20 years of industry experience working for Fortune 100 companies along with some private
organizations. Currently, Prof. Freyn is a doctoral student focusing on marketing strategy at Anderson
University. In addition, she holds doctoral credits in marketing from Cleveland State University, where she
conducted research at CSU’s strategic business unit, working on projects ranging from alternative energy
sources for fuel cells to competitive analysis of the automotive parts industry.
Email: sfreyn@mercyhurst.edu
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Dr. Tom Tao
Dr. Qingjaio (Tom) Tao is Assistant Professor of Intelligence Analysis (IA) at James Madison University
(JMU) in Harrisonburg, Virginia. Tom received his Ph.D. in Strategic Management and International
Business from the University of Pittsburgh in 2004. He is a lead faculty member and teaches a wide range
of courses to undergraduate majors in JMU’s Intelligence Analysis (IA) program. His research on alliance
portfolio and competitive intelligence has been published in Strategic Management Journal and
Competitive Intelligence Review, among other journals. He was one of the pioneers in introducing the
concept of Competitive Intelligence into China at mid 1990s. He founded Madison Green Growth Group in
2011 to provide competitive intelligence consulting and training service to corporations in the U.S. and
China. He is also a senior advisor to Aurora WDC on Chinese market issues.
Email: taoqx@jmu.edu
at http://AuroraWDC.com.

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Ridge College of Intelligence Studies and Applied
Sciences at Mercyhurst University

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Mercyhurst’s Intelligence Studies Program
• Degrees offered
• Interdisciplinary approach
• Applied learning model
• After graduation

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Intelligence Studies (BA/MA)
• Liberal Arts core
• Generalist: Competitive Intelligence,
Law Enforcement Intel and National Security
Online Programs in Intelligence
• Applied Intelligence (MA)
• Certificate in Applied Intelligence
• New Business Analytics & Intelligence
Graduate Certificate
Mercyhurst’s Intelligence Studies Program

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Numerous majors/minors
• Business: Accounting,
Economics
Finance, Marketing
• Information Technology
• Political Science
• Language & Cultures: Asian,
Russian
• Public Health and Sciences
Honors 4+1 data science program
Compliments to the Intel Major

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Business & Competitive Intelligence degree (since 2009)
• Liberal Arts core
• Business core
Electives in Intel:
o Social Media Analysis
o Data Visualization
o Cyber Threat Analysis
o Financial Intelligence Analysis
o Geospatial Intelligence
Computer & Data analytics:
o Python
o R
o SPSS
o Programming courses
BCI: Different than a biz degree

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Communication
• Mastering
oral/verbal
presentations
• Multi media
venues
• Data visualization
DEGREE IN
COMMUNICATIONS
Research/Sourcing
• Numerous open
source research
techniques
• Primary
intelligence
DEGREE IN LIBRARY
SCIENCES/INFO
SCIENCES
Methods/Tools &
analysis
• Intel analysis
techniques
• Business
• National security
• Law enforcement
DEGREE IN SPECIFIC
DISCIPLINE
Data
Analytics
Liaison
The differentiating factor of
MU’s intel degrees

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Interdisciplinary approach
of the disciplines
• Examples with
business classes
Interdisciplinary approach

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Creating intelligence…

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PESTEL Analysis

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1st 2nd 3rd 4th 1st 2nd Score
Shift to fast-casual restaurants 9
Maintaining Corporate Social Responsibility 2
Competing social media campaigns from
competitors 12
Adapting to Apple Pay 6
Keeping up with technology innovations in
the restaurants 12
Ease of online pre-ordering 10
Attracting consumers during economic
downfall 15
Franchisee's monetary capabilities to
uphold the company's rigorous growth plan 15
Income of the consumers 10
Desire for organic foods 16
GMO Foods 16
Protecting the environment- Going Green 10
Upcoming Elections 4
Industry Regulations 12
Impact of overseas military tension 11
Price Competition 12
Advertising Battles 16
New products/service introduction 18
Low switching costs 16
Forcing higher quality 15
Product differentiation 12
Eating at home 10
Convenient stores 6
Alternative work spaces 12
Substitutes
CATEGORIES INDICATORS
Impacts on Panera Bread Company
PoliticalEnvironmentalEconomicalRivalryBuyers
Present2014 2015
SocialTechnological
Interdisciplinary approach: layering of models

