Publication date : 04/19/2024
Course : Implement effective competitive intelligence
Practical course - 2d
- 14h00 - Ref. VCU
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 | Identify the different types of monitoring |
| Designing a research plan |
| Use field and documentary tools to gather information |
| Implement monitoring and analysis tools |
| Use information to optimize your competitive positioning |
Intended audience
Marketing managers, product managers, marketing research managers, market intelligence managers, sales managers.
Prerequisites
No special knowledge required.
Practical details
Hands-on work
Theoretical input, exchange of best practices, practical exercises and case studies.
Course schedule
1 Definition and type of watch
- Definition of business intelligence.
- The advantages, disadvantages and limits of monitoring.
- Monitoring types and strategies. Competition, regulations, trends. Active/passive.
- Definition of the shortlist of competitors.
Exercise
Definition of competitor typology and operational implementation in a given sector.
2 Defining the research plan
- Monitoring topics: price lists, catalogs, locations...
- Players to watch: Porter's five forces analysis.
- Definition of information requirements.
- Sources to activate: internal/external.
- Collection players and tools.
- Types of information processing.
- Playback formats and transmission modes.
Exercise
Design a research plan based on a case study.
3 Field monitoring tools
- Buying competitors' products.
- Visits to sales outlets, factories and administrative offices.
- Monitoring patent applications.
- Subscribe to competitor newsletters.
- Customer and supplier interviews.
- Mystery shopping.
Exercise
Design of an interview guide.
4 Documentary watch tools and Web monitoring
- Building up a repository (websites, blogs, forums).
- The use of search engines.
- Freelance companies.
- Subscriptions: press, newsletters, RSS feeds...
- Site vacuums.
- Tools for managing bookmarks and monitoring web pages.
- Abstracting and text mining tools.
- Content distribution platforms.
- Information mapping tools.
- Specialized global intelligence software: based on artificial intelligence, machine learning...
Exercise
Identification of websites that can be used to define a corporate repository, and presentation of a content distribution platform.
5 Enhancing the value of the information gathered through monitoring
- Classifying information: strong/weak signals.
- Notes of amazement.
- SWOT by competitor.
- Competitive positioning mappings.
- Strategic group analysis.
- Comparison tables and criteria.
Exercise
Construction of structuring dimensions for company mapping and positioning.
Customer reviews
4,6 / 5
Customer reviews are based on end-of-course evaluations. The score is calculated from all evaluations within the past year. Only reviews with a textual comment are displayed.
THIBAUT B.
26/05/25
5 / 5
Past experience in support of pepis
ANNABEL P.
20/02/25
5 / 5
Very interesting course with a wealth of content. The information presented is very informative and comprehensive. Many tools can be used to develop in-house skills. Florence took the time to answer all the questions clearly and easily drew parallels with each trainee's own company.
PARTICIPANTS
Marketing managers, product managers, marketing research managers, market intelligence managers, sales managers.
PREREQUISITES
No special knowledge required.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Marketing managers, product managers, marketing research managers, market intelligence managers, sales managers.
PREREQUISITES
No special knowledge required.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
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