Professional Development

Price includes refreshments, lunch and course materials.

Level: Advanced

Key issues:

Competitor intelligence is a fundamental part of strategic planning. It enables organisations to take better informed decisions about priorities & resource allocation. This course demonstrates the importance of robust competitor intelligence, outlines the necessary steps to analyse competitors rigorously and examines the implications for strategy.

The purpose of this course:

This course will help you determine competitive position, including sources of competitive advantages & disadvantages versus competitive set. It will also enable you to analyse the effectiveness of competitors’ current strategies and most importantly, their likely future strategies. As a result, organisations will be able to decide where best to compete & how best to compete (i.e. its priorities & allocation of resources).

Who this course is for:

Any marketer seeking to improve its organisation’s market and economic performance including those with specific competitor intelligence responsibilities

Benefits for your organisation:

Competitor intelligence is a necessity for all organisations. Without a competence in it, an organisation will waste resources (ie time, effort & cash) and underperform in terms of both market share & financial performance.

Benefits for you as an individual:

You will understand the necessity for rigorous & on-going competitor intelligence, establishing the key questions to ask and how to go about finding the answers. You will also learn what to do with the findings and insights.

You will learn how to:

• Tackle the process of building an informed and insightful dossier on each major competitor
• Find the information to help answer six key questions
• Use competitor gaming to fill in the gaps where information is not available
• Apply the learning and insights in order to improve market and economic performance

This course includes a hands-on competitor intelligence exercise.

Course content:

• Understanding why competitor intelligence is important
• Using a competitor intelligence process
• Identifying the six need-to-know questions
• Establishing key sources of information
• Understanding competitor gaming
• Applying the findings & insights

Pre and post learning support:

The most effective way for delegates to build a competence in competitor intelligence is to apply the learnings from the course to their main competitors in their own markets.

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework