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High-Tech Marketing

Course Number: BU479

Subject: Business

Key Resources for the High-Tech Project

Top Pick Databases:


Industry reports that include an industry outlook, an overview of the competitive landscape and key statistics. Search by keyword and limit to geography: Canada or U.S.


Company information contained in this database typically includes a list of brand names associated with the company. Select the "Major Products and Services" link to see a list of major brands associated with a chosen company.


Provides business intelligence on companies, countries, industries, and consumers. This includes some reports on technology themes. This includes category reports on consumer electronics, and ISIC reports (see Industrial subtab under the Economies main tab) on some technology/computing related sectors in Canada specifically. The consumers section of the database also contains data on consumer trends related to IT themes.

S&P NetAdvantage

Comprised of detailed surveys for over 50 U.S. industries. Coverage includes industry trends and a guide to analyzing companies in each industry. To access> Click on the "Industries" tab at the top of the screen and select your industry from the drop down menu or use the drop down menu under "Quick Links – Recently Updated Industry Surveys" from the main page.

CIRC’s Associations Canada

Canada's Information Resource Centre (CIRC) provides a listing of Canadian Associations. Associations can provide detailed information on their respective industry. N.B. Be sure to uncheck all databases, with the exception of Associations Canada.

Article databases:

Using articles you can search Brand related themes for each section of your Brand Audit assignment

ABI/Inform Trade & Industry

Contains trade and industry articles covering market trends, products, and companies

CBCA Complete

Includes articles from Canadian journals, magazines, and news resources

Business Source Complete

Provides business articles, case studies, industry reports, and market research data


Provides access to newspapers and other popular articles from an international perspective. Excellent Branding Resource

Business Premium Collection

Provides access to key business journals

Key websites: Industry | Marketing | Technology


Contains Canadian industry statistics

Market Research World

A UK based online portal that offers a number of online resources including reports and articles related to market research. Includes global coverage but with a strong emphasis on Europe. To locate market research articles and reports see the menu and select “Market Research Findings”, “Library of Research Articles”, or “Market Research News”.


Nielsen is a global information and measurement company that provides market research related reports. Coverage includes over 100 countries. When searching for relevant reports select “Insights” from up-top and then use the tool-bar on the left to narrow your results. Alternatively, you can enter in keywords into the search bar located at the top-right to locate relevant results. Most reports are available for free immediately, while others can be requested free of charge.

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Last Updated: October 3, 2023 10:55am