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SIM Professional Development

Customer & Competitor Intelligence : Enhancing Competitiveness

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The marketing war has escalated to an unprecedented level of intensity with 24/7 social media, endless new entrants and continually decreasing product differentiation. Learn to build intelligence measures to monitor customer, competitor and environmental shifts. Develop a sensitivity to building value for customer retention, identifying new markets and sustaining the competitive advantage to advance your company.

Benefits to You

Business Outcomes

Marketers will plan better strategies and make informed decisions to win customers through intelligence gathering and responsiveness to changes in customer preferences, competitor moves and environmental trends. You will also influence buying decisions by strategising influencers at each stage and improve customer satisfaction through evaluating five key areas of service marketing.

Learning Outcomes

Enhance intelligence activities to monitor customer, competitor and environmental changes

Strategise influencers at each stage of buying process to affect decisions positively

Build a competitive value framework to determine the gaps between your firm and competitors

Appraise service marketing to identify improvements for customer service

Plan short and long-term strategies to win customers and combat competitors

Programme Outline

Assessing Intelligence - Enhance market research, pre-empt threats and exploit opportunities

Analysing Competitors – Define current and future competitors, track customer’s choices and uses and analyse competitive strategic groups

Evaluating Competitor’s Strategy – Appraise competitive marketing mix and measure 5 Dimensions of Competitive Advantage

Auditing Customer Value – Assess 5 Levels of Customer Value and determine Competitive Value Gaps Tracking Buying Process – Determine contact points and strategise influencers

Enhancing Competitiveness – build a learning organisation and develop social capital

Who should attend

(Level 2) Supervisor, Executive, & Emerging Managers

(Level 3) New Managers

(Level 4) Managers


Dr. Mark Loo holds a PhD in Management (Marketing) as well as trainer certifications from US, Canada and UK where he earned certification in Sales Training and Field Sales Management. He has worked in sales and marketing positions in diverse industries including office automation, multilevel ma...
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