Certificate Programs

CERTIFICATE PROGRAMS

INSTITUTE FOR COMPETITIVE INTELLIGENCE

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 WHY SHOULD YOU TO Shortening Innovation Cycles STUDY ON OUR COMPETITIVE Increased Demand for Sustainability THE INTELLIGENCE INSTITUTE Dynamic Competitive Strategies CERTIFICATE Increased Rivalry FOR PROGRAM? Globalization Competitive/market Intelligence is rarely taught at universities or busi- COMPETITIVE ness schools and is a difficult sub- Corporate Foresight ject to learn through self-study or INTELLIGENCE 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 All of these trends have an increas- Knowledge (BOK) for competitive ing influence upon which compa- intelligence is unique and challen- nies are successful and which com- ging as it focuses on a wide range panies remain on course. of areas and skills. The competitive intelligence New strategies, approaches, and You will also benefit from our many procedure is often compared with What is Competitive Intelligence? tools are required in order to better years of training experience and the medical activity. On the one hand, manage this complexity. Compe- teaching excellence of our faculty a successful doctor needs a high titive intelligence is the key to busi- team! degree of basic biological and phar- «Competitive Intelligence» (CI) can be described as a sys- ness success! maceutical knowledge for example, tematic process of information retrieval and analysis, in and on the other hand must have This brochure provides an initial which fragmented (raw) information on markets, competitors, Competitive/market intelligence overview of our offering. Do not hesi- extensive experience of treatments is a comparably young (manage- tate to contact us with any ques- and be highly skilled. Only by achie- and technologies can be transformed into a vivid under- ment) discipline that provides deci- tions you may have — we will be ving excellence in all of these areas, standing of the corporate environment for the decision maker. sion makers with a range of con- happy to advise you on which cours- are high-quality results expected. Market intelligence is used synonymously. Topics are cepts, theories, and above all sup- es are most suitable for you and The ICI educational program was usually future-oriented statements on competitive posi- designed with this specific goal in port for making decisions. how to get the best value out of our tioning, intentions, and strategies. training! mind: We train practitioners who On the ICI certificate program you wish to gain the application expe- Obviously, intelligence is of immediate particular importance will learn how to use these methods, rience required to achieve compe- for tasks concerning strategy or corporate development. In practices, and approaches efficient- titive intelligence excellence, based numerous other corporate divisions, knowledge of com- ly. You will also learn how to suc- upon sound expert knowledge. petitive/market intelligence can also be used to support The challenging program cessfully plan and execute compe- tactical decisions. titive intelligence projects and im- developed by the ICI accommodates plement the necessary processes the flexibility that is required by its within your company. professional participants. Your training success is achieved through a Practical examples, working on combination of physical attendance case studies, and exchanging expe- at workshops, home study, and by rience with peers and experts from applying what you have learned to academia and practice all contribute your own work environment. towards your learning success on Take part in our internatio- this intensive certificate program! nally recognized certificate program In our unique learning environment, Rainer Michaeli and gain a valuable, sustainable qua- we will prepare you for the major lification proving your competences challenges in market and compe- Director and skills! 2 titor observation. Institute for Competitive Intelligence 3 12 4 5 6 UNIQUE LEARNING FLEXIBILITY CERTIFICATION REASONS ENVIRONMENT You decide when to attend All ICI certificates meet the TO JOIN Proprietary learning methods, which course. In the first internationally recognized interactive workshops, role instance you might start by standards of the Body of OUR play, tasks for preparation choosing to attend individual Knowledge (BOK) of Strategic and follow up (assignments), courses according to your and Competitive Intelligence CERTIFICATE computer simulations, group availability and decide to Professionals (SCIP). PROGRAMS work, and supervised prepa- obtain certifiсation at a later ration of a case study (for point in time. All courses are CPCI participants only) guar- independent, and as such are antee an intensive and di- valuable assets in their own verse learning environment right. for typical CI issues.

