Introduction

 

The Business Intelligence Institute® was founded in 1996. It is the only independent Institute in Europe which offers a complete business and competitive intelligence training program. The Business Intelligence Institute® has been developed in close cooperation with Kirk Tyson International Inc. in Chicago - New York, USA. The Institute offers an integrated approach to practical training programs of concepts, tools, methodologies and techniques to successfully practice the business and competitive intelligence discipline in a client's own company. The very practical trainings and workshops are facilitated by specialists with many years of expertise and experiences in business & competitive intelligence throughout Europe and the Americas. The Business Intelligence Institute® has conducted training and workshop events in Boston, Montreal, Chicago, New York, London, Amsterdam, Brussels, Paris, Barcelona, Frankfurt, Milan, Prague and Rome. The Business Intelligence Institute® is an activity of Rodenberg, Tillman & Associates B.V., an international consultancy for strategic marketing and business research. The firm has developed a leading expertise in business and competitive intelligence throughout Europe.

Training Program

 

Ad 1. Custom made in-company training and/or workshops

Companies are getting more aware that Business & Competitive Intelligence activities need to be in line with the company's objectives and strategies and in line with the company's organisational set-up.

The advantage of a custom-made course is that the content, the set-up, the duration and date is in line with the specific needs of the company. In addition a group of people involved in Business & Competitive Intelligence can be trained at the same time, which increases the benefit of the total intelligence activities within the company.

 

Each course is different, for example:

• Half-a-day, one-day or two-days;
• Sales focused, competitor focused, technology focused or market research focused;
• Focused on data & information gathering or on analysis & interpretation;
• National or international oriented;
• Strategic or operational focused;
• One to two persons, a group of people from different disciplines, a group of people which are part of an engagement team;
• As a presentation, as a workshop or as an interactive training session.

 

We are flexible and experienced to develop really custom made courses. However, we need our customer's input. Preferably this is done by personal conversations with all or some of the attendees. Areas of attention are:

 

• In what areas of key Intelligence topics the individuals/company are interested in;
• Which challenges the individuals/company are facing;
• What is the level of knowledge and experience in Business & Competitive Intelligence;
• To what extend Business & Competitive Intelligence is already integrated into the organisation.

 

 

Ad 2. Cross company training

The training session across companies is a two-days interactive training session for a group of people working for different companies. Compared to the custom made in-company training, this session is dealing with standard materials, developed and updated by Rodenberg, Tillman & Associates.

The courses will cover three main items:

First day:

• The Business & Competitive Intelligence concept.
  à To ensure a common understanding.
• The process from information gathering towards analysis, interpretation and reporting of intelligence.
  à We will discuss step by step how to make an intelligence report. From briefing, debriefing, defining intelligence needs, sources, analysing tools up to reporting.
  

 

Second day:

• The implementation of intelligence into the organisation.
  à Along "The Tillman Six Phases Model of Implementation", which is an approach based on best practices. All phases (concept understanding, process start-up, organisational issues, output, supporting systems and intelligence activity operational) will be discussed.

 

Each day will exist of one part "practical theory" and one part workshop: During the session many examples of real time cases will be used by the trainer. In addition we expect that the attendees contribute according to their specific experiences. Since different companies from different industries are represented, interaction will give interesting discussions, where everybody can learn and benefit from.

 

Ad 3. Executive Masterclass

The Executive Masterclass is a halfday program, developed especially for Senior Management. Objective is to create awareness and especially understanding and acceptance at senior level of business & competitive intelligence as a management discipline. The program shows which values competitive intelligence can create within the organisation and how to achieve this.

Based on case examples of successes and failures of other leading companies within your own industry and towards outside industry boundaries, an open discussion between senior management attendees will enrich this session.

The message is clear. As we are moving very fast from managing what we know to the management of uncertainty, senior management must understand the discipline of competitive intelligence.

Training Content

In all three courses (custom-made, cross company and executive masterclass) the training sessions and workshops concern:

 

• Business & Competitive Intelligence as Management Discipline:
  à the link between marketing, strategy, technology and actionable intelligence to support the decision making process.
• Business & Competitive intelligence as a process:
  à the implementation of this Management discipline into the organisation, step by step.
• Business & Competitive Intelligence as a product:
  à making an added value intelligence report towards action.

 

A selection of the items which are covered in the program are:

• introduction to the business & competitive intelligence concept;
• how to find the right information in published, non-published, internal and external sources;
• how to structure the information;
• how to transform the information gathered into useful intelligence briefings;
• how to analyse and interpret the information;
• how to implement intelligence in the organisation;
• how to maintain network relations with the users of intelligence and with management;
• how to use intelligence as input for decision making;
• how to create shared knowledge via a knowledgebase;
• how to use intelligence as a management discipline;
• how to link business intelligence with the marketing and management processes;
• introduction to Perpetual Strategy^®;
• how to use intelligence and Perpetual Strategy^® for continuous improved decision making.

 

Target Audience

The training courses of The Business Intelligence Institute^® are developed for people who are aiming to develop and implement vision and strategies in a practical way. People who are intending to use business and competitive intelligence as a strategic marketing and management discipline. We are aiming at the following target groups:

• Market Researchers
• Market & Business Analysts
• Marketing Managers
• Corporate Planners
• Strategy Advisors
• Intelligence Managers

 

Costs & Registration

The costs for the custom made in-company training sessions depend on the set-up of the training/workshop. After a short briefing a cost quotation will be given on request.

The course fee for the two-days cross company training is Euro 1,950.- per person, including lunch, diner on the first evening and course materials, excluding VAT, hotel- and travel expenses. However, it is also possible to attend only one of the two sessions (no matter which). A one-day course is Euro 1,250.- per person, excluding VAT.

The costs for the half-day Executive Masterclass are Euro 650.- per person, including course materials and networking drinks, excluding VAT.

For questions or registration, please contact Mr. J.H.A.M. Rodenberg:

• phone +31 (0)621-536 078
• e-mail rodenberg@rodenberg.nl
• fill out the information request form.