301-Competitive Intelligence, Competitor Benchmarking and Mystery Shopping

Course Category:

• Core course
• This course is required for members wishing to write the Comprehensive Marketing Research Exam (CMRE)

Instructor(s):

• David Lithwick, MBA

Essentials of Competitive Intelligence, Benchmarking, Market Opportunity Assessments and Mystery Shopping - A Complete Training Workshop for First Time Users

In our current economic climate, competitive edge has never been more important for survival. Companies have to maintain and even increase revenues despite shrinking budgets and layoffs.

Whether you need competitive intelligence to counter a competitive threat, benchmark industry leaders to learn about their best practices, arm your sales team with intelligence to win the sale or conduct a mystery shop to identify gaps in your sales and service delivery, this full day, fast paced workshop will provide you with the tools and templates to do so.

With 25 years providing intelligence support to business leaders including Bell Mobility, Canada Post, CIBC, Home Depot, Pepsi, Petro-Canada, Pfizer, Toronto Dominion and Union Gas, the instructor delivers a workshop that is loaded with real life examples and easy to follow.

You will also:

• Be contacted by the instructor prior to the workshop for any questions or issues you would like to discuss during the workshop.
• Participate in discussion groups, mini-cases and a quiz to learn how the concepts and techniques can be easily applied the day after you finish the course.
• Receive a follow up email 2 weeks after the workshop answering any questions that you had during the workshop that we did not have time to address.

Basics - what is CI, applications, best practices, ethics, sources (primary , secondary, internet), gathering intelligence on private companies, planning your first CI study, how to leverage your marketing research skills to maximize your CI output, tips on conducting CI interviews, developing your network of sources, analyzing and interpreting raw data, using financial ratios to pinpoint your competitor‘s strengths and weaknesses, reconstructing competitive sales messages, producing actionable CI reports, conducting accuracy checks, incorporating templates to streamline your efforts, predicting competitor threats, war gaming and developing strategies to counter these threats

Managing Your CI Program - developing your CI plan, tips for setting up your CI program, pros and cons of CI software, recruiting colleagues to collect CI, do's and don'ts of outsourcing CI, managing your client’s needs, defensive CI (eliminating information leaks within your own company and preventing competitors from gathering intelligence on your own company), putting together a CI newsletter and evaluating the effectiveness of your CI program

Special Applications - mystery shopping, competitor benchmarking, using CI to assess new market opportunities and Marketing CSI

Recommended Prerequisites

For the table of Core course prerequisites, please click here.

Suggested Audience

	Members seeking CMRP designation				Client-Side Researcher		Research Supplier
	Little or no exposure		Less than 2 years experience		2-8 years experience		8+ years experience

Multi Course Bundle Savings

Multi course bundle savings will apply when more than 1 course is purchased by an individual in the same online transaction in the MRIA Portal:

2 courses = 10% off
3 to 5 courses = 15% off
6 or more courses = 20% off

NEW: An online test is now implemented for this course
 
MRIA will be implementing an online test for each Core course.
 
These tests are mandatory for anyone working towards their CMRP designation, or for those who wish to receive a certificate of completion.
 
All details pertaining to the applicable test will be provided during class. For more information about online tests click here.

Course Materials

You will be given a comprehensive workbook that allows you to follow along, engage in mini cases and keep notes in one convenient location. The workbook includes a copy of the slides and hand out material (e.g., articles, helpful internet sources, tips on researching private companies, etc.). You will also receive an electronic copy of the presentation.

"I was amazed at how much I learned from the workshop."

“Before the workshop I knew little about mystery shopping. I have since set up a shopping program for my company which we rely on to maintain our service excellence. “

"What impressed me is the way David broke down CI concepts into easy to follow steps."

"I really enjoyed the mini cases. It put theory into practice."

"David's use of examples was very helpful. It made it easier to relate to/understand the course topics."

"David was very enthusiastic and knowledgeable."

"Excellent supplemental material."

"David created a comfortable environment for learning and sharing information."

• Course Length: 1 Day
• Check-in: 8:30 am
• Classes: 9 am - 5 pm
• Lunch will be provided
• For terms and conditions, click here

The venue address will be sent to you as part of your course registration confirmation.

*Plus applicable taxes

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.