1 2 3 7 8 9 UNCOMPROMISED CASE STUDY ALUMNI NETWORK INTERNATIONAL MANAGEABLE UP-TO-DATE QUALITY AND METHODOLOGY OFFERS Become part of the unique The ICI offers all its work- WORKSHOP SIZES COURSE CONTENTS PRACTICAL APPLICATION PRACTICAL RELEVANCE network of ICI alumni. Join shops in English and German, The maximum number of par- The ICI operates an interna- All our modules are linked Through our case study meth- our ICI LinkedIn Group, where while some are also available ticipants for each workshop tional Competitive Intelli- in terms of their content and odology, find out about a members share experience in French and Spanish. The is limited to 15. This way we gence Research Center (CIRC), are continually reviewed by wide range of sectors and and benefit from networking international case studies can ensure that the discus- which makes sure that the an international advisory board solution approaches in real- opportunities. This alumni are in English. Choose which sions are intense. course contents remain to make sure they are rele- life situations. Some of these network contains exclusive workshops you wish to attend, up-to-date and relevant by vant and up-to-date. You will case studies have been devel- information on current CI top- where, when, and in which taking part in research pro- be given detailed workshop oped by the ICI, while others ics as well as a discussion language! In addition to your jects and organizing confe- documentation, work tem- come from leading business forum. specialist training, you will rences. We consider our- plates, checklists, and read- schools and universities. also gain valuable interna- selves to be the “think tank“ ing lists that make it easier tional experience and inter- of the CI discipline. for you to directly apply the cultural skills. 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. 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, 4 which we do so with passion! 5

OUR CERTIFICATE FROM SINGLE CPCI CERTIFICATE Certificate in … PROGRAMS WORKSHOPS PROGRAMS

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 in Certificate Fundamental - FCCI Intelligence Competitive Competitive Intelligence Research Competitive Intelligence Analisys Competitive Strategy Competitive Intelligence Management in of Proficiency Certificate - CPCI Intelligence Competitive below, our CPCI certificate programs are You can book any workshop as a Fundamental Workshops based on 28 workshop days, organized into standalone module. Over time you 22 workshop modules. might want to add more work- ICI-1 Competitive Intelligence Basics In addition we have developed a shops until you have attended all ICI-2 Personal Efficiency Training 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 ICI-3 Reporting 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 ICI-4 Open Source Intelligence petitive intelligence pipeline. options that are available to you. ICI-5 Primary Research (HUMINT) Participants can choose if they want to sit an exam in order to receive a certifica- ICI-6 Fundamental CI Analysis Methods tion diploma or if they just want to attend the courses. ICI-7 Case Challenge Fundamental Competitive Intelligence Exam Advanced Workshops ICI-25 Social Media Monitoring & Analysis ICI-20 Trade Show & Event Intelligence ICI-35 Patent & Intellectual Property ICI-38 Knowledge Management to Improve CI Competitive Intelligence Research Exam ICI-22 Scenario Techniques ICI-26 Psychology of Intelligence Analysis ICI-28 Financial Analysis “NINETEEN WORKSHOP DAYS, A SIGNIFICANT AMOUNT OF ICI-32 Early Warning Systems MANDATORY READING AND A THRILLING FINAL EXAM WERE Competitive Intelligence Analysis Exam ALL A CHALLENGE TO A FULL-TIME WORKING PROFESSIONAL. ICI-21 Analysis of Competitor Strategies ICI-30 Business War Gaming NEVERTHELESS, THE EFFORT WAS JUSTIFIED BY THE ICI-31 Market Analysis EXTENSIVE LEARNING. NEITHER DURING MY US MBA PRO- ICI-33 Dynamic Competitive Strategies GRAM, NOR DURING MY STUDIES AT THE UNIVERSITY OF Competitive Strategy Exam MANNHEIM DID I EXPERIENCE SUCH COMPARABLE IN- ICI-24 Operation of an In-house CI Center DEPTH COVERAGE OF COMPETITIVE INTELLIGENCE ISSUES. ICI-27 Competitive Technical Intelligence I APPRECIATED THE PROFESSIONALISM OF THE ICI’S ICI-34 Counter Intelligence ICI-37 Critical and Creative Thinking FACULTY MEMBERS AND THEIR SUPERB BLEND OF ICI-36 Information Warfare THEORETICAL CONCEPTS AND HANDS-ON EXPERTISE.” Competitive Intelligence Management Exam APU GOSALIA, FUCHS PETROLUB AG, GERMANY CPCI Case Study Write-Up 6 CPCI Exam (written and oral) MISCELLANEOUS OVERVIEW OF THE ICI COMPETITIVE INTELLIGENCE

