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Competitive Intelligence Certified | Masters +
Introduction [20 mins]
Pre-course survey
How to get the most out of this course (1:24)
Course pack
Resource library
The evolution of competitive intelligence (2:27)
How CI impacts business strategy (5:29)
CI and the customer journey (4:03)
Ethical and legal considerations (5:21)
Key takeaways (1:16)
Exam
Time to reflect
Building a CI program [66 mins]
The competitive intelligence cycle (5:21)
How to build a CI program from scratch (4:27)
Measuring your program’s success (3:10)
Building your program on a budget (3:31)
Common pitfalls to avoid (5:49)
Key takeaways (2:12)
Exam
Time to reflect
[Bonus footage] Starting from scratch: A blueprint for launching your competitive intelligence program - Dropbox | Salsify | Playtika | AbbVie (42:33)
[Fireside chat] Clare Brunvand, Competitive Intelligence Lead and Growth Product Marketing @ SurveyMonkey
Data collection and analysis [55 mins]
Social listening (3:43)
Web research (4:50)
Win/loss (2:55)
Conducting win/loss analysis (7:09)
AI in CI (1:39)
Key takeaways (1:39)
Exam
Time to reflect
[Bonus footage] Using win-loss analysis to fuel your competitive strategy and increase win rates against your top competitors - Clozd (31:54)
Market understanding and positioning [20 mins]
Market mapping (3:58)
Competitive positioning (7:27)
Business wargaming (4:04)
The VARS framework (2:31)
Key takeaways (1:10)
Exam
Time to reflect
How CI serves different stakeholders [96 mins]
Sales (4:57)
Customer success (2:53)
Marketing (4:58)
Product, design, and engineering (3:59)
Leadership (3:23)
Overcoming resistance to change (2:14)
Coursework (1:01)
Key takeaways (1:33)
Congratulations (0:39)
Exam
Time to reflect
[Bonus footage] Elevate Your Impact; How marketers can use competitive intelligence to supercharge their strategy - Adobe | Intuit | Evalueserve (49:05)
[Bonus footage] Bringing competitive insights upstream in the product development process - Alex McDonnell, Director of Product Marketing and CI at Airtable (21:56)
[Fireside Chat] Janani Rangarajan, Senior Product Marketing Manager @ Uniphore
Wrap up [10 mins]
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Conducting win/loss analysis
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