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Competitive & Marketing Intelligence Training
Course Summaries
AWARE offers in-house training in all aspects of Competitive and Marketing Intelligence - ranging from the basics to advanced analysis. All courses are customised - so that attendees learn what is relevant for them and their industry.
Courses are offered as stand-alone options but they can all also be combined. When courses are combined, we adapt each course to ensure that material common over more than one course is not duplicated. We can also customise courses, mixing and matching elements as required. In addition, our Building a Competitive Intelligence Function service combines elements from several courses and services and is aimed at helping companies that are starting up a new competitive intelligence process within their organization.
Click here to return to an overview of our general approach to competitive & marketing intelligence training or contact us for more details on any of our training courses and workshops.
AWARE Training Courses & Workshops
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Quick Tip
Quick Tip: Deadly Sins
The Seven Deadly Business Sins
1) Greed - Are you satisfied with what you've achieved or are you always seeking more, and never consolidating and strengthening what you currently have?
2) Opinion - Do you ever dismiss ideas without analysis? There have been many opportunities that were missed because opinionated management failed to see the wider picture.
3) Routine - Just because something worked in the past does not mean that it will continue to work in the future.
4) Emotion - Is the reason for your decision based on analysis, or emotion? Many managers are driven by their fears and desires without ever stopping to justify the reason for their fear or hatred or love. Often these prove to be unjustified and unjustifiable.
5) Ego - Do you make decisions because you are the cleverest, the biggest, the market leader? Are you obsessed with your own image and abilities? Many leaders in the past also thought that they were invincible. A quick look at history shows that they were not!
6) Success - Over-confidence is dangerous and can blind you to competitors seeking to emulate your success.
7) Hope - Can you justify your reasons why things will improve, or are you just burying your head in the sand, and refusing to see reality?
These seven deadly business sins are based on some work by Ben Gilad, one of the foremost Competitive Intelligence experts. Businesses need to understand their blindspots - what they would rather not see, and work to remove them. Each of these seven sins is a type of blindspot if it dominates the thinking within the company. It's OK to have each to a certain degree, balanced by the others. (All businesses need to believe in themselves, have hope, aim to make money....). The problem is when one aspect starts to govern the way things are done in the company, preventing rational and logical thought.
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Books - Competitors (Fahey)
Recommended Book

Competitors: Outwitting, Outmanoeuvring, and Outperforming
Liam Fahey
Buy UK £ or US$
Read our review of this book
Competitors shows you how to determine what you need to know about competitors, analyse competitor strategy, predict likely next moves and link this into your own operations, avoiding many errors associated with traditional approaches.
Liam Fahey is one of the leading new thinkers on Competitive Strategy and this book introduces Fahey's concept of "competitor learning", giving guidelines for identifying and analysing key competitor data to help gain strategic insights. An important book - that should sit on any CI analyst's bookshelf.
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For more recommendations visit our book selection.
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