Benchmarking Frameworks and Tools
A strategic module to structure your oral competitive analysis
Whether you are a marketing analyst, research officer, or strategic consultant, this module provides you with the essential foundations to professionalize your oral benchmarks.
Do you want to better understand what your competitors are doing, saying, and how they are positioning themselves?
Do you often have to present a clear analysis orally to your management or teams?
Are you looking to collect field insights by asking the right questions?
This module is for you.
It can be taken independently or integrated into the complete “Marketing & Communication".
What you will learn:
- The fundamentals of oral competitive benchmarking – Understand what distinguishes this approach from traditional benchmarking.
- The essential tools – Understand analytical frameworks such as:
- SWOT to decipher your strengths and weaknesses against the competition,
- Competitive matrix to visualize relative positioning,
- Perceptual map to represent your brand’s place in the universe perceived by your customers.
- The role of benchmarking in strategic analysis – Learn how to structure your oral observations to generate concrete recommendations.
Thanks to a clear, illustrated, and action-oriented approach, you will know how to transform data collected orally into key differentiating arguments for your company.
This module is primarily aimed at professionals in charge of competitive analysis, strategic intelligence, or corporate marketing strategy.
