Training Course Description / Outline
Competitive Intelligence Training: Implementing a Competitive Intelligence System offers the student an overview of what competitive intelligence (CI) entails, and how to develop and implement a CI system in an organization. The training program covers in detail the benefits of having CI in an organization, as well as the steps of the CI process. It also covers the types of CI systems and how to select one.
Learn To
Identify the benefits of competitive intelligence.
Identify available sources of information.
Follow steps of the competitive intelligence process.
Follow steps of the process for selecting a competitive intelligence system.
Sequence the steps of the process for implementing a competitive intelligence system.
Training Audience
The target audience for this training program is managers and executives who are interested in learning more about how they can influence the strategic goals of their organization.
Total Training Time
2 to 4 hours
Training Objectives
Unit 1: Competitive Intelligence (CI) Basics (0.5 - 2 hours)
Identify the benefits of competitive intelligence.
In a meeting, incorporate into the discussion comments about the benefits of competitive intelligence.
Identify the benefits of international competitive intelligence.
In a meeting, incorporate into the discussion comments about the benefits of international competitive intelligence.
Simulation Overview:
In this simulation you will meet with Susan Darnell and Dean Kramer. Both are Project Managers and members of Icon's centralized Buying Center. Susan, the newest member of the management staff, knows very little about Competitive Intelligence while Dean, a seasoned veteran, is skeptical of Competitive Intelligence's applicable uses to Icon. Your goal is to thoroughly explain CI to Susan and outline the benefits CI has to offer to Dean who believes Competitive Intelligence is simply another name for Marketing Research. After this goal is accomplished, you will articulate the benefits of International CI to both managers.
Unit 2: The Competitive Intelligence (CI) Process (0.5 - 1 hour)
Identify the three essential components of the CI process.
Identify available sources of information.
In a meeting, incorporate into the discussion comments about available sources of information.
Sequence the steps of the competitive intelligence process.
Follow steps of the competitive intelligence process.
Simulation Overview:
In this simulation, you will meet with Carla Eckles and Charles Parker to work through the competitive intelligence process. Both individuals are familiar with competitive intelligence, but neither of the two has ever completed a project using the actual system. With your knowledge of CI, you will guide both managers as the three of you research one of Icon's rival companies, CreativeLabs. Circulating rumors reveal CreativeLabs is about to release a software design tool that could seriously affect the marketability of Icon's own software. Your goal is to gain sufficient information about CreativeLabs's software, DM6, by correctly following the CI process. A successful meeting will entail properly gathering information about CreativeLabs so that Icon can develop a counter strategy.
Unit 3: Competitive Intelligence (CI) Systems (1 hour)
Identify the three basic types of competitive intelligence systems.
Explain types of competitive intelligence systems.
Sequence the steps of the process for selecting a competitive intelligence system.
Follow steps of the process for selecting a competitive intelligence system.
Sequence the steps of the process for implementing a competitive intelligence system.
Simulation Overview:
In this simulation you will meet with Drew Canfield, CEO of Icon, David Morris, Project Manager, and Carolyn Harris, Internal Accounts Manager, to discuss using CI on future research projects. Drew is familiar with your work using CI in the past and is already impressed. He is curious about CI's applicability to future projects. With the help of David and Carolyn you must outline the different types of CI systems and how one would go about choosing the most effective way to use Competitive Intelligence. Your goal is to convince Drew Canfield that CI is the best choice for Icon's project management team. Success will entail his agreement to continue to use CI for future research projects.
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