Certificate Programs

CERTIFICATE PROGRAMS

INSTITUTE FOR COMPETITIVE INTELLIGENCE

All Certificates Remote Available!

Excellence in Competitive Intelligence Theory and Practice

CERTIFICATE PROGRAMS INSTITUTE FOR COMPETITIVE INTELLIGENCE

Excellence in Competitive Intelligence Theory and Practice WELCOME Need for More Organizational Flexibility TO Shortening Innovation Cycles THE Increased Demand for Sustainability INSTITUTE Dynamic Competitive Strategies Increased Rivalry FOR Globalization COMPETITIVE Corporate Foresight INTELLIGENCE Disruptive Events

All of these trends have an increas- ing influence upon which companies are successful and which companies remain on course.

New strategies, approaches, and You will also benefit from our many tools are required in order to better years of training experience and the manage this complexity. Compe- teaching excellence of our faculty titive intelligence is the key to busi- team! ness success! This brochure provides an initial Competitive/market intelligence overview of our offering. Do not hesi- is a comparably young (manage- tate to contact us with any ques- ment) discipline that provides deci- tions you may have — we will be sion makers with a range of con- happy to advise you on which cours- cepts, theories, and above all sup- es are most suitable for you and port for making decisions. how to get the best value out of our training! On the ICI certificate program you will learn how to use these methods, practices, and approaches efficiently. You will also learn how to suc- cessfully plan and execute competitive intelligence projects and implement the necessary processes within your company.

Practical examples, working on case studies, and exchanging experience with peers and experts from academia and practice all contribute towards your learning success on this intensive certificate program! In our unique learning environment, Rainer Michaeli we will prepare you for the major challenges in market and compe- Director titor observation. Institute for Competitive Intelligence 2 Need for More Organizational Flexibility WHY SHOULD YOU STUDY ON OUR COMPETITIVE Increased Demand for Sustainability INTELLIGENCE CERTIFICATE PROGRAM?

Globalization Competitive/market Intelligence is rarely taught at universities or business schools and is a difficult subject to learn through self-study or through a trial and error approach. Disruptive Events CI is technically based upon different disciplines (e.g. market research, knowledge management, and psychology) as well as application-oriented knowledge gained through practical experience. Therefore the Body of Knowledge (BOK) for competitive intelligence is unique and challenging as it focuses on a wide range of areas and skills. The competitive intelligence procedure is often compared with What is Competitive Intelligence? medical activity. On the one hand, a successful doctor needs a high degree of basic biological and phar- «Competitive Intelligence» (CI) can be described as a sys- maceutical knowledge for example, tematic process of information retrieval and analysis, in and on the other hand must have which fragmented (raw) information on markets, competitors, extensive experience of treatments and be highly skilled. Only by achie- and technologies can be transformed into a vivid under- ving excellence in all of these areas, standing of the corporate environment for the decision maker. are high-quality results expected. Market intelligence is used synonymously. Topics are The ICI educational program was usually future-oriented statements on competitive posi- designed with this specific goal in tioning, intentions, and strategies. mind: We train practitioners who wish to gain the application expe- Obviously, intelligence is of immediate particular importance rience required to achieve compe- for tasks concerning strategy or corporate development. In titive intelligence excellence, based numerous other corporate divisions, knowledge of com- upon sound expert knowledge. petitive/market intelligence can also be used to support The challenging program tactical decisions. developed by the ICI accommodates the flexibility that is required by its professional participants. Your training success is achieved through a combination of physical attendance at workshops, home study, and by applying what you have learned to your own work environment. Take part in our internationally recognized certificate program and gain a valuable, sustainable qualification proving your competences and skills! 3 12 REASONS TO JOIN OUR CERTIFICATE PROGRAMS

1 2 3 UNCOMPROMISED CASE STUDY ALUMNI NETWORK QUALITY AND METHODOLOGY OFFERS Become part of the unique PRACTICAL APPLICATION PRACTICAL RELEVANCE network of ICI alumni. Join All our modules are linked Through our case study meth- our ICI LinkedIn Group, where in terms of their content and odology, find out about a members share experience are continually reviewed by wide range of sectors and and benefit from networking an international advisory board solution approaches in real- opportunities. This alumni to make sure they are rele- life situations. Some of these network contains exclusive vant and up-to-date. You will case studies have been devel- information on current CI top- be given detailed workshop oped by the ICI, while others ics as well as a discussion documentation, work tem- come from leading business forum. plates, checklists, and read- schools and universities. ing lists that make it easier for you to directly apply the methods you have learned to your everyday working life. Thousands of satisfied participants have taken part in the ICI workshops over the last ten years.

