Competitive Intelligence Master Class Course is a program structured to equip participants with tools to collate, analyze,

August 25, 2021
5 days


PLOT 14,Odeniran close,Off Opebi,Oregun Link Bridge,Opebi Ikeja,Lagos   View map


Competitive Intelligence Master Class Course is a program structured to equip participants with tools to collate, analyze, and apply information about products, domain constituents, customers, and competitors for short term and long term strategic planning needs of an organization.

Organizations and organizational units increasingly employ competitive intelligence (CI) to support decision- making, management, and to build and sustain competitive advantages. As the formal practice of CI has grown in adoption and sophistication, information professionals are often charged with intelligence-related responsibilities. This course examines competitive intelligence models, functions, & practices; the roles of information professionals in CI, and the management of CI. Discussion and practice topics include: intelligence ethical & legal considerations; identifying intelligence needs; intelligence project management, research methods, analysis, production, and dissemination; the uses of intelligence; intelligence sources and tools; managing the intelligence function; and the evolution of CI. A working knowledge of print and electronic business information sources is recommended.


What you will Gain:

  • Participants would be able to develop capabilities to execute complex cross
  • knotting analyses and synthesis, Generating veritable intelligence, Resolving and capping, Due Diligence spawning decision drivers ,Navigating intelligence streams in other to produce superlative capabilities and performance for rapid and sustainable
  • growth and expansion.
  • Gain competitive advantage Enhances strategic planning and positioning
  • Become conversant in competitive intelligence,strategic,and corporate/organization terms and concepts.
  • Develop more in-depth knowledge of and anticipate issues impacting organizational effectiveness and competitiveness.
  • Develop an awareness of issues and trends in the field of competitive intelligence, including research, analysis, and process management.
  • Know how to take advantage of opportunities for information professionals in the field of competitive intelligence.
  • Know the range of competitive intelligence tools & services; as well as how to evaluate,select,and use them effectively.
  • Gain familiarity with competitive intelligence-related projects and deliverables.
  • Identify and apply professional tools, news, and resources to gain awareness and build upon skills.
  • Learn how to protect an organizations’ competitive and knowledge assets from internal and external threats.
  • Elevate problem solving through targeted analysis.

Course Objectives and Learning Outcomes

This course is designed to achieve the following Student Learning Outcomes:

  • Demonstrate knowledge of print and electronic information retrieval procedures.
  • Analyze, synthesize, and communicate information and knowledge in a variety of formats.
  • Recognize existing and potential problems in a workplace and devise strategies to resolve them.
  • Demonstrate leadership abilities.
  • Analyze information problems and develop solutions, drawing from a wide range of information technology tools and practices.

Course Outlines

CI Introduction: CI history, purpose, & value; roles of information & intelligence professionals; ethical & legal considerations

The Intelligence Process: purpose, functions, applications

Understanding & defining intelligence needs

Intelligence planning & project management

Intelligence research: published source collection

Intelligence research: human source collection

Packaging & delivering intelligence products

Intelligence analysis
Strategic and Competitive Intelligence
Psychology of Intelligence Analysis

The Intelligence Program and projects

Knowledge management in intelligence

Defensive intelligence

Intelligence Sources & Collection Techniques

1. Learn the difference between data, information and intelligence and how they apply to your business?

2. Understand the Economic Espionage Act (EEA) and the legal and ethical information-gathering limits your organization must know?

3. Know how to better use the Internet for gathering and locating intelligence?

4. Use creative or unusual sources for determining competitive costs, operational or strategic intelligence?

5. Apply specialized interviewing techniques for acquiring pinpoint information — even from senior managers?

6. Gather trade show or conference intelligence in the most effective manner?

7. Know the fundamentals of building an on-going intelligence program for your company?

8. Write a business plan for an intelligence process?

9. Learn the best-in-class intelligence software packages for your company — as well as the ones to avoid?

10. Identify and apply the most effective ways to motivate your entire organization to gather and communicate intelligence?