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• Crisis Method
• War Gaming
• Games: stock market,
traditional and virtual
Applied Learning Model

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A note from the CEO’s office:
I am putting together a market update for our shareholders. I need to know the latest
trends of the pharma market and I need by 11:30am today!
• What pharmaceutical companies are performing the strongest on the stock
market and why? Give me the top 3 performers or so.
• Is there any word in the market of new drugs being introduced soon by our
competitors? Will they impact us?
• Finally, what do you think are some of the “hot buttons” or top issues in the
pharma market right now? M&As, R&D costs, new markets like Brazil,
regulatory?
Thank you as always for your top-notch analysis!
Ms. S.F., CEO
Crisis Method

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Company
2 leaders
Competitor #1
Team
Competitor
#2
Team
Competitor
#3
Team
Applied Learning Model

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Center for Intelligence Research, Analysis and Training
• Student teams (undergrad/grad) with a faculty advisor with topic
expertise
• Projects range from cyber monitoring, competitive analysis,
crowdfunding, start up market assessments, supply chain
initiatives, human trafficking monitoring and pharmacy research.
• 100 students in 2016
Applied Learning Model: CIRAT

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Clubs/Speaker series/Conferences
• CTRAC (Cyber Threat Research
Analysis Club)
• Competitive Intelligence & student
SCIP chapter
• INMM: Institute of Nuclear Materials
Management
• Law Enforcement
• National Security
Learning from experience

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Student research: Academic & practitioner
Master’s theses: Intel methodologies in Business
• Indicators and Warning Analytic Model for Cyber Security
Start-ups
• Geospatial Model for Higher Education Marketing
• Using Content Analysis to Identify Patterns of Fraud
• Social Marketing and Analysis: Comparing B2C to B2B
• Social Network Analysis for Forecasting Blockbuster
Teams

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After graduation…business alumni

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Thank you!
Contact Info:
Shelly Freyn, Assistant
Professor
Ridge College of
Intelligence Studies &
Applied Sciences
sfreyn@mercyhurst.edu

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Dr. Qingjiu (Tom) Tao, Ph.D.
Dr. Tim Walton, Ph.D.

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What Is Intelligence Analysis?
Evaluating data from all
sources to objectively
assess the significant
implications for
decision-making, in a
way that goes beyond
existing estimates of the
situation and its
significance.

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Brief History of IA at JMU
► Concept Initiation—2002
► Degree Program Approved in 2006
► Institute for National Security Analysis established in 2007-received
a special Congressional appropriation
► Recognized by DIA as a foundational school for its university based
Analytic Training Program
► Partnership with DEA and other agencies as well as private
enterprises.
► Host of International “Five Eyes Analytic Training Workshop”
► First class of students graduated in the spring of 2010.

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Major in “Intelligence Analysis”
Three-year program, leading to Bachelor
of Science degree
► Critical Thinking (methodical problem
solving)
► High technology (cyber, analytic
software, satellite imagery, drones,
etc.)
► Teamwork
► Oral and Written Communication
► Workplace professionalism
► The dual approach to analytic methods
and technological integration

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Recommended Minors
► Computer Science, especially
cyber security
► Geographic Science, especially
geospatial intelligence
► Language and area studies,
especially Arabic, Chinese, and
Persian
► Criminal Justice

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Project-Based Courses
► Labs for computer-related classes
► Practice in work analysts actually
do (research, writing in Intelligence
Community style, oral briefing)
► Competitive Simulation (War
Gaming)
► Internships, community outreach
► Real world projects with Global 100
multinational corporations.
► Not multiple choice, true/false, fill-
in-the blank tests!

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Where Do IA Students Impact the World?
Some Major Employers of Our Graduates

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Source: 2016 Senior Capstone Project, Abretski, Brown, Knarzer and To.
2016 Alumni Survey

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http://ia.jmu.edu or Google “intelligence analysis jmu”
For More Information

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Thank you!
Now how about a little Q&A?
Email: sfreyn@mercyhurst.edu
taoqx@jmu.edu
at http://AuroraWDC.com. See you next time!

How Two Top Universities are Preparing the Next Generation of Intelligence Analysts

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