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Next Session
Start Date:
Run On Demand
Duration : Two consecutive days
Times : 9am-5pm
Price : $1980.00
Presenter(s):
Babette Bensoussan
Location:
City/Haymarket Campus
Max. Enrolments: 30
Contact: Executive Development Telephone: (02) 9514 3504 Send Email

Competitive Intelligence

* This course may be conducted in-house and/or customised to your requirements. All prices are GST inclusive.

Competitive Intelligence is a vital ingredient in growing profitability and profit potential, enabling businesses to identify, diagnose and understand their performance across a variety of domains including an in-depth understanding of their competitors' intentions. It involves the collection, analysis, synthesis and dissemination of actionable information to provide a competitive edge and support organisational decision-making. Competitive Intelligence provides the tools to answer the strategic questions that decision-makers need to know.

This introductory competitive intelligence course explores both the processes and products of competitive intelligence. Processes include data mining, elicitation techniques, competitor analysis, psychological profiling, scenarios, industry analysis and other techniques. Products include intelligence briefings, competitor profiles, impact reports and executive briefings. Ethical and cultural issues in competitive intelligence will also be addressed. By transforming raw business data and information into actionable insights, CI supports informed and timely decision-making, providing strategic direction for organisations.

Program Objectives

This one day course aims to give participants the knowledge and skills to:

Understand the discipline and practice of competitive intelligence gathering, analysis and synthesis in a global business environment;
Identify and articulate the ways in which competitive intelligence can contribute to organisational success;
Identify opportunities and appropriate techniques to improve the efficiency and effectiveness of a corporation competitive intelligence capabilities;
Implement and manage competitive intelligence systems appropriate to a corporation and its competitive, legal and ethical environments.

Who Will Benefit?

This course is particularly useful for:

Professionals who have one year or less of experience performing CI activities
Professionals who perform CI as a secondary job function
Professionals keen to understand the basics of CI.

Program

Day One

What is Competitive Intelligence?
- CI process review
- the question, the need, the requirement
- CI framework

The data gathering process
- sources - the intelligence tree
- information versus intelligence
- the quality of information
- finding the information you need
- corporate sources
- understanding the data
- difficulties in gathering data

Analysis
- analytical methods
- the "Farout" system
- drawing conclusions

Case study

Day Two

Reporting and presenting intelligence
- using intranets
- CI software support tools

Case study
Defining a TARGET project
- priorities for the project
- establishing a CI project framework

Internal versus external resources
Where should CI be located?

About the Presenter - Babette Bensoussan BBus (UTS), MBA (Macq)

Babette Bensoussan is the Managing Director of The MindShifts Group, a company specialising in competitive intelligence, strategic planning and strategic marketing projects in the Australasian region. Since 1992, she has undertaken more than 300 projects and consulted to Global Fortune 500 companies and SME in strategic business and marketing planning, competitive intelligence, and strategic analysis.

Babette is the 2006 SCIP Meritorious Award Winner - internationally, the highest award and recognition in the field of Competitive Intelligence. She has taught Competitive Intelligence in undergraduate business and MBA programs both in Australia and overseas. Babette has completed Advanced Training for Competitive Intelligence Professionals at the Academy of Competitive Intelligence in the USA.

Entry Requirements

This open entry course has no pre-requisites specified.

Qualification/ Pathway

This discrete short course is not specifically linked to a UTS award course.

This training course may contribute to your CPD (Continuing Professional Development) requirements.

A certificate of attendance will be awarded on course completion.

Discounts

15% discount for three or more registrations from one company. Registrations must be received at the same time.
10% discount for UTS:Alumni members (membership is free).

Course fees include all notes, folder and catering (morning tea, lunch and afternoon tea).

How Do I Enrol?

Click on the Download Application Form at the top of this page.

Short Course Calendar

Run on demand.

If you would like more information about the short course unit please Click Here to visit their website.