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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: Questions
Quick Tip
A key competitive intelligence skill is the ability to distinguish what you do know from what you don't know. The effort is then to find out sources for the unknown information - as the great English writer, Dr Samuel Johnson said:
Knowledge is of two kinds. We know a subject ourselves, or we know where we can find information upon it.
Unfortunately even with the knowledge there can be problems. Lewis Branscomb - the US physicist and Harvard management professor once said:
People rarely distinguish among data, information, knowledge, and wisdom. But they are as different from each other and as interlocking as starch molecules, flour, bread, and the flavorful memory of a superb morning croissant.
The aim of competitive & marketing intelligence is to turn data into something that can lead to competitive advantage in the same way that your morning croissant or loaf of bread depends on flour and water interacting to make something that is more than just a mixture of the raw ingredients.
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