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How to analyse and outmanoeuvrethe competitionOverview Competitor insight is a critical component ofstrategic planning. It enables an organisation totake better informed decisions about its prioritiesand resource allocation. This course providesdelegates with a methodology for evaluating theeffectiveness of its competitors' strategies,identifying sources of competitive advantage anddisadvantage, and determining how best tooptimise its strategy. Benefits to you and your company You will understand the necessity for rigorous andon-going competitor intelligence, the keyquestions to ask, how to go about finding answersand how to apply the findings and insights.Acting on robust competitor insights is anecessity for all organisations. Without acompetence in it, an organisation risks wastingresources (ie. time, effort and cash), andunderachieving in terms of both market shareand financial performance.Who this course is forAny marketer seeking to improve market andeconomic performance including those withspecific responsibilities for competitor insight.What you will learn ßHow to tackle the process of building aninsightful dossier on your competitors.ßFind the information to help answer six criticalcompetitor insight questions.ßUse competitor gaming to fill in the gapswhere information is not available.ßApply the findings and insights in order tooptimise market and economic performance.Learning approachInteractive discussion and presentation in themorning followed by group work in the afternoonto execute a competitor insight exercise.Creating Advantagefrom Competitor Insight Book 47Insights and Innovation7 CPD hoursCoursecode0953Level FoundationDuration1 dayVenues and datesLondon201105December201206February09JulyPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßFundamentals of Strategic Marketing (p31) actionable insight14 CPD hoursCoursecode0427Level AdvancedDuration2 daysVenues and datesMoor Hall, Berkshire201101-02September201218-19January09-10May09-10OctoberResidentialPrice£1,425+ VATCIM Member price£1,282+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,325+ VATCIM Member price£1,192+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßFrom Market Insight toMarketing Strategy (p48) Drawing insight from market information requiresa deep understanding of customers' attitudesand consumer behaviour. This course focuses oninformation requirements, data collection optionsand how to ensure required information isavailable and accessible for business decisions. Benefits to you and your company The delegate will learn to identify the keyinformation needed and develop a structuredapproach to harness and deliver the informationrequired by management.Customer insight is essential for successful NPD,market positioning, market development andcompetitive strategy. By understanding the typeof information needed, how it can be collectedand how then to use it, the organisation candevelop a customer focused marketing strategy.Who this course is forThis course is intended for those who areresponsible for the collection and disseminationof market information to management, ensuringthat information needs can be met on a regular,and planned, basis. You are likely to be already ina marketing function, although may be new tomarket research and/or marketing information.What you will learn ßUnderstand the meaning of customer insight.ßReview existing information available internallyand externally.ßUnderstand customer needs, monitorcustomer satisfaction, measure companyperformance.ßPlan a market survey and select appropriatemethodologies.ßUse the customer database to develop insight.ßAnalyse qualitative and quantitative research.ßUse market information as part of the planning process.Learning approachThe training will include specific exercises todevelop a research brief and to use surveyoutput to draw conclusions. Extracts from somewebinars are used to illustrate practical examplesof applications and methodologies.Research-basedMarket InsightResidential option

Applying insights to marketinformation to attract, keep and growcustomers profitably14 CPD hoursCoursecode0060Level MasterclassDuration2 days Venues and datesMoor Hall, Berkshire201115-16September201208-09March06-07SeptemberResidentialPrice£1,815+ VATCIM Member price£1,633+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,715+ VATCIM Member price£1,543+ VATWhat's includedTuition, course materials,lunch and Suntook,BSc(Econ), MBA, FCIMFarrokh runs aconsultancy to helporganisations developtheir business through a deeper understandingof their markets. This is done by applyingapproaches providinginsights into how themarketplace reallymakes decisions. Farrokh has also written a book: 'The StakeholderBalance Sheet: Profiting from ReallyUnderstanding YourMarket'. Much of thethinking behind hisbook is applied to this course.From Market Insight to Marketing Strategy Develop creative and originalstrategic choices on demand14 CPD hoursCoursecode0536Level MasterclasssDuration2 daysVenues and datesMoor Hall, Berkshire201108-09September08-09December201223-24April12-13NovemberResidentialPrice£1,815+ VATCIM Member