4 4 5 6 UNIQUE LEARNING FLEXIBILITY CERTIFICATION ENVIRONMENT You decide when to attend All ICI certificates meet the Proprietary learning methods, which course. In the first internationally recognized interactive workshops, role instance you might start by standards of the Body of play, tasks for preparation choosing to attend individual Knowledge (BOK) of Strategic and follow up (assignments), courses according to your and Competitive Intelligence computer simulations, group availability and decide to Professionals (SCIP). Our work, and supervised prepa- obtain certifiсation at a later certificates are accredited ration of a case study (for point in time. All courses are as university degrees CPCI participants only) guar- independent, and as such are including credit points (CPs) antee an intensive and di- valuable assets in their own according to the ECTS verse learning environment right. (European Credit Transfer for typical CI issues. and Accumulation System).

7 8 9 INTERNATIONAL MANAGEABLE UP-TO-DATE The ICI offers all its work- WORKSHOP SIZES COURSE CONTENTS shops in English and German, The maximum number of par- The ICI operates an interna- The international case ticipants for each workshop tional Competitive Intelli- studies are in English. is limited to 15. This way we gence Research Center (CIRC), Choose which workshops you can ensure that the discus- which makes sure that the wish to attend, where, when, sions are intense. course contents remain and in which language! In up-to-date and relevant by addition to your specialist taking part in research pro- training, you will also gain jects and organizing confe- valuable international rences. We consider our- experience and inter- selves to be the “think tank“ cultural skills. of the CI discipline.

10 11 12 OPTIMAL PRIVATELY FACULTY COST-BENEFIT RATIO MANAGED — INDEPENDENT The institute incorporates The ICI is proud to be able OF MANUFACTURERS over 30 trainers from 12 to offer its elite training pro- Founded in 2004, the ICI is countries who are recognized gram with an exceptional privately owned and is inde- experts from academia and price - performance ratio! pendent of any manufactur- practice. Benefit from their ers, associations, or other professional experience in organizations. We focus ex- a wide range of industries, clusively upon delivering com- functions, and regions. petitive intelligence training, which we do so with passion! 5 OUR CERTIFICATE FROM SINGLE PROGRAMS WORKSHOPS

The Institute for Competitive Intelligence has THROUGH TO developed seven certificates for highly qual- ified professionals to master the core com- COMPLETE petencies of the demanding competitive intelligence profession and employ them directly CERTIFICATION in their businesses. As illustrated in the matrix below, our CPCI certificate programs are You can book any workshop as a based on 28 workshop days, organized into standalone module. Over time you 22 workshop modules. might want to add more work- In addition we have developed a shops until you have attended all special 3-day executive program, designed the workshops for a certificate pro- for managers who need to make investment gram, after which you can simply decisions about intelligence infrastructure register for the exam. We are happy and/or are at the receiving end of the com- to give you advice on the different petitive intelligence pipeline. options that are available to you. Participants can choose if they want to sit an exam in order to receive a certification diploma or if they just want to attend the courses.

All Workshops Remote Available!

“NINETEEN WORKSHOP DAYS, A SIGNIFICANT AMOUNT OF MANDATORY READING AND A THRILLING FINAL EXAM WERE ALL A CHALLENGE TO A FULL-TIME WORKING PROFESSIONAL. NEVERTHELESS, THE EFFORT WAS JUSTIFIED BY THE EXTENSIVE LEARNING. NEITHER DURING MY US MBA PRO- GRAM, NOR DURING MY STUDIES AT THE UNIVERSITY OF MANNHEIM DID I EXPERIENCE SUCH COMPARABLE IN- DEPTH COVERAGE OF COMPETITIVE INTELLIGENCE ISSUES. I APPRECIATED THE PROFESSIONALISM OF THE ICI’S FACULTY MEMBERS AND THEIR SUPERB BLEND OF THEORETICAL CONCEPTS AND HANDS-ON EXPERTISE.” APU GOSALIA, FUCHS PETROLUB AG, GERMANY 6 Competitive Intelligence Analysis Exam ICI-36 ICI-37 ICI-34 ICI-27 ICI-24 ICI-33 ICI-31 ICI-30 ICI-21 ICI-32 ICI-28 ICI-26 ICI-22 ICI-38 ICI-35 ICI-20 ICI-25 ICI-7 ICI-6 ICI-5 ICI-4 ICI-3 ICI-2 ICI-1 Competitive Strategy Exam Competitive Intelligence ManagementExam Fundamental Competitive Intelligence Exam Competitive Intelligence Research Exam Advanced Workshops Fundamental Workshops CPCI Exam(written andoral) CPCI CaseStudyWrite-Up PROGRAMS CPCI CERTIFICATE Analysis ofCompetitorStrategies K Patent andIPIntelligence Event Intelligence Capstone Project Fundamental CompetitiveIntelligence Analysis Communication and Elicitation Skills Advanced Web Intelligence CI/MI CompetenceTraining Critical andCreative Thinking Counter Intelligence Competitive Technology Intelligence In-house CICenters Early Warning Systems Financial Analysis Intelligence MindTraps Scenario MappingTechniques Social MediaResearch Intelligence Reporting andCommunication Competitive Intelligence Basics Information Warfare Strategic MarketIntelligence Business WarGaming Dynamic CorporateStrategies nowledge Management

