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 |
| 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) | TBA |
| 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
This instructor-led training course is delivered using a blended learning approach comprising presentations, guided practical sessions, web-based tutorials, and group work.
Accreditation
Participants will receive a Tech For Development Certificate of Course Completion.
Training Venue
Held at the Tech For Development Training Centre.
Accommodation & Airport Transfer
Arranged upon request.
Email: letstalk@techfordevelopment.com
Phone: (+254) 790 824 179
Tailor-Made
Customised training available.
Payment
Send proof of payment to letstalk@techfordevelopment.com.
