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Competitive Intelligence and Data-Driven Decision Making


Competitive Intelligence and
Data-Driven Decision Making

In an increasingly volatile, uncertain, complex and ambiguous world - V.U.C.A. - successfully navigating the competitive environment is increasingly difficult. The amount of information available (BIG DATA), as well as misinformation (FAKE NEWS) grow exponentially making decision-making and developing strategies difficult. Top management thus needs actionable insights to support decision-making and execution, with the aim of increasing the overall performance of the company, in the present and in the future. This program addresses these challenges in an integrated manner, covering all functional areas and at various organizational levels.

Participation in the course gives all participants a certificate of advanced training from NOVA IMS at NOVA University in Lisbon.

Partner Entity

  • Scip

Who is it for?

The recipients of this program are the management staff, with responsibility for strategic decision-making, as well as the intermediate staff who support strategic and tactical decision-making, and who aspire to a successful leadership role in organizations. Managers who make business decisions and who want to increase their professional impact, as well as that of the company they represent, will have in this program an essential development base. Business analysts, Data Scientists and Information Technology professionals have in this program the opportunity to complement their skills to be able to aspire to a management function or business strategy. The models and tools presented can be applied from multinationals (MNEs) to small and medium-sized companies (SMEs).


The main objective of Executive Program in Competitive Intelligence and Data-Driven Decision Making is to increase the strategic competitiveness of Portuguese companies. This can only be achieved through the superior preparation of the top management - C-Suite - and their functional areas to deal with a current and future decision context, which is characterized by volatility, uncertainty, complexity and increasing ambiguity. Executives and their companies will be equipped with critical skills in data-driven decision-making, through the transformation of data into actionable insights and the development of successful competitive strategies. 

  • Understanding what is actionable Insights-based Decision Making Is (Competitive Intelligence);
  • Develop the ability to analyze data and information from the competitive environment in a structured way, either with traditional methodologies or with Data Science / Artificial Intelligence;
  • Development of winning competitive strategy at the level of the company, its business and functional areas;
  • Application of the Competitive Strategy in support of Digital Transformation;
  • Application of competitive strategy in present decision making (through insights) and in the future (through Foresight and Scenario Planning).


The structure of this program aims to adjust to the reality of companies through the frequency of different modules that address different needs and with different practical results. It is advisable to frequency the various modules in the order they were developed, and this does not limit the frequency of modules in a loose way to bridge knowledge gaps (except Module 5).

The modules last from 1 day (8 hours - 9 a.m. - 6 p.m.) in face-to-face version.

NOTE MODULE 5: the frequency of previous modules is mandatory.

  • Module 1

    Data-Driven Decision Making (8H):

    This module addresses the basics of Decision Making. In particular, how company and executive performance can be improved through Decision Making supported by actionable data, information and insights (Intelligence). The current Decision-Making context will be analyzed and discussed, as well as the concepts of vuca world, Black Swans, Industry Change Engines and Strategic relevant. The impacts will be identified and dismantled for further resolution through Competitive Strategy and Competitive Intelligence. Cognitive Bias and Analysis will be addressed in detail in the sense of creating self-awareness for errors of judgment, and elimination of blindspots that we are normally victims of in decision making. The identification of competitive intelligence needs will be addressed through the implementation of a specific Framework for this purpose (Issue Analysis).

    • Decision-Making Context;
    • Industry Change Drivers;
    • Impacts on Decision Making;
    • Competitive Inteligence Concepts;
    • Analysis;
    • Cognitive Bias;
    • Blindspots;
    • Issue Analysis + Must-Win Battles.
  • Module 2

    KITs, OSINT and HUMINT (8H):

    This module builds on identifying CI needs by identifying which topics should be monitored (KITs), as well as the key questions that the CI will have to answer (KIQs). To this end, the main techniques for collecting secondary information in open sources (OSINT) as well as in human or primary sources (HUMINT) will be presented. Highlight that these two data collection disciplines are extremely relevant to the effectiveness and efficiency of any professional, at any role, hierarchical level, in any industry. The ability to find the necessary information and structure to later be used is fundamental in an information overload world. On the other hand, the ability to "read" the nonverbal language of colleagues, customers, consumers, etc. translates into an increase in Emotional Intelligence, critical to personal and professional success.

