Competitive Intelligence in Digital Marketing Training Course
Course Overview
| Course Title | Competitive Intelligence in Digital Marketing Training Course |
| Organization | Tech For Development (T4D) |
| Venue | Tech For Development (T4D) Training Center along Tala Road, Runda, Nairobi |
| Duration | 10 days |
| Target Industries |
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| Target Job Roles |
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| Course Fees (Face-to-Face) | USD 2,200/KES 150,000 (Exclusive of VAT) |
| Course Fees (Virtual) | |
| Training Modes | Virtual and face-to-face training |
| Payment | Payment should be made to the Tech For Development (T4D) bank account on or before the start of the course |
| Accreditation | Tech For Development Certificate of Course Completion |
Course Overview
This course teaches a systematic process for gathering, analyzing, and leveraging intelligence on competitors' digital marketing activities. Participants will learn to identify threats and opportunities to gain a sustainable competitive advantage.
Course Duration
10 Days
Target Audience
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Competitive Intelligence Analysts
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Marketing Strategists and Planners
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Business Development Managers
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Product Marketers and Researchers
Personal Impact
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Develop a strategic skill set for monitoring the competitive landscape
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Learn to provide early warning signals and inform strategic decisions
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Acquire techniques for ethical competitive intelligence gathering
Organizational Impact
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Make proactive rather than reactive strategic moves
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Anticipate market shifts and competitive threats
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Better position products and marketing messages against competitors
Course Objectives
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Define a framework for systematic competitive analysis
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Identify key intelligence topics (KITs) and questions
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Master tools and techniques for monitoring competitors' digital footprint
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Analyze competitors' strategy, messaging, SEO, content, and advertising
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Develop counter-strategies and identify market whitespace
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Create effective intelligence reports and dissemination processes
Course Modules
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Competitive intelligence frameworks
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Ethical guidelines and legal considerations
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Case Study: How Coca-Cola and PepsiCo monitor each other's digital campaigns
Module 2: Identifying Intelligence Needs & Setting Up Monitoring
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Defining key intelligence questions
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Setting up monitoring systems and alerts
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Real-Life Project: Create a monitoring plan for a key competitor
Module 3: Monitoring Digital Presence: SEO & Content Analysis
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SEO analysis tools and techniques
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Content strategy reverse engineering
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Case Study: Analyzing a competitor's content marketing strategy
Module 4: Social Media Intelligence & Listening
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Social media monitoring tools
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Analyzing engagement and community strategy
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Real-Life Project: Perform a social media audit of a competitor
Module 5: Analyzing Paid Media & Advertising Strategies
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Ad intelligence tools and techniques
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Estimating ad spend and strategy
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Case Study: Using tools to reverse-engineer a competitor's PPC strategy
Module 6: Technology Stack Analysis
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Identifying marketing and analytics technologies
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Assessing technology capabilities and gaps
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Real-Life Project: Map a competitor's marketing technology stack
Module 7: Financial & Performance Analysis
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Analyzing financial indicators of marketing health
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Estimating market share and performance
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Case Study: Estimating a competitor's customer acquisition costs
Module 8: Synthesizing Intelligence & Strategic Implications
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Intelligence synthesis techniques
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Strategic implication analysis
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Real-Life Project: Create a SWOT analysis based on gathered intelligence
Module 9: Reporting, Dissemination & Building an Early Warning System
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Intelligence reporting frameworks
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Early warning system development
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Case Study: Develop a competitive intelligence briefing for leadership
Module 10: Counter-Intelligence & Building a CI Program
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Protecting your own digital intelligence
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Building a sustainable CI function
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Real-Life Project: Present a plan for building a CI program at your organization
Course Administration
Methodology
Instructor-led sessions use a blended learning approach combining presentations, guided practical exercises, web-based tutorials, and group work, delivered by seasoned industry experts. All facilitation and course materials are in English, so participants should be reasonably proficient in the language.
Accreditation
Upon successful completion of this training, participants will be issued a Tech For Development Certificate of Course Completion certified by the National Industrial Training Authority (NITA).
Training Venue
The training will be held at the Tech For Development Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
Accommodation & Airport Transfer
Arranged upon request.For reservations contact the Training Officer:
Email: [email protected]
Phone: (+254) 790 824 179
Tailor-Made
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our T4D Training Centre or at a convenient location.
Payment
Payment should be transferred to the T4D account through a bank on or before the start of the course. Send proof of payment to [email protected].
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