Assignments Exam 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 Fundamental Certificate in Written This 10-day program incorporates the basic tools and tech- might be exempted from attending 3 designed to make sure that our Competitive Intelligence - niques for CI professionals. It is the ideal fast-track pro- the related course(s). Make sure participants receive high-quality FCCI™ gram for beginners and those wishing to refresh their that you address this issue prior education that fully meets with skills. After these workshops, participants will be to enrollment. their expectations. 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 me- Languages of Instruction Who Should Attend? dia, patents, and intellectual property. Leverage the prin- All our workshops are available in Competitive intelligence and market ciples of knowledge management to enhance informa- English and German, while some intelligence professionals, information retrieval through communities of practice. are also available in French and tion managers, industry and busi- Spanish. We deliver training on ness analysts, business developers, Certificate in Competitive Written This 4-day program offers total immersion in analysis 4 continents, in 9 countries, and 2 market researchers, and experts Intelligence Analysis - methodologies and advanced analysis techniques. Master in 15 cities. No other organization in related fields, assistants to CEOs, CCIA the development of scenarios, design and operate early runs more competitive intelligence consultants, product/service ma- warning systems, and learn how to analyze competitors’ workshops each year than we do! nagers, CI managers, security and financial statements. By applying knowledge from the Check out our website to see which counter intelligence professionals. “Psychology of Intelligence Analysis“ workshop you will workshops will be taking place in improve the quality of your intelligence results. your area. 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 Participation Requirements Need Information on advanced topics such as information warfare, technical Ideally, you should have at least two Workshop Agendas? intelligence, and counter intelligence. Managing intelli- years work experience and either be For a detailed description of all our gence means being able to conduct creative and critical- employed as a CI professional or workshops, visit www.competitive- thinking workshops. With all these courses under your aspire to become one. Many of our intelligence.com. belt, you will be ready to establish and efficiently manage attendees already work as market Competitive Intelligence Centers. researchers, in business development, or as in-house consultants, Written Learn about the insights of strategy analysis and devel- but have not received any specific Certificate in Competitive 2 opment in 5 days! You will be trained to analyze hard- CI training. Our certificate programs Strategy - CCS to-crack competitor strategies and to develop dynamic will enable you to expand your skills, Workshop competitive strategies for your own products and company. while opening up new career oppor- Fees/Upcoming Dates Assess markets and utilize war gaming methodology to tunities. All participants should Please check out our website for a generate insights and formulate winning initiatives. have the ability to work with English list of all the scheduled workshops, language business case studies. programs, and related fees. 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 Prerequisite All ICI participants need to work with English language case studies. Certificate in Strategic 2 Case What’s in it for you as a manager? On our 3-day intense For all advanced certificates a basic Competitive Intelligence - presen- certificate program, learn about the potential benefits understanding of Competitive Intel- CSCI tation and costs of strategic competitive intelligence. After ligence practice, as taught in ICI-1 completing this training program, participants will be is mandatory. able to decide about investments and infrastructure for strategic intelligence. Return to your company with inspiration, motivation, and know-how about relevant 8 intelligence methodologies. 9 FUNDAMENTAL Competitive Personal Competitive Intelligence Basics Efficiency Training for Intelligence CERTIFICATE IN Workshop (ICI-1): CI Professionals (ICI-2): Reporting (ICI-3): To position your business strate- To effectively leverage the theories This workshop looks at how to suc- COMPETITIVE gically and keep ahead of your com- and concepts of the intelligence cessfully implement competitive petitors, you need to anticipate their discipline, personal effectiveness, intelligence reporting within your INTELLIGENCE - next moves and have a clear under- professionalism, and organizational business. It will provide you with standing of the competitive and mar- skills are key. This one-day intensive the necessary skills to define and FCCI™ ket situation. Strategic, corporate development workshop will help adapt the reporting requirements decisions must be based on credi- you to review your working practices depending on the intelligence user. ble intelligence. This 2-day work- and enhance these all-important