Powerful Market Intelligence

Who Should Attend

This programme is for managers and decision-makers involved or working directly or indirectly with market intelligence or strategic planning including professionals in the marketing area involved with market research, product managers, planning managers, business development managers and professionals involved with business performance and monitoring.

Benefits

The Powerful Market Intelligence programme provides a solid understanding of how to utilise the market intelligence approach and tools to develop an action plan for bridging market monitoring and competitor analysis to business strategy. You will also learn skills and techniques for gathering and analysing relevant data to achieve exceptional insights, and a new level of strategic thinking.

​This programme goes beyond traditional qualitative and quantitative research, and encompasses understanding a powerful collection of internal and external information, and using analytical techniques to evaluate that information. Market intelligence, done well, plays a key role in corporate decision-making. Becoming competent in the market intelligence area means that market researchers elevate their position and use a broad range of business consultative skills.

Learning Outcomes

• Understand the power of market intelligence (MI)
• How it incorporates marketing research
• Create intelligence teams and building an intelligence culture
• Develop market intelligence skills, and an MI toolbox
• Develop information plans
• Apply analytical tools and techniques
• Report the information in an effective fashion
• Concepts, techniques, tools and management processes
• Analyse business cases of MI in action
• Understand how to gather, analyse and report information
• Be capable of developing and implementing a MI plan
• Be capable of applying MI tools and techniques into business strategy
• Know the fundamentals of creating MI and strategic planning teams
• Advances in analytics strategy
• Data discovery, exploration and visualisation process (e.g. CRISP)
• Artificial intelligence
• Segmentation, targeting and positioning insight from MI
• Customer experience/management with MI
• Overcome issues of MI implementation and internal communications