price£1,633+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,715+ VATCIM Member price£1,543+ VATWhat's includedTuition, course materials,lunch and ReidStephen Reid deliversbespoke innovation,leadership and strategy work with large internationalorganisations. Stephenhas lived and worked in several countries and ran successfuloperations to managingdirector level. Overview Higher performance, especially during times ofuncertainty requires original thinking in order toinnovate and take the strategic lead. This course isideal for marketers aiming for success bysignificantly enhancing their ability to thinkstrategically, create innovative ideas and get themimplemented. Over 3500 people have alreadygained original thinking skills from thisaccomplished author and practitioner.Benefits to you and your company This hands-on masterclass is designed totransfer executive level thinking and decisionmaking skills to help you thrive under increasinglydemanding and uncertain conditions. You willtake back to your organisation the ability todevelop a wider range of creative and strategicactionable options.Organisations thrive or fail based on the quality,depth and breadth of their decision making. Getstrategy, imagination and implementation rightand success will follow. This workshop ensuresyour managers and executives are ready todeliver on these vital business success factors.Who this course is forPeople who want to improve their original thinkingskills and their strategic level decision makingabilities. It will be particularly useful for anymanager making a transition from a tactical to astrategic role. Prior strategic planning experienceis not required.What you will learn ßConfidently generate pragmatic creative ideasand strategic choices on demand.ßEmploy alternative thinking tools when facedwith complex issues. ßAccess to a variety of strategic templates.ßTurn your ideas into reality in the workplace.ßUnderstand strategic contexts and limitationsof certainty. ßUnderstand how levels of certainty canmotivate or hinder decision making.ßAppreciate the value of ambiguity, uncertaintyand error.ßDemonstrate your strategic awareness and thelonger term viability of your ideas.ßUnderstand alternative perceptions and howpeople think.ßGain insights into how understanding otherscan help you get things done.ßDeal with selected implementation issues.Learning approachThis workshop is highly interactive. All learning isactivity-led, and is underpinned by tried andtested models and theory. Delegates can try outsmart new original and strategic thinking tools ina safe, experimental environment and can beginto address their real-life business issues within aknowledgable peer group.Strategic and CreativeThinking SkillsInsights and Innovation48Training bookings and advice +44 (0)1628 427200Residential optionResidential optionOverview The course will show what organisations need tolook out for to truly understand, and thereforeinfluence, the behaviour of customers and otherstakeholders. It will show ways in whichorganisations can harness such insights in order togrow their business profitably.Benefits to you and your company You will be armed with ideas about: the keyquestions to raise about your market and yourorganisation's position in it; and how marketinformation should be analysed and interpretedso as to enhance your organisation's businessperformance. You will leave with action checkliststo implement within your organisation. The course will reveal tools to help yourorganisation differentiate itself from the competition,make best use of its marketing resources andstrengthen its brand and customer loyalty. Who this course is for The course is both for 'specialists' in market-related functions (marketing/sales, marketresearch, etc) and for 'generalists' occupying amore general management/strategic functionwho wish to assess their organisation'sperformance as market-sensitive enterprises. There are no specific pre-requisites, since thecourse is intended to be practical rather thantechnical, intuitively understandable, and relevant to any business person focused onmarket performance. What you will learn ßView the market more laterally and understandit in greater depth than a surface interpretationof market responses would allow.ßApply approaches and tools enabling you togain better market insights.ßSee how different pieces of market informationcan be brought together to enable freshinsights to be gleaned.ßTake into account all the key elements that needto be considered to help your organisationachieve profitable business growth.ßHarness market information to maximise itsrelevance to your organisation's businessperformance. ßAssess the impact of the actions taken by yourorganisation on the perceptions of customersand other stakeholders, and thereby modifythem so as to enhance business performance. Learning approachßThe course will be informal and interactive,participants being encouraged to askquestions and talk about their own experience as each day progresses.ßIt will be task orientated, small tasks being set as each session is conducted.ßThe focus will be on a way of thinking ratherthan on 'right' or 'wrong' answers.