Fundamental Certificate in Competitive Intelligence - FCCI

Competitive Intelligence Research Certificate in…

Competitive Intelligence Analisys

Competitive Strategy

Competitive Intelligence Management

Certificate of Proficiency in Competitive Intelligence - CPCI MISCELLANEOUS

Exemption from Workshops Application If a candidate can prove expertise Contact us to receive an application in a certain subject area, he/she pack. The application process is might be exempted from attending designed to make sure that our the related course(s). Make sure participants receive high-quality that you address this issue prior education that fully meets with to enrollment. their expectations.

Languages of Instruction Who Should Attend? All our workshops are available in Competitive intelligence and market English and German. We deliver intelligence professionals, informa- training on 4 continents, in 9 tion managers, industry and busi- countries, and in 15 cities. All our ness analysts, business developers, workshops are also available as market researchers, and experts remote sessions. Please check our website for the conditions to in related fields, assistants to CEOs, partake as a remote candidate. consultants, product/service ma- No other organization runs more nagers, CI managers, security and competitive intelligence workshops counter intelligence professionals. each year than we do! Check out our website to see which workshops will be taking place in your area.

Participation Requirements Need Information on Ideally, you should have at least two Workshop Agendas? years work experience and either be For a detailed description of all our employed as a CI professional or workshops, visit www.competitive- aspire to become one. Many of our intelligence.com. attendees already work as market researchers, in business development, or as in-house consultants, but have not received any specific CI training. Our certificate programs will enable you to expand your skills, Workshop while opening up new career oppor- Fees/Upcoming Dates tunities. All participants should Please check out our website for a have the ability to work with English list of all the scheduled workshops, language business case studies. programs, and related fees.

Prerequisite All ICI participants need to work with English language case studies. For all advanced certificates a basic understanding of Competitive Intel- ligence practice, as taught in ICI-1 is mandatory.

8 OVERVIEW OF THE ICI COMPETITIVE INTELLIGENCE TES

Assignments Exam

Fundamental Certificate in 3 Written This 10-day program incorporates the basic tools and tech- Competitive Intelligence - niques for CI professionals. It is the ideal fast-track pro- FCCI™ gram for beginners and those wishing to refresh their skills. After these workshops, participants will be able to conduct CI projects and contribute towards complex CI operations. Certificate in Competitive 2 Written This 4-day program is designed for those who want to deep- Intelligence Research - en their knowledge of research approaches. Master the CCIR specifics of advanced research through events, social media, patents, and intellectual property. Leverage the principles of knowledge management to enhance information retrieval through communities of practice. Certificate in Competitive 2 Written This 4-day program offers total immersion in analysis Intelligence Analysis - methodologies and advanced analysis techniques. Master CCIA the development of scenarios, design and operate early warning systems, and learn how to analyze competitors’ financial statements. By applying knowledge from the “Psychology of Intelligence Analysis“ workshop you will improve the quality of your intelligence results. Certificate in Competitive 2 Written Learn all the essentials for operating a CI center. This Intelligence Management - 5-day program will bring you up to speed with the design CCIM and management of competitive intelligence units. Enjoy advanced topics such as information warfare, technical intelligence, and counter intelligence. Managing intelligence means being able to conduct creative and critical- thinking workshops. With all these courses under your belt, you will be ready to establish and efficiently manage Competitive Intelligence Centers.

Certificate in Competitive 2 Written Learn about the insights of strategy analysis and devel- Strategy - CCS opment in 5 days! You will be trained to analyze hard- to-crack competitor strategies and to develop dynamic competitive strategies for your own products and company. Assess markets and utilize war gaming methodology to generate insights and formulate winning initiatives.