shop covers the fundamentals for skills and competences to support conducting competitive intelligence you in your day-to-day work as a research, using analytical tools, and CI professional. Fundamental PROVEN harnessing the value of information. Competitive Primary COMPETITIVE Open Source Intelligence Analysis Intelligence (ICI-4): Research (ICI-5): Methods (ICI-6): INTELLIGENCE This workshop will provide you with A significant amount of competitive Competitive intelligence analysis an overview of the principles of re- intelligence can be derived from is a prerequisite for unlocking the BASICS search (Internet, online databases, information obtained through human value of information and data col- social media), from determining intelligence (HUMINT). Get ready lected through competitive intel- to learn about the many opportunities This fundamental certificate pro- the research issue to presenting ligence research. This workshop for collecting valuable information gram is designed for those who the results. You will learn how to focuses on how to master a range through personal interaction with are new to the field of Competi- obtain focused, comprehensive, and of fundamental analysis methods company employees, competitors, tive Intelligence. In this uniquely thorough results by effectively plan- and decide when to apply them. and other individuals within the drafted workshop series, experts ning and conducting secondary research. industry. in the field provide training on sys- Case Challenge (ICI-7): tematic and proven competitive Are you ready to take on a compe- intelligence approaches. Candi- titive intelligence case challenge? dates will be able to enhance Put your own CI skills and compe- their level of productivity and tences to the test during this practi- master challenging CI projects. cal, hands-on workshop and receive One day of the program is dedi- feedback on your performance. This cated to personal efficiency a - workshop is based on an umbrella unique workshop bringing you case study as a means of understan- up to speed with the specifics ding capabilities and identifying short- of the intelligence discipline. falls in performance, such as in the A final case challenge day will skill sets covered in the fundamental serve as an integrating module ICI workshops ICI-1 to ICI-6. where you have to proof your level of expertise. «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.» 10 PATRICK GERSTLAUER, SAP AG, GERMANY 1111 CERTIFICATE IN CERTIFICATE IN Scenario Techniques (ICI-22): COMPETITIVE COMPETITIVE This workshop looks in depth at fundamental theoretical and practical INTELLIGENCE INTELLIGENCE tools for applying comprehensive scenario techniques. It is hence RESEARCH - CCIR ANALYSIS - CCIA an effective approach for developing alternative views of poten- STAY AHEAD ANALYSIS – tial market and competitive situations. Mastering scenarios will WITH ADVANCED THE CORE OF help you to outmaneuver competitors by developing superior RESEARCH COMPETITIVE/ business strategies. TECHNIQUES MARKET Financial Analysis (ICI-28): This 4-day certificate program INTELLIGENCE Financial analysis is the key to provides practical training in processing and interpreting finan- advanced intelligence research Analysis is the crucial step in the cial reports as well as other assess- methodologies. This intensive production of intelligence – often ments of company viability and training will sharpen your skills over-looked or poorly performed. company operations. You will learn and optimize your research Expand your analytical mind on how to use tools and techniques processes. Your research tool- this exciting and challenging 4-day to interpret, analyze, and evaluate kit will incorporate the latest certificate program. You will learn balance sheets, profit & loss state- know-how in the following fields: how to use state-of-the-art analysis ments, and cash flow statements tools and techniques to convert of competitors — a discipline some- information and data into insight times referred to as forensic finan- and knowledge, i.e. intelligence. cial analysis. Learn to avoid analysis traps and Trade Show and Event Patents and Intellectual set up processes to ensure high- Establishment and Intelligence (ICI-20): Property (ICI-25): quality results. Operation of Early Learn how to generate intelli- Patents are a competitive tool that Warning Systems (ICI-32): gence from events such as trade require protection. This workshop The timely identification of poten- shows.This workshop will revise looks at the legal and practical tial risks and opportunities can be the basic concepts of intelligence issues when researching and de- crucial to business success, and planning and execution, then lead fending your company’s intellec- in some cases — survival. This you into a field exercise where tual property. By analyzing patent workshop covers all the essentials your assignment will consist filings you will discover key infor- of early detection and warning of extracting information from mation such as competitors’ long- systems, enabling you to design specific targets. term (technology) strategies, white and implement a suitable system spots, and deceptive maneuvers. within your organization.

