AWARE» competitive and marketing intelligence courses look at all aspects of Competitive and Marketing Intelligence. Courses are customised with content tailored to be relevant to the client organization. Courses are interactive – and include practical exercises, examples and opportunities for in-depth discussion on the relevant concepts
Training Services
Our focus is on in-house workshops with a low per-delegate cost on a sliding scale, depending on numbers – for example, the cost per attendee with 15 attendees is under £220/€255/$300 per per person per day. . We’ve led workshops and classes globally and not just in the UK where we are headquartered. We also offer online options via Zoom or MS Teams.
We do not offer public training workshops except via partner organisations such as the Institute for Competitive Intelligence.
The exact content for all courses and workshops will be discussed with you to ensure relevance for your markets and industry. Custom workshops can also include war games to help evaluate likely competitor strategies and to assess company blindspots. Although most clients want us to support their competitive intelligence processes, we also support marketers looking for market opportunities, and journalists – especially in the use of open sources (OSINT) and AI for investigative research.
- Introduction to competitive intelligence – what it is, what is involved, basic techniques and establishing a competitive intelligence function.
- Competitive intelligence research – including using open sources (OSINT), human intelligence (HUMINT), obtaining information at trade shows and conferences, using social media sources for competitive intelligence and specialist research looking at patents, finances and more.
- Using AI (artificial intelligence) for competitive intelligence research and analysis. We cover best practice including how to prompt AI, how to verify gathered information, types of AI applications, and more.
- Competitive intelligence analysis – covering the range of analysis approaches from discovering meaning in financial reports, understanding industries, strengths and weakness assessments (SWOT analysis) to forecasting approaches, scenario planning and war gaming.
- Communicating and reporting gathered intelligence so it is used
- Marketing Research – including the use of surveys, quantitative, qualitative and observational research.
