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What is Competitive Intelligence - a brief guide

Strategy, Training, Research Services for Competitive & Marketing Intelligence

AWARE: UK competitive intelligence consultants offering competitor analysis and research services, competitive intelligence training & workshops and CI and marketing strategy consultancy.

About Us > Services > Competitive & Marketing Intelligence Training > Public Courses

About AWARE
Competitive & Marketing Intelligence
Public Training

AWARE's focus is on offering courses where all the content is directly relevant to particpants. This is achieved through our in-house training options.

Sometimes, however, customised training is not suitable - for instance where only one or two people need to learn about competitive intelligence. Quality training depends on group interactions, and working alongside others. In-house training won't be the best option if there is no group. Our one-to-one mentoring services is one solution. Another is public training - bringing together people from several companies.

In order to offer public training we work with both conference and training organisers and dedicated competitive intelligence training companies and industry groups. We have led courses and spoken at conferences organised by Frost & Sullivan, Marcus Evans, Kavaq and VIB Events. We also have led several workshops and conference sessions at SCIP Annual and European conferences as well as at local SCIP chapter meetings.

A more in-depth option is the Institute for Competitive Intelligence with courses covering all aspects of competitive intelligence training, leading to full certification and accreditation as a competitive intelligence professional.

Institute of Competitive Intelligence
UK Course Schedule

ICI holds regular public training in Europe, the USA and elsewhere. The next UK based ICI courses will take place during the Spring 2010 in central London.

If you register 40 days in advance, deduct 5% from total fees.

Book your place!

Further information on the Institute of Competitive Intelligence.

ICI's full training options are as follows:

#	Fundamental Workshops	Lecturer	<Date	Individual fee	Place
	Fundamental Certificate in Competitive Intelligence - FCCI"! workshops
ICI-1	Competitive Intelligence Basics Workshop	Michaeli	Nov 16-17, 2009	1090€ (790£, 1500$)	London (United Kingdom)
			Nov 23-24, 2009		Barcelona (Spain)
			Spring 2010		Jeddah (Saudi Arabia)
			Mar 1-2, 2010		London (United Kingdom)
			Jun 14-15, 2010		Mannheim (Germany)
ICI-2	Competitive Intelligence Projects	Michaeli	Jun 16, 2010	590€ (425£, 990$)	Mannheim (Germany)
ICI-3	CI Reporting	Michaeli	Aug 6, 2010	590€ (425£, 990$)	Mannheim (Germany)
ICI-4	CI Secondary Research	Weiss	Mar 23-24, 2010	1090€ (790£, 1790$)	London (United Kingdom)
ICI-4	CI Secondary Research	Weiss	Jun 17-18, 2010	1090€ (790£, 1790$)	Mannheim (Germany)
ICI-5	Primary Research (HUMINT)	Muth	Mar 4-5, 2010	1150€ (830£, 1890$)	London (United Kingdom)
ICI-5	Primary Research (HUMINT)	Muth	Aug 2-3, 2010	1150€ (830£, 1890$)	Mannheim (Germany)
ICI-6	Fundamental CI Analysis Methods	Michaeli	Nov 18-19, 2009	1090€ (790£, 1790$)	London (United Kingdom)
ICI-6	Fundamental CI Analysis Methods	Michaeli	Aug 4-5, 2010	1090€ (790£, 1790$)	Mannheim (Germany)
#	Advanced Workshops	Lecturer	Date	Individual fee	Place
	Certificate in Competitive intelligence Research workshops
ICI-25	Digital Intelligence	Prof. Grothe	TBD	590€ (425£, 990$)	Paris (France)
ICI-29	Text Mining and Document Management	Zanasi	Nov 27, 2009	590€ (425£, 990$)	Barcelona (Spain)
ICI-35	Patents as a Competitive Instrument	Motta	Nov 26, 2009	590€ (425£, 990$)	Barcelona (Spain)
	Certificate in Competitive Intelligence Analysis workshops
ICI-22	Scenario Techniques	Bill	Nov 10, 2009	590€ (425£, 990$)	Bad Nauheim (Germany)
ICI-23	Decision- /Risk- and Bayes Analysis	Michaeli	Mar 3, 2010	590€ (425£, 990$)	London (United Kingdom)
ICI-26	Psychology of Intelligence Analysis	Prof. Jörs	Autumn 2010	590€ (425£, 990$)	London (United Kingdom)
ICI-28	Financial Analysis	Murphy	Nov 25, 2009	590€ (425£, 990$)	Barcelona (Spain)
ICI-28	Financial Analysis	Murphy	Mar 22, 2010	590€ (425£, 990$)	London (United Kingdom)
ICI-32	Establishment and Operation of Early Warning Systems	Dr. Krampe	Nov 11, 2009	590€ (425£, 990$)	Bad Nauheim (Germany)
	Certificate in Competitive Intelligence Strategy workshops
ICI-21	Analysis of Competitor's Strategies	Michaeli	TBD	590€ (425£, 990$)	Paris (France)
ICI-30	Business War Gaming	Michaeli	TBD	590€ (425£, 990$)	London (United Kingdom)
ICI-31	Instruments of Strategic Market Analysis	Michaeli	Autumn 2010	590€ (425£, 990$)	London (United Kingdom)
ICI-33	Development and Implentation of Dynamic Competitive Strategies	Prof. Tovstiga	Spring 2011	1150€ (830£, 1890$)	London (United Kingdom)
	Certificate in Competitive Intelligence Management workshops
ICI-24	Design and Operation of an In-house CI Centre	Pfaffinger	Autumn 2010	(830£,1890$)	London (United Kingdom)
ICI-27	Competitive Technical Intelligence	Russow	Dec 15, 2009	590€ (425£, 990$)	Bad Nauheim (Germany)
ICI-34	Counter Intelligence - Protection against illegal Activities	McGonagle / Muth	Spring 2010	590€ (425£, 990$)	London (United Kingdom)
ICI-36	Information Warfare	Dr. Dombach	Spring 2010	590€ (425£, 990$)	London (United Kingdom)

Note: Invoices will be issued in the currency of the location s country according to this price list.

Prices are excl. VAT and subject to change.

To book an ICI course or workshop click here

Competitive Intelligence Training

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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.

Books - Strategic and Competitive Analysis

Recommended Book

Strategic and Competitive Analysis: Methods and Techniques for Analyzing Business -
Craig S. Fleisher & Babette Bensoussan
Buy UK £ or US$

Read our review of this book

This book provides an excellent review of the most common techniques of competitive and strategic analysis - giving instructions on how to use each technique, when to use it, and each technique's pros and cons.

The book should be on every strategic planner and competitor analyst's "must have" list and is essential reading for business studies and MBA students. The book covers all the main analysis techniques:

the Boston Box
financial analysis,
Porter Analysis,
Value Chain Analysis,
Blindspot analysis,
SWOT analysis,
PEST analysis

and many more.

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For more recommendations visit our book selection.

Our services in competitive intelligence research, competitor analysis and CI training will help you integrate and use competitive and marketing intelligence in your business, strategic and marketing planning processes. Whether you need research, advice or training, our mission is to support our clients so that they achieve their growth objectives.

For the best UK & European competitive intelligence and competitor analysis services, contact us today.

AWARE Phone numbers: 0845 430 9125 (International: +44 20 8954 9121). Fax: 0845 430 9126 (International: +44 20 8954 2102)

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Last page / site update: Friday, 12 March 2010

About AWARE Competitive & Marketing Intelligence Public Training

About AWARE
Competitive & Marketing Intelligence
Public Training