Future dates to be announced. Please contact us for more information.
PM Society Member Cost: £495
(£594 inc. VAT)
Non-PM Society-Member Cost: £580
(£696 inc. VAT)
Understanding the Competition
For information about this module please call 01403 264898
“Understanding the Competition” is a half-day module focused on a structured framework for competitor assessment (defining competitive framework, setting benchmarks and interpreting competitor performance).
- The purpose of Competitor Assessment
- Who are your key competitors?
- What is Competitive Advantage in the marketing context?
- Competitor Intelligence – what it is and how to find it?
- Have an understanding of what the purpose of Competitor Assessment is and why it is critical in the decision-making process
- How to identify who your key competitors are and develop a competitor assessment flow
- Understand the process used to evaluate and select key competitors and the analytic techniques that should be employed
- Understand what Competitive Advantage is, where it comes from and how to identify the drivers of success
- Understand the role of Competitive Intelligence (CI) and how to apply it to competitor assessment analysis
- How to apply various Elicitation Techniques to help obtain information from unlikely sources
- Be able to turn this intelligence and assessment into actionable strategies
It would be expected that after attendance at the “Understanding the Competition” Module the delegates would be able to have a clear understanding of what the purpose of Competitor Assessment is and how critical it is in the decision-making process. It will encourage the delegates to use their new knowledge and skill and turn it into actionable strategies immediately.