Certificate of Proficiency in Written Comprises the certificates FCCI, CCIR, CCIA, CCS, CCIM, Competitive Intelligence - and oral and an additional case study write-up. CPCI

Certificate in Strategic 2 Case What’s in it for you as a manager? On our 3-day intense Competitive Intelligence - presen- certificate program, learn about the potential benefits CSCI tation and costs of strategic competitive intelligence. After completing this training program, participants will be able to decide about investments and infrastructure for strategic intelligence. Return to your company with inspiration, motivation, and know-how about relevant intelligence methodologies. 9 FUNDAMENTAL CERTIFICATE IN COMPETITIVE INTELLIGENCE - FCCI™

PROVEN COMPETITIVE INTELLIGENCE BASICS

This fundamental certificate program is designed for those who are new to the field of Competi- tive Intelligence. In this uniquely drafted workshop series, experts in the field provide training on sys- tematic and proven competitive intelligence approaches. Candi- dates will be able to enhance their level of productivity and master challenging CI projects. One day of the program is dedi- cated to personal efficiency- a unique workshop bringing you up to speed with the specifics of the intelligence discipline. A final case challenge day will serve as an integrating module where you have to proof your level of expertise.

10 Competitive / Competence Training for Competitive / Market Market Intelligence Competitive / Market In- Intelligence Reporting and Basics (ICI-1) telligence Excellence Communication (ICI-3) To position your business strate- This workshop looks at how to suc- gically and keep ahead of your com- (ICI-2) cessfully implement competitive petitors, you need to anticipate their To effectively leverage the theories intelligence reporting within your next moves and have a clear under- and concepts of the intelligence business. It will provide you with standing of the competitive and mar- discipline, personal effectiveness, the necessary skills to define and ket situation. Strategic, corporate professionalism, and organizational adapt the reporting requirements decisions must be based on credi- skills are key. This one-day intensive depending on the intelligence user. ble intelligence. This 2-day work- development workshop will help shop covers the fundamentals for you to review your working practices Fundamental Analysis conducting competitive intelligence and enhance these all-important research, using analytical tools, and skills and competences to support Methods for Markets harnessing the value of information. you in your day-to-day work as a and Competitors (ICI-6) CI professional. Competitive intelligence analysis Advanced Web Dynamic Communication is a prerequisite for unlocking the Intelligence (OSINT - and Elicitation Skills value of information and data col- lected through competitive intel- Open Source Intelligence) for Competitive / ligence research. This workshop (ICI-4) Market Intelligence focuses on how to master a range This workshop will provide you with Professionals (ICI-5) of fundamental analysis methods and decide when to apply them. an overview of the principles of re- A significant amount of competitive search (Internet, online databases, intelligence can be derived from social media), from determining information obtained through human Capstone Project the research issue to presenting intelligence (HUMINT). Get ready the results. You will learn how to to learn about the many opportunities „Competitive / Market obtain focused, comprehensive, and for collecting valuable information Intelligence” (ICI-7) thorough results by effectively plan- through personal interaction with Are you ready to take on a compe- ning and conducting secondary re- company employees, competitors, titive intelligence case challenge? search. and other individuals within the Put your own CI skills and compe- industry. tences to the test during this practical, hands-on workshop and receive feedback on your performance. This workshop is based on an umbrella case study as a means of understanding capabilities and identifying short- falls in performance, such as in the skill sets covered in the fundamental ICI workshops ICI-1 to ICI-6.

«THE WORKSHOPS INCORPORATE BOTH A PRACTICAL ELEMENT AS WELL AS A THEORETICAL ELEMENT. THE INTENSIVE EXCHANGING OF IDEAS WITH INSTRUCTORS AND OTHER WORKSHOP PARTICIPANTS WAS PARTICULARLY IMPORTANT TO ME.» [...] «IT IS BOTH APPROPRI- ATE AND IMPORTANT TO REFLECT WITH EXPERIENCED PEOPLE OUT- SIDE YOUR OWN COMPANY. THE CERTIFICATE ALSO SERVES TO DEMON- STRATE YOUR EXPERTISE TO OTHER COLLEAGUES, SINCE AT THE END OF THE COURSE YOU RECEIVE A CERTIFICATE OUTLINING THE AREAS COVERED BY THE QUALIFICATION.» PATRICK GERSTLAUER, SAP AG, GERMANY 11 CERTIFICATE IN COMPETITIVE INTELLIGENCE RESEARCH - CCIR STAY AHEAD WITH ADVANCED RESEARCH TECHNIQUES

This 4-day certificate program provides practical training in advanced intelligence research methodologies. This intensive training will sharpen your skills and optimize your research processes. Your research tool- kit will incorporate the latest know-how in the following fields:

Trade Show and Event Patent and Intellectual Intelligence (ICI-20): Property Intelligence Learn how to generate intelli- and Defense (ICI-35): gence from events such as trade Patents are a competitive tool that shows.This workshop will revise require protection. This workshop the basic concepts of intelligence looks at the legal and practical planning and execution, then lead issues when researching and de- you into a field exercise where fending your company’s intellec- your assignment will consist tual property. By analyzing patent of extracting information from filings you will discover key infor- specific targets. mation such as competitors’ long- term (technology) strategies, white spots, and deceptive maneuvers.