Competitive Benchmarking & Tactical Analysis

1. Identify the most, and least, important competitive threats for your company or business unit?

2. Know how to anticipate your rival’s strategic direction and which direction it might be taking?

3. Know the most “intelligence-rich” moment to monitor a rival’s movements in the market?

4. Focus on the core issues surrounding a competitor — and eliminate time-wasting analysis?

5. Learn the principles of analyzing a company’s financials and cost of operations?

6. Uncover the operating costs of a privately-held company or subsidiary operation?

7. Anticipate a company’s strategy based on analyzing that firm’s senior management?

8. Forecast a rival’s long-term moves in the market?

9. Predict and identify predator companies that may enter your market?

10. Know how to deliver intelligence to management in a way that will speed up decision making?

Competitive Blindspots


1. Understand the major forces affecting the performance of your industry?

2. Track early trends that will change the performance of your industry?

3. Predict where the industry is going?

4. Predict competitors’ moves?

5. Assess competitors’ responses to your firm’s moves?

6. Understand your company’s position relative to competitors?

7. Identify and alert management where your company’s strategy is wrong?

8. Identify where your competitors’ strategies are wrong?

9. Develop a framework that will direct and organize a continuous collection effort (in addition to answering management questions)?

10. Support senior executives with insightful analysis?

Cross-Competitor Analysis

1. Track and assess more than 5 competitors at once?

2. Understand competitors that are very different?

3. Track an industry that is in transition?

4. Make sense of foreign competitors?

5. Analyze competitors that are subsidiaries of larger holding companies?

6. Learn to work with minimal available data?

7. Understand change? Rapid change? The effect of growth?

8. Integrate consumer/customer behavior into your analysis?

9. Forecast industry structure several years into the future?

10. Simplify the analysis of large numbers of companies?

Creating and Running a World Class Intelligence Operation

1. Does your management understand and use your intelligence capabilites?

2. Do you have a method/process for identifying management’s intelligence needs?

3. Does your current intelligence organization/process meet your company’s needs?

4. Do you believe it takes a formal organization to produce efffective intelligence?

5. Do you have adequate resources, i.e., people and money, to run an effective intelligence operation?

6. Does the individual running your intelligence function have the necessary experience and skills?

7. Does your organization have a formal set of “Legal & Ethical Guidelines” ?

8. Do you believe you are producing truly “actionable” intelligence? Do you know what the three key elements are to doing so?

9. Should the intelligence organization’s function/output be evaluated?

If so, should the evaluation be done on a financial basis?

10. Do you believe/know whether your major competitors are running CI operations against your company? Have they been successful?

Anticipating Disruptions- Scenario Analysis Tools and Techniques

Manage uncertainty in an extended time horizon?
Identify cognitive biases and how they can influence your perception of business situations?
Use techniques to frame and enhance executive receptivity to CI communications?
Apply modeling techniques to forecast demand for new technologies and/or products?
Identify strategic drivers that can create business disruptions in the extended future?
Generate scenarios regarding uncertain yet plausible alternative futures?
Enhance early warning systems with key indicators to alert management that disruptions are brewing?
Craft competitive strategy for leveraging disruptions into opportunities for advantage?
Understand how competitors may fair in disruptive environments?
Identify what type of capabilities the organization needs to develop now to respond to future disruptions?

War Gaming: Theory & Practice

1. Predict your competitors’ strategies and actions for the next year?

2. Predict industry evolution path for the next 1-3 years?

3. Learn to develop creative strategic options and think like an entrepreneurial company?

4. Update executive participants (during a management retreat) with the latest developments in your competitive arena and the resulting implications to your company’s future?

5. Assess the competitive environment before the strategic planning cycle begins?

6. Identify your company’s strategy weaknesses?

7. Learn to track competition in emerging industries?

8. Shift management’s attention to an external focus?

9. Introduce competitive thinking into marketing, research, and business development plans?

10. Assess your rivals’ technological, commercial strategies, as well as your customers’ future directions?

Value Chain Analysis

1. Estimate cost positions among various rivals in your market?

2. Understand how and why different industry players present – and can sustain – large differences in profitability?

3. Determine the actual strategic differences in value chain activities between your company and its rivals?

4. Deliver more precision in your strategic competitive assessments, offering more “hard” financial and performance models on competitors, customers, suppliers, and acquisition targets?

5. Produce relative cost analysis for your company and its rivals?

6. Understand the precise nature and sources of competitive advantage in your industry?

7. Alert management to threats regarding your company’s competitive advantage against competitors’ performance improvements?

8. Prepare recommendations to management on your company’s competitive positioning?

9. Improve your overall effectiveness in your competitive assessments?

10. End analytical confusion and debate over why a particular rival possesses competitive advantage?

Who should attend?

CEO, Directors,Entrepreneurs, senior management executives, competitive intelligence (CI) directors and other key executives.
Competitive Intelligence Professionals

Information Professionals

Companies investigating expanding into new markets with new products or acquisitions

Technology Development Professionals

Marketing Professionals


State and municipality economic development professionals researching industries and companies they are recruiting

College marketing classes and job hunters learning more about an industry