    • OSINT
      • Collecting Digital Information (Boolean Operators);
      • Main information collection platform on the Web;
      • Social Web Listening.
    • HUMINT
      • Interview and Elicitation Techniques
      • Non-Verbal Intelligence / Body Language.
    • Information structuring and noise reduction;
    • CI System (CI, Business, Marketing, and Personal/Professional Information System).
  • Module 3

    Competitive & Intel Analysis (8H):

    This module focuses on the analysis of data and critical information for through Systematic Thinking (Systems Thinking) and based on techniques, tools, and Frameworks to reach the insights that allow an Informed Decision Making and design of successful strategies in the market. These artifacts will be shared and put into practice through practical exercises using real data and information (information from the participants' companies may be used in the case of being mono company). The result of this module is the insights that will be triggered by the analyst or decision-makers in short- or long-term decision-making depending on the KIT/KIQ in question. The depth of insights ranges from the company's Strategy to Social Media.

    • Intelligence Funnel© - proprietary methodology (Exercise);
    • SWOT / TOWS (Exercise);
    • Generic Strategies and Positioning Clock (Case Study);
    • Marketing Communications Decision Model (Exercise);
    • Digital Brand Architecture – (Exercise);
    • Marketing Metrics;
    • Advertising Media and Web Metrics (Demo);
    • Social Media Analytics (Case Study).
  • Module 4

    Intelligence Communication (8h):

    The best and most correct insights of nothing do if they do not reach the right decision-making, at the right time, and clearly. This module focuses on the dissemination and communication of insights through the development of the correct handovers, in the correct form and preference of the decision-taker. Concepts such as Data Storytelling and Design Thinking will be addressed here as enhancers of effective communication in Competitive Intelligence, and that obviously applies to other business areas. It is thus a core competence in today's business world where the ability to pay attention (span) is getting smaller and smaller. The practical part is based on Role Play, simulation and a pitch based on the development of a Competitor Profile.

    • Presenting to Win / Data Storytelling;
    • Visual Thinking;
    • Intelligence Elevator Pitch;
    • Design Thinking;
    • Competitor Profiling (from the company's strategy to marketing and communication).
  • Module 5A

    Business War Game (8h):

    A Business War Game is a strategic simulation exercise where the cross-impacts of the various economic agents are taken into account in a given market or situation where decision-making is too important to be done in a purely intuitive way. Examples of these situations are the entry into a new geographic market, launch of a new product, or a new communication campaign to reposition a product or brand. A Business War Game can also serve to confirm (stress-test) the strategy developed at any level.

    • Business War Game
      • Concept;
      • Process.
    • Business War Game Workshop
      • Development or confirmation of Strategies and Decision Making.
  • Module 5B

    Scenario Planning (8h):

    The only way to predict the future is to build it. Scenario Planning is a process of identifying plausible or impaction scenarios that allows organizations to guide themselves to achieve their goals. In the current context, this methodology is critical in anticipating the market and competitors. This module is divided between the sharing of the process as well as its effectiveness in the construction of the scenarios themselves. The result is a set of scenarios that allow the development of successful strategies in the short- and long-term.  

    • Scenario Planning
      • Concept;
      • Process.
    • Scenario Planning Workshop
      • Development of scenarios and identification of strategies and decisions necessary for short- and long-term success.
  • Module 5C

    CI System Set-up (8h):

    This module focuses on the implementation of a Competitive Intelligence system. It serves as an integrative summary (wrap-up) of modules 1-4. They will be shared with best practices as well as the framework for implementing an IC System that will allow the establishing of a world-class function. Highlight that the instructor of this module has long experience in the practical implementation of these functions, both on the company side and on the consultant side, in some of the largest national and international top20 companies in Forbes. This allows participants to shorten implementation time and a base with future development potential, avoiding unnecessary costs.

    • CI System Roadmap;
    • The Good the Bad and the Ugly;
    • Sharing Challenges and Best Practices;
    • Tips and advice.
  • Module 5D

    Data Visualization (8h):

    The main objective of the module is to make known the decision support capacities enhanced by the use of Business Intelligence platforms and to support the construction of dashboards that respond to the specific needs of the course participants.