Social Media Research & Knowledge Management Analysis for Competitive / to Improve Competitive / Market Intelligence (ICI-25): Market Intelligence This workshop looks at the im- Processes (ICI-38): portance of social media re- Experience better decision making search for discovering critical through a structured approach to intelligence. You will learn how to managing knowledge and intelli- identify valuable quantitative and gence. Create a culture of collabo- qualitative patterns and signals ration and knowledge sharing with- from the digital noise, in order to in your business. Operation and capitalize on opportunities and maintenance of intelligence net- avoid risks. works is the key success factor Prerequisites: to efficient in-depth intelligence ICI-4/ICI-5 or comparable prac- research and maintenance of CI tical experience in primary and operations. secondary research 12 CERTIFICATE IN Strategic Foresight Through Scenario Mapping (ICI-22): COMPETITIVE This workshop looks in depth at fundamental theoretical and practical INTELLIGENCE tools for applying comprehensive scenario techniques. It is hence ANALYSIS - CCIA an effective approach for developing alternative views of potential market and competitive situations. Mastering scenarios will help you to outmaneuver competitors by developing superior business strategies. ANALYSIS – Intelligence Mind Traps and THE CORE OF Cognitive Biases (ICI-26): This workshop looks at the com- COMPETITIVE/ mon pitfalls and mistakes that are to be avoided for information MARKET collection, intelligence analysis, reporting, and decision making. It INTELLIGENCE will provide you with the tools and techniques to take precautionary measures, avoid mistakes, and Analysis is the crucial step in the obtain reliable competitive intelli- production of intelligence – often gence. The ultimate goal of this over-looked or poorly performed. workshop is that your intelligence Expand your analytical mind on analyis results will not be negatively this exciting and challenging 4-day influenced by misinformation, certificate program. You will learn cognitive perception, and bias. how to use state-of-the-art analysis tools and techniques to convert Financial Analysis Fundamentals information and data into insight and knowledge, i.e. intelligence. for Competitive / Market Learn to avoid analysis traps and Intelligence Professionals (ICI-28): set up processes to ensure high- Financial analysis is the key to quality results. processing and interpreting financial reports as well as other assess- ments of company viability and company operations. You will learn how to use tools and techniques to interpret, analyze, and evaluate balance sheets, profit & loss statements, and cash flow statements of competitors — a discipline some- times referred to as forensic financial analysis. Strategic Foresight with Early Warning Systems (ICI-32): The timely identification of potential risks and opportunities can be crucial to business success, and in some cases — survival. This Prerequisites: workshop covers all the essentials Participants should have experi- of early detection and warning ence with basic analytical methods, systems, enabling you to design as taught in the ICI’s Fundamental and implement a suitable system Analysis Workshop (ICI-6). within your organization. 13 CERTIFICATE CONVERT IN COMPETITIVE INFORMATION INTELLIGENCE INTO APPLICABLE MANAGEMENT - KNOWLEDGE

CCIM This 5-day program provides practical training about setting up and maintaining the infrastructure of competitive intelligence units and competitive intelligence proc- Design and Operation Competitive Technology esses. Further to active competitive of In-house CI Centers Intelligence (CTI) intelligence operations, company defense mechanisms are addressed (ICI-24): (ICI-27): through the concepts of counter An in-house competitive intelligence Sound competitive technical intelli- intelligence and information war- center operates as a hub for the col- gence enables companies to identify fare. The Competitive Technical lection, analysis, and distribution of where technology can deliver a Intelligence workshop focuses competitive intelligence. It is the competitive advantage in areas such upon technology-oriented product nerve center of any dynamic com- as marketing, product design, and and service management. Finally pany. Learn how to establish a R&D. The Competitive Technical participants will be trained to excel successful CI center within your Intelligence workshop looks at how in the facilitation of creative and business.From the needs assess- to monitor the technical environ- critical thinking methodologies – ment to designing deliverables, all ment, identify technological develop- a must for any successful Intelli- aspects of an in-house CI center ments, assess the potential of new gence Management function. will be addressed. Once established, technologies, and analyze their you will effectively manage competi- effect upon the business, customers, tive intelligence, supporting real- and competitors. time decision making and enhancing your company’s competitiveness.

