November 3-4, 2015
Cambridge, Massachusetts
Sheraton Commander Hotel
16 Garden Street
Cambridge, Massachusetts, 02138
Designed by the Legal Marketing Association (LMA) in conjunction with the Fuld-Gilad-Herring Academy of Competitive Intelligence, this tailored two-day course will include collection, basic analysis and war gaming. Educational goals of the certificate include:
- Defining competitive intelligence and its purpose within law firms
- Discussing ethical and legal guidelines
- Teaching collection techniques
- Learning critical analysis skills and providing tools for the analysis of competition and the competitive marketplace
- Educating legal marketers in strategy and strategy testing
Please note, participants must stay until the end of both days to be eligible for the certificate assessment.
Registration price will increase on September 15, 2015. Register today and save!
A small block of rooms at a reduced rate will be available to participants at the Sheraton Commander Hotel. Details will be provided upon registration.
Day 1: CI Fundamentals & Basic Analysis
Leonard Fuld
Fuld-Gilad-Herring ACI
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In this fundamental competitive intelligence course, taught for over 30 years to analysts, managers, planners and researchers of nearly every large corporation globally, you will learn creative and ethical ways to develop timely intelligence on your competitors and markets. You will also learn practical frameworks to assess competitive cost of operations and to analyze the true capabilities of a rival, as well as its immediate future actions.
Learn how to:
- Create intelligence and identify state-of-the-art sources
- Apply the most efficient and effective strategies for finding and analyzing information
- Analyze privately held companies and subsidiaries
- Use the latest Internet intelligence tools and techniques
- Confirm rumors and improve management decision-making
- Learn how and if a competitor can actually execute on its strategy
- Construct an early warning approach to monitor a rival’s changing product, service and market shifts
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Day 2: War Gaming
Benjamin Gilad, PhD
Fuld-Gilad-Herring ACI
Mark Greene, PhD
Lewis Roca Rothgerber LLP |
This course introduces you to the art and science behind war gaming, a technique used by militaries and corporate alike to anticipate competitive events and stress-test strategic options. The idea behind war gaming is to role play third party scenerios so that plans and decisions are created based upon the moves and countermoves of your competition.
While war gaming is a universal tool applicable to every industry (service firms included!), this course will apply specifically to the legal market and the issues facing legal marketers. The application will be led by a seasoned legal marketer, Mark Greene who is also a CIP certified by the Fuld-Gilad-Herring ACI.
Learn how to:
- Analyze industry structure and determine its evolutionary path
- Analyze any third party (competitor, customer, regulator, etc.) and make the best possible prediction of its likely moves
- How to role play a party in a war game
- The principles of strategy and three stress tests every strategy must pass in order to increase its chance of successful implementation
- Tricks of the trade: organizing a war game in your organization –when, what for, with whom, and what to expect
- What war games can deliver and when you shouldn’t try to apply them
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