Learners will master demographic data analysis techniques using Excel, create compelling visualizations, and develop professional insight presentations that inform marketing strategies.

This module provides a comprehensive, hands-on journey into modern customer retention. You will start by understanding why personalized segmentation is critical and then learn how to identify lifecycle stages using HubSpot. You’ll also master cohort analysis to diagnose customer churn drivers, drawing inspiration from real-world examples like Netflix and Amazon. The module culminates in applying these skills to build a complete Customer Retention Toolkit, equipping you to create and execute data-driven strategies that re-engage lapsed users and foster long-term loyalty.

Learn how to monitor competitor activity using market intelligence tools, identify the updates that matter most, and document actionable implications for go-to-market execution. Focus on separating meaningful signals from noise to support timely business decisions.

Learn how to transform competitor insights into concise, audience-focused updates for internal stakeholders. Practice creating competitive summaries that connect market changes to clear recommendations and business actions.

In this module, you will learn how to evaluate competitor pricing models and use pricing psychology to understand how customers perceive value. You will explore common SaaS pricing structures, tier framing, feature gates, and billing conditions, then practice building a pricing comparison matrix. By the end, you will be able to identify competitive pricing exposures and advantages that can inform internal pricing decisions.

In this module, you will learn how to analyze the impact of pricing changes on market demand using elasticity, historical volume data, and scenario modeling. You will explore how to interpret price impact outputs, document assumptions, and communicate pricing risks to cross-functional stakeholders, then practice running a demand analysis in the Price Impact Model. By the end, you will be able to make evidence-based recommendations about pricing changes and their likely demand effects.

In this project, you will take the role of a Product Marketing Manager tasked with identifying a growth opportunity for a struggling feature. You will analyze customer feedback, benchmark against a competitor's pricing shift, and propose a targeted, evidence-based retention strategy supported by audience and competitive data.