Counter Intelligence Ethical Information Critical Thinking and Essentials (ICI-34): Warfare (ICI-36): Creative Problem Information is a valuable company Information warfare is a strategic Solving (ICI-37): asset, and in times of fierce compe- approach to communication in- In ever-changing and fierce competition businesses need to protect volving the development of ideas titive environments, critical thinking against corporate espionage and and opinions in order to change is key to out-maneuvering the com- other forms of information leakage. behavior within the market environ- petition, improving the quality of This workshop looks at the different ment. The identification and analysis intelligence analysis, and injecting forms of threat. You will learn how of information can be used to creativity into problem-solving pro- to implement counter intelligence gain an edge over the competition cesses. This workshop will provide processes by collecting informa- through the formation of opinions you with the necessary professional tion and conducting counter intelli- that influence customers, suppliers, skills and techniques for generating gence activities. and industry experts. You will learn and testing hypotheses, structuring about the various models, strate- problems, generating ideas, and gies, and tactics and how to apply thinking out of the box. them ethically in order to gain competitive advantage. Prerequisites: Participants should have a fair understanding and operational experience of basic intelligence operations as taught on the FCCI program. Participants should be extremely familiar with personal effectiveness topics and personal creativity methods as taught in 14 the workshop ICI-2. CERTIFICATE SHARPEN YOUR Analysis of Competitor Strategies (ICI-21): IN COMPETITIVE COMPETITIVE In order to understand and out-ma- neuver your competitors, you need STRATEGY - CCS STRATEGIC to analyze their current and future strategies and activities. The Analysis SKILLS of Competitor Strategies workshop looks at six key perspectives for In this 5-day program you will analyzing your competitors, in- learn how to analyze industries, cluding diversification, internation- markets and competitors, enabling alization, and strategic maneuvering. you to contribute towards the development, formulation, and implementation of competitive strategies. Business War Gaming Learn how to develop business Techniques (ICI-30): strategies that will surprise and Understanding the competitive outmaneuver your competitors. dynamics and anticipating com- Provide decision makers with a petitor strategies and maneuvers strategy-focused perspective on are key to the future direction of competitors and markets. Learn your business. This workshop ex- how to implement Business War plores the different war gaming Gaming as a strategic decision- models for performing role play- making tool. based simulations of competitor behavior. Learn how to apply this approach in order to prepare your business for the future, make fundamental decisions about your business strategy, and keep ahead of the competition.

Strategic Market Development of Dynamic Analysis & Intelligence Corporate Strategies (ICI-31): (ICI-33): Market intelligence is essential To remain successful in dynamic when evaluating the market at- markets, businesses need to con- tractiveness for new products and tinually monitor and analyze the services. In order to make fun- competitive environment and de- damental decisions regarding velop successful competitive strat- product and service strategy, you egies. Understanding your com- must be able to conduct strategic pany’s current position within the market analyses and derive rele- market, where you want it to be vant market intelligence. This in the future, and what steps you workshop will provide you with must take to get there are key to the necessary professional skills effective strategy formulation. This to analyze markets from various workshop will guide you through perspectives, to support strategy the necessary steps and provide development, and help your busi- you with the essential skills for Prerequisites: ness gain competitive advantage. developing and optimizing these Participants should have a fair strategies. understanding and operational experience of basic intelligence operations as taught on the FCCI program. They should be extremely familiar with business and competitive analysis methodologies as taught in the workshop ICI-6. 15 CERTIFICATE OF PROFICIENCY IN COMPETITIVE INTELLIGENCE - CPCI™

Excellence in competitive intelligence in theory and practice – this is the motto of the Institute for Com- petitive Intelligence. This certificate is designed to help you achieve this level of excellence, through the most comprehensive and elite competitive intelligence program in the world. This challenging and inspiring certificate program will support you as you evolve from being a competitive intelligence beginner to a competitive intelligence professional.

The CPCI comprises the following ICI certificates: Fundamental Certificate in Competitive Intelligence – FCCI™ Certificate in Competitive Intelligence Research - CCIR Certificate in Competitive Intelligence Analysis - CCIA Certificate in Competitive Strategy - CCS Certificate in Competitive Intelligence Management - CCIM

As part of these modules, students are required to submit eleven assignments, pass one written exam, and one oral exam. They must also submit a supervised case study. Candidates who have attended any of the certificate programs listed above can easily upgrade to study for the CPCI certificate!

16 CERTIFICATE Deciding Where and When CI Will Make a IN STRATEGIC Difference Our 3-day intensive certificate in COMPETITIVE strategic competitive intelligence was designed for managers and INTELLIGENCE decision makers who decide upon when and where the company will FOR MANAGERS invest in intelligence, as well as those who are at the receiving end of intelligence generation. After completing this training program, participants will have a fundamental understanding of the costs, benefits, and organizational issues associated with efficient CI operations.

