Market Research & Competitive Intelligence

The Market Research & Competitive Intelligence programme provides the methods and tools required to analyse a market, understand its environment and anticipate competitive changes.

In a constantly changing economic context, companies must make strategic decisions based on reliable data and an in-depth analysis of their environment.

This module enables learners to master market research and strategic intelligence techniques in order to identify opportunities, limit risks and strengthen company competitiveness.

• Carry out a complete market research study
• Analyse the economic and competitive environment
• Identify opportunities and threats
• Set up competitive intelligence
• Collect and analyse relevant data
• Make informed strategic decisions

• Market analysis
• Strategic intelligence
• Data collection and processing
• Competitive analysis
• Strategic decision-making
• Use of analytical tools

• Introduction to market research
• Environmental analysis (PESTEL)
• Competitive analysis
• Demand and customer behaviour analysis
• Data collection methods (quantitative and qualitative)
• Analytical tools (SWOT, benchmarking, etc.)
• Setting up competitive intelligence
• Data exploitation and interpretation
• Support for strategic decision-making
• Case studies and role-play simulations

• BTS students (MCO, NDRC, GPME, etc.)
• DCG students
• Individuals undergoing professional retraining
• Entrepreneurial project holders
• Employees wishing to develop strategic analysis skills

• Bac level recommended
• Interest in marketing and strategy
• Analytical and synthesis skills

• Theoretical and practical lessons
• Real-life case studies
• Tutorials
• Analytical exercises
• Role-play simulations
• Individual coaching

• Case studies
• Multiple-choice tests
• Practical assignments
• Market analyses
• Continuous assessment

• Marketing research officer
• Marketing assistant
• Strategic intelligence officer
• Business development officer

• BTS / DCG
• Programmes in marketing, strategy or management
• Specialised Fortitude Academy programmes

This programme is accessible to people with disabilities. Reasonable adjustments can be offered according to needs, in coordination with the Fortitude Academy disability officer.

• A programme focused on strategic analysis and decision-making
• Concrete, operational approach
• Use of professional tools
• Realistic case studies
• Personalised support