Social Media Monitoring Knowledge Management Psychology of Intelli- & Analysis (ICI-25): to Improve Competitive gence Analysis (ICI-26): This workshop looks at the im- Intelligence (ICI-38): This workshop looks at the com- portance of social media re- Experience better decision making mon pitfalls and mistakes that search for discovering critical through a structured approach to are to be avoided for information intelligence. You will learn how to managing knowledge and intelli- collection, intelligence analysis, identify valuable quantitative and gence. Create a culture of collabo- reporting, and decision making. It qualitative patterns and signals ration and knowledge sharing with- will provide you with the tools and from the digital noise, in order to in your business. Operation and techniques to take precautionary capitalize on opportunities and maintenance of intelligence net- measures, avoid mistakes, and avoid risks. works is the key success factor obtain reliable competitive intelli- to efficient in-depth intelligence Prerequisites: Prerequisites: gence. The ultimate goal of this research and maintenance of CI ICI-4/ICI-5 or comparable prac- Participants should have experi- workshop is that your intelligence operations. tical experience in primary and ence with basic analytical methods, analyis results will not be negatively secondary research as taught in the ICI’s Fundamental influenced by misinformation, cognitive perception, and bias. 12 Analysis Workshop (ICI-6). 13 CERTIFICATE CONVERT CERTIFICATE SHARPEN YOUR Analysis of Competitor’s Strategies (ICI-21): IN COMPETITIVE INFORMATION IN COMPETITIVE COMPETITIVE In order to understand and out-ma- neuver your competitors, you need INTELLIGENCE INTO APPLICABLE STRATEGY - CCS STRATEGIC to analyze their current and future strategies and activities. The Analysis MANAGEMENT - KNOWLEDGE SKILLS of Competitor Strategies workshop looks at six key perspectives for CCIM This 5-day program provides In this 5-day program you will analyzing your competitors, in- practical training about setting up learn how to analyze industries, cluding diversification, internation- and maintaining the infrastructure markets and competitors, enabling alization, and strategic maneuvering. of competitive intelligence units you to contribute towards the deve- and competitive intelligence proc- lopment, formulation, and imple- Design and Operation of Competitive Technical esses. Further to active competitive mentation of competitive strategies. Business War Gaming intelligence operations, company Learn how to develop business (ICI-30): an In-house CI Center Intelligence (ICI-27): strategies that will surprise and Sound competitive technical intelli- defense mechanisms are addressed Understanding the competitive (ICI-24): outmaneuver your competitors. gence enables companies to identify through the concepts of counter dynamics and anticipating com- An in-house competitive intelligence Provide decision makers with a where technology can deliver a intelligence and information war- petitor strategies and maneuvers center operates as a hub for the col- strategy-focused perspective on competitive advantage in areas such fare. The Competitive Technical are key to the future direction of lection, analysis, and distribution of competitors and markets. Learn as marketing, product design, and Intelligence workshop focuses your business. This workshop ex- competitive intelligence. It is the how to implement Business War R&D. The Competitive Technical upon technology-oriented product plores the different war gaming nerve center of any dynamic com- Gaming as a strategic decision- Intelligence workshop looks at how and service management. Finally models for performing role play- pany. Learn how to establish a making tool. participants will be trained to excel based simulations of competitor successful CI center within your to monitor the technical environ- in the facilitation of creative and behavior. Learn how to apply this business.From the needs assessment, identify technological develop- critical thinking methodologies – approach in order to prepare your ment to designing deliverables, all ments, assess the potential of new a must for any successful Intelli- business for the future, make fun- aspects of an in-house CI center technologies, and analyze their gence Management function. damental decisions about your will be addressed. Once established, effect upon the business, customers, business strategy, and keep ahead you will effectively manage competi- and competitors. of the competition. tive intelligence, supporting real- time decision making and enhancing your company’s competitiveness.