Agenda Highlights What to expect from strategic competitive intelligence: myths and reality. Ethics in intelligence generation: creating a guideline for the ethical collection and processing of competitive information. Tools and techniques for strategic minds: war gaming, bench- marking, scenarios, risk analysis, competitor strategies analysis, battle cards, and strategic market intelligence. How to get your CI team up and running: CI processes and infrastructure. How to deal with the bad guys: information warfare and counter intelligence. How to improve your competitive intelligence: creative and critical thinking. Outmaneuver, outsmart, and outwit your competitors: development of dynamic competitive strategies.

Participants work together in small teams on assignments during the day and also in the evenings. The mandatory pre-workshop dinner provides the setting for the initial briefing on the training program and gives all the course participants the opportunity to get to know each other.

Prerequisite Attendees should hold at least a middle management position and/or have P&L responsibility.

17 FACULTY

Our lecturers are practitioners and leading experts in their fields. They convey proven Competitive Intelligence methods and the corresponding implementation know-how. Knowledge that will make you indispensable to your business.

“THE WORKSHOPS WE ATTENDED WERE VERY GOOD. THE BEST PART WERE THE ASSIGNMENTS YOU CHOSE FROM REAL EXAMPLES OR USE CASES, THIS HELPED IN UNDERSTANDING THE CONCEPTS BETTER. ALSO WE COULD RELATE THEM TO OUR DAY-TO-DAY ACTIVITIES.” RUTURAJ KALAGATE, ATOS, INDIA 18 PARTIAL LISTING OF PARTICIPANTS‘ COMPANIES

