An Intensive 5-day Training Course

Market and Competitive Intelligence Masterclass

Using Actionable Intelligence for Strategic Advantage

Course Introduction

This Sales & Marketing training Course on Market and Competitor Intelligence is designed to give marketing professionals the marketing tools they need to increase sales, get maximum return from marketing dollars, and strengthen customer loyalty. Market research describes what is occurring as it occurs, so you can react tactically. Market intelligence provides situational insight and interpretation, so that you can anticipate strategically. Competitive Intelligence allows you to gain insight into competitor’s strategies so as to gain a strategic edge on them.

This training course will help you gain familiarity with both fundamental and state-of-the-art market research design and analysis techniques and procedures. You'll learn how to identify the underlying business issues, design the research programme, collect the data, and analyze the results.

Simply stated, market and competitor intelligence utilizes multiple sources of information to create a broad picture of the company's existing market, customers, problems, competition, and growth potential for new products and services. The competitive advantages afforded by market intelligence are manifold and the risks of not investing in such data can be huge. The core learning objectives in this Sales & Marketing training course on Market and Competitor Intelligence will be especially beneficial for delegates who are responsible for planning sales and marketing initiatives to increase revenue growth.

This Oxford Management Centre training course will highlight:

  • Sources of market and Competitor information
  • Analytical tools and systems for building intelligence networks
  • Strategic positioning tools to apply learned intelligence optimally
  • Digital transformation approaches for disseminating and acting on intelligence


At the end of this Market and Competitive Intelligence Masterclass training course, you will be able to:

  • Understanding the power of market intelligence and how it incorporates marketing research
  • Quickly and accurately interpret your customer’s nonverbal communication
  • Conduct a Risk-Adjusted SWOT Analysis to identify business development opportunities
  • Analyze current market research trends and best practices
  • Differentiate among the many questionnaire design formats based on survey requirements
  • Use a suite of proven tools to understand data and create meaningful insights from them
  • Develop a marketing research and intelligence strategy to achieve marketing objectives

Training Methodology

This Oxford Sales & Marketing training Course on Market and Competitor Intelligence encourages delegate participation through a combination of lectures, group discussion, practical exercises, case studies, video clips, and breakout sessions designed to reinforce new skills.

Organisational Impact

The major benefits of this workshop include the ability to:

  • Maximize your brand’s value to realize a higher level of customer engagement
  • Develop an Integrated and streamlined marketing approach
  • Increased revenue growth from improved market research
  • Develop greater market penetration for products and services
  • Attain higher level of customer satisfaction
  • Develop an Integrated social media and traditional marketing approach

Personal Impact

Participants will gain the following significant benefits:  

  • Improved marketing and selling skills
  • Improved ability to implement and realise specific goals
  • Understanding of the concepts and procedures necessary to be an effective marketing researcher
  • Greater confidence as a marketing professional
  • Improved productivity and adherence to quality standards
  • Increased job satisfaction.

Who Should Attend?

This  training course on Market Research and Intelligence is for anyone who desires to expand their expertise in marketing best practices, policies and procedures. Delegates do not require any previous marketing experience to benefit from this training programme.

This Oxford Management Centre course is suitable to a wide range of professionals, but will greatly benefit:

  • Market Research / Intelligence Professionals
  • Customer Relationship Managers
  • Sales Managers
  • Brand Managers
  • Business Owners
  • Marketing Directors / Managers
  • Chief Marketing Officers
  • Marketing VPs

Course Outline

Day 1

Marketing to the “Voice of the Customer”

  • What Customers Expect from Your Organisation?
  • Benefits of Encouraging Customer Feedback
  • Listening and Questioning Skills Development
  • How to Give and Receive Constructive Customer Feedback
  • Interpreting Your Customer’s Nonverbal Communication Gestures
  • Marketing to the Four Customer “Buying Styles

Day 2

The Key Elements of Market Research and Intelligence

  • Difference between Market Research and Intelligence
  • Product Lifecycle
  • 4 Ps of the Marketing Mix
  • SWOT Analysis
  • Market Segmentation Strategies
  • Social Media Marketing Principles

Market Research Best Practices

  • Benefits of Market Research
  • Types of Market Research
  • Market Research best practices
  • Advantages and Disadvantages of Customer Focus Groups
  • Group Think

Day 3

Market and Competitive Intelligence Best Practices

  • Benefits of Market and Competitor Intelligence
  • Types of Market Intelligence
  • Types of Competitor Intelligence
  • Bench-marking the Competition  
  • Converting Data into Market Intelligence
  • Data Analysis to Identify Trends
  • Intelligence capture systems
  • How to Use Market Intelligence to Innovate More Effectively

Day 4

Customer-Focused Engagement Marketing Strategy

  • Best and Worst Customer Service Providers
  • Identifying Internal and External Customer Expectations
  • Customer Lifetime Value
  • Going the Extra Mile
  • Designing a Customer-focused Marketing Approach
  • Customer Service Recovery Techniques

Day 5

Putting Market Research Results into Action

  • Action Plan to Improve Marketing Effectiveness
  • Acting on Competitor Intelligence
  • Setting Marketing Goals for Continuous Improvement
  • Stakeholder Change Management Strategies
  • How to Turn Marketing Research into Action
  • Course Review and Assessment


Oxford Management Centre Certificate will be provided to delegates who successfully completed the training course.



In association with

GLOMACS Training & Consultancy

GLOMACS Training & Consultancy

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5 Days
Choose the date and location that suits you:
Classroom Sessions
06-10 May 2024
Fee: $5,950
Book your place
25-29 Nov 2024
Fee: $5,950
Book your place



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