Market Intelligence: Data Analysis and Reporting Techniques

Course Overview

Market Intelligence (MI) is a modern technique to use market knowledge in a systematic and effective way so that organizations can make firm and informed decisions. This process initiates with collecting the data from within the organization and outside. Different sources are used to collect the information such as primary and secondary sources. At mature stages, data is analyzed using the quantitative and qualitative techniques. After comprehensive examination, informed decisions are made based on knowledge and trends of the industry.

The appropriate data collection about market trends forms the basis of survival and success of organizations. Therefore, the use of market intelligence is increasing, as organizations are beginning to reap the benefits accruing from it. Organizations are using it at all levels, thereby creating a climate where organizational thinking is being transformed into ‘intelligence’ and everyone in their individual capacity is contributing to its creation. Considering MI as a process, this course is designed to provide comprehensive and in-depth knowledge about market intelligence. Participants will be familiarized with state-of-the-art tools, techniques, and processes of MI, and will be exposed to the best practices, benchmarks, and case studies of MI.

Course Objectives

After the completion of the course, participants will be able to:

  • Know what is market intelligence and its importance to businesses
  • Identify the different processes of collecting appropriate and pertinent information
  • Understand how to analyze and process information
  • Develop information collection strategy, plans and instruments
  • Access, crystallize and use information available in data warehouse
  • Become proficient in using tools and techniques like data mining, data visualization, information analysis and selection
  • Develop intelligence teams
  • Acquire the necessary report writing and presentation skills in order to present a holistic view of the organization’s market situation
  • Develop competencies needed to make informed decisions

Course Content

  • The art and science of market intelligence
  • Managerial perspective of market intelligence (MI)
  • Establishing and directing a MI function in an organization
  • Identifying all the interested parties and their information needs
  • Viewing MI as a process comprising of:
  • Identification of Information needs and sources
  • Digging into information to segregate pertinent information
  • Comprehending all the tools and techniques used in an effective MI system
  • Converting available information into intelligence which is practical and can be implemented
  • Management of legal, ethical and other Issues in MI

Course Methodology

The training is going to be highly interactive combination of lectures, group discussions, questionnaires, individual reflections, role plays, simulations and videos.

  • Target Audience
  • Senior Executives
  • Marketing Executives
  • Product Managers
  • Professionals Involved in any form of business intelligence

Duration

2 Days (08:30–14:30) with appropriate breaks for tea/refreshments and lunch.

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