Accedo Communication Deloitte & Touche Ravensbourne Consulting Jeppesen Acconia Deutsche Messe Reed Exhibitions Jannssen-Cilag Actelion Deutsche Post World Net Business Consulting Rennes International School of Business Kemin Health Aesculap DATEV RTI International Kline & Company Akzo Nobel Industrial Chemicals Digimind Sick KnowledgeAgent Alcatel Lucent Diakonisches Werk Siemens KWS SAAT AG Allianz Eastman Chemical Company Sika Kärcher Allied Vision Technologies Evonik Degusa S-Refit KION Material Holding Altana Pharma Eckart Schroders Klüber Lubrication Andalusian Innovation and Development Agency E.ON Ruhrgas SCHUFA Holding Kolbenschmidt Pierburg Annalise Market Intelligence E Wie Einfach Standard Bank KSB AG AMI Ecclesiastical Insurance Office SV Versicherungen Lanxess AMGEN Eurex Frankfurt SWL BKK Lockheed Martin Space Systems Arvato Systems EADS Sandoz Company Astra Zeneca ElsagDatamat Sankyo-Pharma Lurgi Atos Worldline Essilor International Seven Trent Water LifeLabs Medical Laboratory Services Audi Evonik Industries Shell Global Solutions Lilly France Axpo Vertrieb Exonhit Therapeutics Statoil Leibniz-Institut für Polymerforschung B.A.D. Ericsson India Global Services Sanofi-Aventis Lohstroh Marketing BASF Etihad Etisalat – Mobily Schering LexisNexis Bayer Egypt Foreign Trade Training Centre Smiths Medical Limagrain Service Holding BBT Termotechnik ELM Solvay Pharmaceuticals Mahle International BBE Retail Experts Ernst &Young St. Jude Medica MAC Carpet Belron International Esmerk Sri Lanka Telekom PLC McDonalds BDO Stoy Hayward Feurecia sunrise TDC MAN Truck & Bus AG BIOTRONIK Feinguß Blank Swisscom MANN&HUMMEL BMW Festo AG Suez Cement Maschinenfabrik Reinhausen Boeing Fischerwerke GmbH Salama Fikira MB-Technology Boehringer Ingelheim Fuchs Petrolub Saltigo MIV Metalska Industrija Varazdin Böllhoff Verbindungstechnik Fresenius Serco MTU Bosch Rexroth Fujitsu Siemens Computers Spiegel Institut Mannheim MYLLYKOSKI SALES Bosch Solar Energy Fink Secure Communication Steinbeis Medtronic Brose Fahrzeugteile FIZ Karlsruhe SVP Merck Brunnenverwaltung König Fraunhofer Gesellschaft (IFF) TMD Friction Services Merz Pharma BSRIA Georg Fischer Automotive Ticona Mobilkom Austria BYK Chemie Germanischer Lloyd Tronox Pigments Services Mobily Baker Hughes GrenkeLeasing Tecan Trading Motorola Solutions CAI/SISCo GEA The National Gas Company mBrain Capgemini General Dynamics of Trinidad and Tobago MAFCO Business Intelligence Carglass BeLux Glen Dimplex Testo Mager & Partner Carlsberg Breweries GN Resound Tognum MANFRED FINK Security Consulting Carl Zeiss GRUNDFOS Management A/S Topcon Europe Positioning Market Vision CAT – Cambridge Antibody Technology Galderma TRILUX Mary Kay Caterpillar Paving Products Gruenenthal TeleAtlas Deutschland Medical relations Centocor Guerbet T-Systems Enterprise Services Metro AG CESAR GE The Sustainable Synergies Group Ministry of Industry and Trade (CZ) CGG Veritas German Armed Forces Therensis Associates Neugart Charles University Gemalto TJ Research Associates Nestlé Nutrition Cheers Interactive India Gas Natural Fenosa TNS Infratest Holding Nestlé SA Cheminova Hypercom Transylvania Investigations Service Northrop Grumman Chiesi Farmaceutici Haselmeier TÜV Nord N.V. Bekaert Ciba Lampertheim Hella Unilever Nycomed CID Consulting Halcrow Group UBS AG Novartis Pharma cki.kommunikationsmanagement Henkel Union Asset Management Holding Nagravision CMC Markets Humana Uhlmann Pac-Systeme NetApp Collcon Harley Davidson Umicore OEKB Commerzbank Hauni Maschinenbau Unison Resource Group OMRON Europe Complexium Heidelberger Druckmaschinen Universitas Negeri Manado Oracle Continental HIMA Paul Hildebrandt Universität Paderborn Orga Systems Control Risks Hundmann Advanced Materials University of Teesside Purac Croation Institute of Technology H. 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Insight Center In-House Training International Check out our insight center where Programs Competitive Intelligence you’ll find multimedia conference The ICI offers customized in-house presentations (available for purchase), Conference training. In order to tailor and pre- Every year since 2009 the ICI has clips with expert interviews, and pare the training program, a de- webcasts (both free of charge). organized an international CI con- tailed assessment of your com- ference. These conferences offer pany’s CI demands and needs will the perfect environment for net- be completed. Based on this assess- working with peers and updating Certification ment, a customized CI program your skills. ICI confirms that its highest certifi- will be developed that is tailored www.conference.competitive- cation level – the Certificate of Profi- to your individual needs. The train- intelligence.com ciency in Competitive Intelligence ing is aimed at employees within (CPCI™) – comprehensively covers your company’s CI department(s) the competencies identified by the as well as those operating within Need more information? Strategic and Competitive Intelli- the internal CI user network. Feel free to contact us via phone: gence Professionals (SCIP) Body +49 6033 971377 or via e-mail: of Knowledge (BOK) education pro- Corporate Unicorn [email protected]. gram. The BOK program of core We will be happy to offer advice in competency domains was devel- Membership order to help you with your own per- Unicorn is ICI's comprehensive CI/ oped in 2008 to define the core sonal career planning. Alternatively skill set for competitive intelli- MI repository for professionals attend our complementary ICI gence professionals. who want to keep learning, refresh certificate webinar sessions where their knowledge and/or stay up-to- you can ask your questions. Check date with the latest developments out our website for upcoming webi- in the field. nar dates!

“DESPITE MY EXTENSIVE WORK AND TRAVEL SCHEDULE, I MANAGED TO COMPLETE THE ENTIRE PROGRAM THANKS TO THE FLEXIBILITY OF THE ICI’S WORKSHOP SCHEDULE. DURING THE WORKSHOPS I DISCOVERED HOW MUCH I DID NOT KNOW, DESPITE EXTENSIVE READING OF RELEVANT BOOKS AND ARTICLES. ICI’S WORKSHOPS ARE OF A HIGH QUALITY AND ARE VERY PROFESSIONALLY ORGANIZED - AND THEY ARE FUN TO ATTEND. THE USE OF CASE STUDIES IS EXTENSIVE, WHICH GAVE ME, WITH MY LIFELONG CAREER IN THE SHIPPING INDUSTRY, INSIGHTS INTO MANY OTHER INDUSTRIES. ALL IN ALL, THE CERTIFICATE PROGRAM IS A FANTASTIC VOYAGE. EXPECT MANY EYE-OPENING MOMENTS AND A HUGE TOOLBOX OF CI METHODS, CASE STUDIES AND AN IN-DEPTH EXCHANGE WITH FELLOW STUDENTS.” TERESA LEHOVD, WALLENIUS WILHELMSEN LOGISTICS, NORWAY 20

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