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Using Actionable Intelligence for Strategic Advantage



This Sales & Marketing Training Course on Market and Competitor Intelligence is designed to give marketing professionals the marketing tools they need to increase sales, get maximum return from marketing dollars, and strengthen customer loyalty. Market research describes what is occurring as it occurs, so you can react tactically. Market intelligence provides situational insight and interpretation, so that you can anticipate strategically. Competitive Intelligence allows you to gain insight into competitors strategies so as to gain a strategic edge on them.

This Training course will help you gain familiarity with both fundamental and state-of-the-art market research design and analysis techniques and procedures. You’ll learn how to identify the underlying business issues, design the research programme, collect the data, and analyze the results.

Simply stated, market and competitor intelligence utilizes multiple sources of information to create a broad picture of the company’s existing market, customers, problems, competition, and growth potential for new products and services. The competitive advantages afforded by market intelligence are manifold and the risks of not investing in such data can be huge. The core learning objectives in this Sales & Marketing Training course on Market and Competitor Intelligence will be especially beneficial for delegates who are responsible for planning sales and marketing initiatives to increase revenue growth.

This DOLPHINS Training course will highlight:

  • Sources of market and Competitor information
  • Analytical tools and systems for building intelligence networks
  • Strategic positioning tools to apply learned intelligence optimally
  • Digital transformation approaches for disseminating and acting on intelligence


At the end of this Market and Competitive Intelligence Masterclass Training course, you will be able to:

  • Understanding the power of market intelligence and how it incorporates marketing research
  • Quickly and accurately interpret your customers nonverbal communication
  • Conduct a Risk-Adjusted SWOT Analysis to identify business development opportunities
  • Analyze current market research trends and best practices
  • Differentiate among the many questionnaire design formats based on survey requirements
  • Use a suite of proven tools to understand data and create meaningful insights from them
  • Develop a marketing research and intelligence strategy to achieve marketing objectives

Training Methodology

This Training course will utilize a variety of proven learning techniques to ensure maximum understanding, comprehension, retention of the information presented.

Organisational Impact

The major benefits of this workshop include the ability to:

  • Maximize your brands value to realize a higher level of customer engagement
  • Develop an Integrated and streamlined marketing approach
  • Increased revenue growth from improved market research
  • Develop greater market penetration for products and services
  • Attain higher level of customer satisfaction
  • Develop an Integrated social media and traditional marketing approach

Personal Impact

Participants will gain the following significant benefits:

  • Improved marketing and selling skills
  • Improved ability to implement and realize specific goals
  • Understanding of the concepts and procedures necessary to be an effective marketing researcher
  • Greater confidence as a marketing professional
  • Improved productivity and adherence to quality standards
  • Increased job satisfaction.

Who Should Attend?

ThisTraining course on Market Research and Intelligence is for anyone who desires to expand their expertise in marketing best practices, policies and procedures. Delegates do not require any previous marketing experience to benefit from this Training course.

This DOLPHINS course is suitable to a wide range of professionals, but will greatly benefit:

  • Market Research / Intelligence Professionals
  • Customer Relationship Managers
  • Sales Managers
  • Brand Managers
  • Business Owners
  • Marketing Directors / Managers
  • Chief Marketing Officers
  • Marketing VPs

Course Outline


Marketing to the Voice of the Customer

  • What Customers Expect from Your Organisation?
  • Benefits of Encouraging Customer Feedback
  • Listening and Questioning Skills Development
  • How to Give and Receive Constructive Customer Feedback
  • Interpreting Your Customers Nonverbal Communication Gestures
  • Marketing to the Four CustomerBuying Styles


The Key Elements of Market Research and Intelligence

  • Difference between Market Research and Intelligence
  • Product Lifecycle
  • 4 Ps of the Marketing Mix
  • SWOT Analysis
  • Market Segmentation Strategies
  • Social Media Marketing Principles

Market Research Best Practices

  • Benefits of Market Research
  • Types of Market Research
  • Market Research best practices
  • Advantages and Disadvantages of Customer Focus Groups
  • Group Think


Market and Competitive Intelligence Best Practices

  • Benefits of Market and Competitor Intelligence
  • Types of Market Intelligence
  • Types of Competitor Intelligence
  • Bench-marking the Competition
  • Converting Data into Market Intelligence
  • Data Analysis to Identify Trends
  • Intelligence capture systems
  • How to Use Market Intelligence to Innovate More Effectively


Customer-Focused Engagement Marketing Strategy

  • Best and Worst Customer Service Providers
  • Identifying Internal and External Customer Expectations
  • Customer Lifetime Value
  • Going the Extra Mile
  • Designing a Customer-focused Marketing Approach
  • Customer Service Recovery Techniques


Putting Market Research Results into Action

  • Action Plan to Improve Marketing Effectiveness
  • Acting on Competitor Intelligence
  • Setting Marketing Goals for Continuous Improvement
  • Stakeholder Change Management Strategies
  • How to Turn Marketing Research into Action
  • Course Review and Assessment


Dolphins Group - Book Now


Dolphins Training & Consultants ltd

View Park Towers ,10th Fl ,Utalii Lane & L584-off UN Avenue, Gigiri.
P O Box 27859 00100 Nairobi, Kenya Tel +254-20-2211362/4/5 or 2211382

Cell:+254-700 086 219 / +254-712 636 404

Your No.1 Corporate Training Partner DIT No./ 711


We push the human race forward and so do you.. Unleash Your True Potential.!