Customer & Competitive Intelligence

Practical approaches for understanding competitors and customers, finding potential disruptors and blue oceans

Our world is entering the fourth industrial revolution and its volatility, uncertainty, complexity and ambiguity. This brings new levels of uncertainty and risk to a business. But it also provides new business opportunities and chances. Seeing them early and clearly is a capability that is becoming increasingly important for the survival of organisations. The monitoring and understanding of developments and trends in the external environment is often led by marketing through its market research capability.

This course focuses on the external environment formed by competitors and customers – two groups marketers have to contend and deal with every day. Going from easy to hard, it teaches practical approaches to gain intelligence about and deep insights into external organisations to understand and assess their position, structure and plans. It concludes with a brief introduction into consumer research and how to summarise the findings.

Course details:

Date: 13 September 2017, Wednesday

Time: 9.00 am to 5.00 pm
(Registration starts at 8.45 am)

V E Hotel & Residence, Bangsar South City, No. 8, Jalan Kerinchi, 59200 Kuala Lumpur, Malaysia

Course fee:
USD 599 per person (on or before 13 August 2017) USD 799 per person (after 13 August 2017)

To register, please visit

* Under the Human Resources Development Fund (HRDF), registered employers can claim rebates for trainings conducted by an overseas trainer/ training provider. For more information, visit here.