Market Intelligence for Business Development

Overview:

Unlock new avenues for growth and gain a competitive edge with strategic market intelligence. This intensive short course equips you with the essential skills to effectively gather, analyse, and interpret market information. You will learn practical techniques to identify emerging market trends, gain insights into competitor strategies, deeply understand customer needs, and uncover untapped opportunities to fuel successful business development initiatives.

Course Intent

This course equips participants with the skills to gather, analyse, and interpret market information to inform strategic business development decisions. Participants will learn techniques for identifying market trends, understanding competitor activities, assessing customer needs, and uncovering new opportunities for growth. The course emphasizes practical application of market intelligence tools and frameworks to drive informed business development strategies.

Who Should Take This Course?

  1. Business development managers

  2. Sales professionals

  3. Marketing analysts

  4. Strategists

  5. Entrepreneurs

  6. Anyone responsible for identifying and pursuing new business opportunities.

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Course Content

Module 1: Foundations of Market Intelligence for Growth

  • Understanding the role and importance of market intelligence in business development.
  • Defining key market intelligence concepts and terminology.
  • Exploring different types of market intelligence and their applications.
  • Establishing clear objectives for market intelligence gathering.
  • Ethical considerations and best practices in market intelligence.
  • The relationship between market intelligence and strategic decision-making.

Module 2: Identifying and Analysing Market Trends

  • Techniques for identifying emerging market trends and disruptions.
  • Utilizing various sources for trend identification (e.g., industry reports, publications, social media).
  • Analysing trend data to understand potential impact and opportunities.
  • Forecasting future market developments and their implications for business.
  • Identifying macro-environmental factors influencing market trends (PESTLE analysis).
  • Applying trend analysis frameworks to inform business development strategies.

Module 3: Understanding Competitor Activities and Strategies

  • Identifying key competitors and their market positioning.
  • Gathering intelligence on competitor products, pricing, marketing, and sales strategies.
  • Analysing competitor strengths, weaknesses, opportunities, and threats (SWOT analysis).
  • Monitoring competitor activities and anticipating their future moves.
  • Utilizing competitive intelligence tools and resources.
  • Benchmarking your performance against competitors to identify areas for improvement and differentiation.

Module 4: Deeply Understanding Customer Needs and Behaviours

  • Techniques for gathering customer insights (surveys, interviews, focus groups, online analytics).
  • Analysing customer demographics, psychographics, and buying behaviours.
  • Identifying unmet customer needs and pain points.
  • Understanding the customer decision-making process.
  • Utilizing customer relationship management (CRM) data for intelligence gathering.
  • Segmenting the market based on customer needs and preferences.

Module 5: Uncovering and Evaluating New Business Opportunities

  • Methods for identifying potential new markets, customer segments, and product/service opportunities.
  • Evaluating the attractiveness and feasibility of new opportunities.
  • Conducting market sizing and forecasting for new ventures.
  • Assessing the competitive landscape for potential new opportunities.
  • Utilizing frameworks for opportunity evaluation (e.g., Porter’s Five Forces).

Module 6: Practical Application of Market Intelligence Tools and Frameworks

  • Overview of various market intelligence tools and platforms (e.g., databases, analytics software).
  • Applying frameworks for organizing and analysing market data
  • Developing practical strategies for synthesizing and presenting market intelligence findings.
  • Communicating market insights effectively to inform business development decisions.
  • Creating actionable recommendations based on market intelligence analysis.
  • Integrating market intelligence into the ongoing business development process.

For registration details, contact Us:

Email: admissions@sec.africa

WhatsApp: +267 71673370