Counter Intelligence Information Warfare Critical and Creative Market Intelligence Development and (ICI-34): (ICI-36): Thinking (ICI-37): (ICI-31): Implementation of Information is a valuable company Information warfare is a strategic In ever-changing and fierce compe- Market intelligence is essential Dynamic Competitive asset, and in times of fierce compe- approach to communication in- titive environments, critical thinking when evaluating the market at- Strategies (ICI-33): tition businesses need to protect volving the development of ideas is key to out-maneuvering the com- tractiveness for new products and To remain successful in dynamic against corporate espionage and and opinions in order to change petition, improving the quality of services. In order to make fun- markets, businesses need to con- other forms of information leakage. behavior within the market environ- intelligence analysis, and injecting damental decisions regarding tinually monitor and analyze the This workshop looks at the different ment. The identification and analysis creativity into problem-solving pro- product and service strategy, you competitive environment and de- forms of threat. You will learn how of information can be used to cesses. This workshop will provide must be able to conduct strategic velop successful competitive strat- to implement counter intelligence gain an edge over the competition you with the necessary professional market analyses and derive rele- egies. Understanding your com- processes by collecting informa- through the formation of opinions skills and techniques for generating vant market intelligence. This pany’s current position within the tion and conducting counter intelli- that influence customers, suppliers, and testing hypotheses, structuring workshop will provide you with market, where you want it to be gence activities. and industry experts. You will learn problems, generating ideas, and the necessary professional skills in the future, and what steps you about the various models, strate- thinking out of the box. to analyze markets from various must take to get there are key to gies, and tactics and how to apply perspectives, to support strategy effective strategy formulation. This them ethically in order to gain com- development, and help your busi- workshop will guide you through petitive advantage. Prerequisites: ness gain competitive advantage. Prerequisites: Participants should have a fair the necessary steps and provide Participants should have a fair understanding and operational you with the essential skills for understanding and operational experience of basic intelligence developing and optimizing these experience of basic intelligence operations as taught on the FCCI strategies. operations as taught on the FCCI program. Participants should be program. They should be extremely extremely familiar with personal familiar with business and com- effectiveness topics and personal petitive analysis methodologies creativity methods as taught in as taught in the workshop ICI-6. 14 the workshop ICI-2. 15 CERTIFICATE OF CERTIFICATE Deciding Where and When CI Will Make a PROFICIENCY IN STRATEGIC Difference Our 3-day intensive certificate in IN COMPETITIVE COMPETITIVE strategic competitive intelligence was designed for managers and INTELLIGENCE - INTELLIGENCE decision makers who decide upon when and where the company will CPCI™ FOR MANAGERS invest in intelligence, as well as those who are at the receiving end of intelligence generation. After Excellence in competitive intelli- completing this training program, gence in theory and practice – this is participants will have a fundamen- the motto of the Institute for Com- tal understanding of the costs, petitive Intelligence. This certificate benefits, and organizational issues is designed to help you achieve associated with efficient CI this level of excellence, through operations. the most comprehensive and elite competitive intelligence program in the world. Agenda Highlights This challenging and inspiring certificate program will What to expect from strategic competitive intelligence: myths support you as you evolve from and reality. being a competitive intelligence Ethics in intelligence generation: creating a guideline for the beginner to a competitive intelli- ethical collection and processing of competitive information. gence professional. Tools and techniques for strategic minds: war gaming, bench- marking, scenarios, risk analysis, competitor strategies analysis, The CPCI comprises the following ICI certificates: battle cards, and strategic market intelligence. Fundamental Certificate in Competitive Intelligence – FCCI™ How to get your CI team up and running: CI processes and infrastructure. Certificate in Competitive Intelligence Research - CCIR How to deal with the bad guys: information warfare and coun- Certificate in Competitive Intelligence Analysis - CCIA ter intelligence. Certificate in Competitive Strategy - CCS How to improve your competitive intelligence: creative and crit- Certificate in Competitive Intelligence Management - CCIM ical thinking. Outmaneuver, outsmart, and outwit your competitors: development of dynamic competitive strategies.