    • Understand the Business Intelligence process;
    • Understand the role of analytical applications, monitoring the performance of organizations and visualization tools in the process of Information Discovery and Storytelling with Data;
    • Identify and build the key indicators of analytical applications in an organizational context;
    • Design dashboards that support the storytelling of relevant information for decision making (in PowerBI).
  • Module 5E

    Data Science (8h):

    Companies are increasingly inundated with data collected automatically and often in real time through an increasing number of channels. These data potentially provide managers with the ability to better understand their customers, allowing them to define strategies to maximize business opportunities. In this context, understanding the Big Data phenomenon is fundamental for all managers and decision makers. A solid understanding of what it means, its implications and its potential gains, makes it feasible to define a strategy that enhances the benefits of Big Data.

    In this session we will analyze how the future of these investments is linked to their capacity to generate value, therefore, a pragmatic approach in their use, insertion in the organization and evaluation of their contribution to the business is essential.

    • Introduction to Big Data;
    • Processes and People;
    • Big Data Technologies and Methods;
    • Case Studies;
    • The Role of Big Data in Innovation;
    • Big Data Implications.

Teaching Staff

Flávio Pinheiro

Professor at Universidade NOVA de Lisboa

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Luís Madureira

Program Coordinator | Professor at Universidade NOVA de Lisboa

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Miguel de Castro Neto

Program Coordinator | Professor at Universidade NOVA de Lisboa

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General Information

Investment for Open Enrolment per Participant

  • Fees per student Value per Module: €700 (8H);
  • Certified upon completing 5 Modules (4 required and 1 optional);
  • Optional Modules only available upon the frequency of the 4 Base Modules;
  • Minimum of 5 students to complete the Program.

Coffee breaks and access to the parking are included.

The course fees may be paid in installments: 40% upon confirmation of enrollment in the course and 60% up to 2 weeks before the beginning of the course.


This course will be taught in Portuguese.


The discounts below are not cumulative:

  • 10% for Students and Alumni (undergraduate, graduate, master and doctoral) of NOVA IMS, if paid individually;
  • 20% discount on the registration of 5 people from the same company;
  • 30% discount for AD NOVA IMS member entities.

Certificate of Advanced Training

Participation in the course awarded all participants an advanced training certificate from the NOVA IMS of the Universidade Nova de Lisboa, after completing 5 Modules (4 required and 1 optional).

Cam Mackey
Executive Director | SCIP
Andrea Mohamed, MBA
Vice President of Strategy, Innovation, Marketing and Communications
Eva Steffen
Strategic Marketing Manager | Market Intelligence
Paul Habrecht
Manager, Mergers & Acquisitions | Consumer Products
Emily Saitta
Global Market and Competitive Intelligence Lead | Fraud & Identity Solutions
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Despite being surrounded by data and armed with almost limitless computing power, the role of human judgment in making strategic decisions has never been more important. By bridging the science of data analytics with the art of competitive intelligence, this course will enable participants to make decisions impacting strategy and performance with greater confidence. As the leading non-profit community for competitive intelligence professionals, SCIP is pleased to support this exciting new training program.
The NOVA IMS/SCIP Executive Education Course in Competitive Intelligence and Data Driven Decision Making was a masterclass for anyone leading an intelligence function within a business. Luis is a prolific, accessible and personable instructor who seamlessly blends real world experience with theoretical grounding. At the conclusion of the course, I now have all the tools and knowledge I need to develop a roadmap for building toward a world class function. Highly recommend!
Luis is like an encyclopedia for CI. Not only does he know all the frameworks, tools and theories but he also has strong experience in the application of those. The many real life examples and hands-on demonstrations in the training helped me to transfer the knowledge to our specific environment. The content and additional material which goes broad and deep will serve me as a valuable tool box over the next months or years as we develop a CI function in our organization.
The Executive Education Program on CI and Data Driven Decision Making offered by SCIP and NOVA IMS made an immediate impact on my day to day work in M&A and gave me the theoretical framework to think creatively about better integrating CI tools and frameworks into the formal corporate development processes of my firm. From the quality of my own analysis to enhanced deliverables and storytelling, the return on investment for participating in the program has been tremendous.
One unexpected bonus from the SCIP course was the accessibility to Luis. He sent relevant materials and content to help me with a specific question I had about creating a competitive intelligence roadmap. The one-on-one support was a big help and much appreciated!