Industry and Market Analysis
This course will be delivered remotely. The course may be taken individually or as part of the B2B Mastery Track™ Series. Register on this page for the individual course or click here to register for the full B2B Marketing Mastery Track.
MODULES
Four 1.5 hour modules, with two sessions each day separated by a 30-minute break.
OVERVIEW
The course is designed to provide you a set of proven frameworks that will enable you analyze the state and direction of any given industry or market. Emphasis is placed on deriving implications for your firm’s current and potential marketing strategy.
RECOMMENDED FOR:
- Marketing personnel involved in developing marketing strategy.
- Professionals in any function unit with responsibility for marketplace intelligence.
- Individuals in market research, industry analysis and other centers of expertise who want to extend the intelligence knowledge and skills.
FORMAT:
This live virtual workshop will be held over 2 mornings, allowing breaks between modules for application exercises. In addition, break out groups during the workshop will allow peer interaction and instructor feedback.
OBJECTIVES:
After this workshop you will be able to:
- Identify the boundaries of an industry or market
- Describe the key industry or market segments
- Categorize key industry or market changes
- Identify key trends and patterns causing industry or market change
- Develop projections of industry or market evolution
- Identify general business implications (e.g., opportunities, risks, vulnerabilities, etc.)
- Determine firm-specific implications (e.g., strategy, operations, etc.)
CONTENT:
- Why industry/market structures are not what they used to be
- How and why industry/market boundaries shift over time
- Interconnections across industries
- Limitations of traditional industry analysis frameworks
- Thinking of industries as collections of ecosystems
- Drivers of industry/market change
- Projections of the future state of an industry or market
- Emerging marketplace opportunities and risks
- Monitoring key indicators of emerging and potential industry/market change
- Managing industry/market analysis
- Strategy implications
PRICING:
- This Course is offered as part of our B2B Mastery Track
- Individual Course Registration Rate: $1200.00
- Individual Course Registration Non-Member Rate: $1500.00
INSTRUCTOR:
Liam Fahey
Dr. Liam Fahey is co‐founder and executive director of Leadership Forum, Inc. (LFI). His consulting, teaching, research and writing focus on enabling organizations to win in the marketplace through enhanced marketplace intelligence and insight. Liam advises leaders, conducts workshops, consults to analysis specialists, and, engages with work teams in all facets of generating and leveraging marketplace intelligence and insight. In all his work, he brings to bear an extensive academic background and over thirty years of practical experience in a wide variety of industries around the world. Liam is also an ISBM Distinguished Research Fellow. He is also the founder and leader of LFI’s Intelligence Leadership Forum. The Forum allows intelligence and insight practitioners to learn from each other, to hone their personal and professional skills and to augment their organizations’ thinking and decision capabilities. Liam is the author or editor of eight books and more than fifty articles or book chapters, including Competitors: Outwitting, Outmaneuvering, and Outperforming and his newest book, The Insight Discipline: Crafting New Marketplace Understanding that Makes a Difference, which was released in October 2018. He has won awards for his teaching (Teacher of the year at Kellogg School of Management), research (six best paper awards), and professional service (the first winner of the Meritorious Award for Distinguished Service from the Society of Competitive Intelligence Professionals). His corporate clients include, AT&T, Baxter, Bausch & Lomb, Corn Products, DaimlerChrysler, DuPont, Emerson Electric, GE, GM, Hartmarx, Honeywell, IBM, J&J, Lucent, 3M, Marriott Hotels, Motorola, National Starch and Chemical, Nortel, P&G, Pfizer, Schering‐Plough, Texas Instruments, The Saint Paul Companies, Unisys, USG, US West, and Whirlpool. He has delivered executive education for more than ten universities around the globe. Liam has conducted workshops, led projects, and consulted with work teams in leading corporations in more than twenty countries. Prior to co‐founding LFE, he taught at Northwestern University’s J.L. Kellogg Graduate School of Management and at Boston University. He serves as Professor of Management Practice at Babson College. He holds a Ph.D. degree from the University of Pittsburgh.