As part of these modules, stu- Participants work together in small dents are required to submit eleven teams on assignments during the assignments, pass one written day and also in the evenings. The exam, and one oral exam. They mandatory pre-workshop dinner must also submit a supervised provides the setting for the initial case study. Candidates who have briefing on the training program attended any of the certificate pro- and gives all the course partici- grams listed above can easily pants the opportunity to get to upgrade to study for the CPCI know each other. certificate! Prerequisite Attendees should hold at least a middle management position and/or have P&L responsibility.

16 17 FACULTY PARTIAL LISTING OF PARTICIPANTS‘ COMPANIES

Accedo Communication Deloitte & Touche Ravensbourne Consulting Jeppesen Acconia Deutsche Messe Reed Exhibitions Jannssen-Cilag Our lecturers are practitioners Actelion Deutsche Post World Net Business Consulting Rennes International School of Business Kemin Health Aesculap DATEV RTI International and leading experts in their fields. Kline & Company Akzo Nobel Industrial Chemicals Digimind Sick KnowledgeAgent They convey proven Competitive Alcatel Lucent Diakonisches Werk Siemens KWS SAAT AG Allianz Eastman Chemical Company Sika Intelligence methods and the Kärcher Allied Vision Technologies Evonik Degusa S-Refit KION Material Holding corresponding implementation Altana Pharma Eckart Schroders Klüber Lubrication know-how. Knowledge that will Andalusian Innovation and Development Agency E.ON Ruhrgas SCHUFA Holding Kolbenschmidt Pierburg Annalise Market Intelligence E Wie Einfach Standard Bank make you indispensable to your KSB AG AMI Ecclesiastical Insurance Office SV Versicherungen Lanxess business. 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. Lundbeck USTV University Sud Toulon Var Philip Morris CTcon Haupt Pharma Valeo Service Petrobras C. deus consulting HP Enterprise Services VR-LEASING Panasonic DaimlerChrysler Halcrow Group Vaillant Parker Hannifin Degussa Heraues Materials Technology Viessmann Werke Philips International DuPont Hermes & Friends Voestalpine Stahl “THE WORKSHOPS WE ATTENDED WERE VERY GOOD. THE Phoenix Solar Doosan Babcock Energy Horváth & Partner Voith Pari Danone Helsinki Metropolia University VonRoll Pfizer Pharma DSM NBD Infineum UK ViaSys Healthcare BEST PART WERE THE ASSIGNMENTS YOU CHOSE FROM REAL Phadia Deutsche Bank Imperial Tobacco vip mobile Project Management Institute Deutsche Börse Systems IKK Sachsen-Anhalt Vodafone PTS München EXAMPLES OR USE CASES, THIS HELPED IN UNDERSTANDING Dow Jones / STOXX IMI Norgren Vector Informatik Renault Dresdner Bank IHS Global Wacker Specialities Robert Bosch Dachser Infoline Wintershall THE CONCEPTS BETTER. ALSO WE COULD RELATE THEM TO OUR REpower Systems Lufthansa Innofact Wallenius Wilhelmsen Logistics RWE DFS Deutsche Flugsicherung Intelligit Wienerberger Research in Motion UK DAY-TO-DAY ACTIVITIES.” Dassault Systems Interbrand Zintzmeyer & Lux Wittenstein Rheinmetall Waffe Munition Dolmar IB International Baccalaureate W.L. Gore Rijk Zwaan Welver Doncasters Group Intrum Justitia WellPoint Rittal RUTURAJ KALAGATE, ATOS, INDIA Dräger Safety IRN Research World Intellectual Property Organization Rockwell Automation Depomed I.C.O.C.I. White & Case Rohde & Schwarz Diakonisches Werk I.S.I.S. Wipro Rolls Royce DSM Pharmaceutical Products Instituto Tecnológico del Calzado y Conexas Xaar PLC 18 Ratiopharm 19 Deutsche Telekom JohnsonDiversey ZF Trading Roche Debio Recherche Pharmaceutique Julius Bär Investment Randstad OUR OFFERING

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 ment, a customized CI program your skills. will be developed that is tailored www.conference.competitive- to your individual needs. The train- intelligence.com ing is aimed at employees within your company’s CI department(s) as well as those operating within Certification the internal CI user network. Need More Information? ICI confirms that its highest certifi- Feel free to contact us on cation level – the Certificate of Profi- +49 6033 971377 or via e-mail: ciency in Competitive Intelligence [email protected]. (CPCI™) – comprehensively covers We will be happy to offer advice in the competencies identified by the order to help you with your own Strategic and Competitive Intelli- personal career planning. Alterna- gence Professionals (SCIP) Body tively attend our complementary of Knowledge (BOK) education pro- “ICI certificate” webinar sessions gram. The BOK program of core where you can ask questions. competency domains was devel- Check out our website for oped in 2008 to define the core upcoming webinar dates! skill set for competitive intelligence professionals.

“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 1120 21 11 CONTACT Tel: +49 6033 971377 www.competitive-intelligence.com [email protected]

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