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Market Research and Competitive Analysis

Market Research and Competitive Analysis

This course is part of multiple programs.

Instructor: Microsoft

13,568 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

49 reviews

Beginner level

Recommended experience

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

91%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

49 reviews

Beginner level

Recommended experience

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

91%

Most learners liked this course

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

18 assignments¹

AI Graded see disclaimer

Taught in English

91% of learners achieved a positive career outcome

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There are 4 modules in this course

Equip yourself with the skills to gather and interpret market data, assess the competitive landscape, and generate innovative product ideas. This course focuses on identifying market gaps and opportunities through thorough research and competitive analysis. You'll learn to apply B2B market research methodologies using Microsoft tools, analyze enterprise customer needs and market trends, and complete a final project demonstrating your ability to conduct impactful research. Delve into consumer behavior and segmentation, create buyer personas, and master competitive analysis techniques. Understand the unique dynamics of the AI product market, including data ecosystems and regulatory influences. This course empowers you to make data-driven decisions and develop strategies that address real market needs.

By the end of the course, you will be able to: -* Collect and analyze market data to identify product gaps and opportunities. *Conduct thorough competitive analysis to gain insights into competitors' strategies. *Complete a final project that explains the ability to conduct market research and competitive analysis. -Apply B2B market research methodologies using Microsoft tools -Analyze enterprise customer needs and market trends A Microsoft 365 license or free trial is needed to complete the course activities.

Module details

In this module, you will learn how to effectively apply market research techniques to make informed product decisions and drive success.

What's included

6 videos12 readings4 assignments1 discussion prompt

6 videosTotal 19 minutes

Your market research toolkit3 minutes
The insight funnel3 minutes
Storytelling with data3 minutes
User Power BI for market analysis4 minutes
The power of data2 minutes
Data-driven decision making as an entry level PM5 minutes

12 readingsTotal 120 minutes

Market Research and Competitive Analysis Syllabus10 minutes
Microsoft AI Product Manager program set up10 minutes
Identifying your target audience10 minutes
The market researcher's toolbox10 minutes
How to design effective surveys and interviews10 minutes
Choosing the right method10 minutes
Uncovering deeper insights10 minutes
Enterprise software buying processes and decision makers10 minutes
A guide to synthesizing market research findings10 minutes
Case study: Enterprise software platform analysis10 minutes
Making data-driven decisions10 minutes
A guide to A/B testing and beyond10 minutes

4 assignmentsTotal 90 minutes

Market research methods and selection15 minutes
Data analysis and interpretation for product insights15 minutes
Applying market research for effective product decisions30 minutes
Activity: B2B market research methods30 minutes

1 discussion promptTotal 10 minutes

Researching enterprise software needs10 minutes

In this module, you will explore the world of consumer behavior, learning to analyze their motivations and segment the market for targeted product strategies.

What's included

5 videos11 readings4 assignments

5 videosTotal 20 minutes

The consumer journey in 3 minutes2 minutes
Decoding consumer behavior5 minutes
Market segmentation 1015 minutes
Bringing personas to life2 minutes
Building buyer personas5 minutes

11 readingsTotal 110 minutes

The psychology of buyer choice10 minutes
Identifying latent needs10 minutes
Visualize the user experience journey10 minutes
How to build habit-forming products10 minutes
Understanding B2B decision making units10 minutes
Segmentation strategies for product managers10 minutes
Marketing and selling high-tech products to mainstream customers10 minutes
Segmentation in action10 minutes
The power of buyer personas10 minutes
Developing user personas10 minutes
Discover the whole story10 minutes

4 assignmentsTotal 105 minutes

Consumer behavior and decision-making30 minutes
Market segmentation strategies15 minutes
Consumer behavior and market segmentation30 minutes
Activity: Enterprise buyer persona development30 minutes

In this module, you will become proficient in the art of competitive analysis, uncovering key insights about your rivals to gain a strategic advantage.

What's included

9 videos12 readings5 assignments

9 videosTotal 36 minutes

Know the competition2 minutes
Stay ahead of the game5 minutes
Using Power BI for competitive analysis4 minutes
A strategic snapshot3 minutes
Introduction to SWOT analysis5 minutes
Strategic assessment in the real world6 minutes
The milkshake dilemma5 minutes
Jobs to be done tools and templates5 minutes
The competitive landscape2 minutes

12 readingsTotal 120 minutes

Decoding the competition10 minutes
The innovator's dilemma10 minutes
Competitive research tips10 minutes
SWOT analysis in action10 minutes
Internal-external assessment for product managers10 minutes
Playing to win10 minutes
Understanding customer jobs10 minutes
From jobs to opportunities10 minutes
Applying jobs to be done10 minutes
A guide to analyzing market dynamics10 minutes
Creating a market analysis10 minutes
Blue ocean strategy10 minutes

5 assignmentsTotal 105 minutes

Competitive research and intelligence gathering15 minutes
SWOT analysis for competitive advantage15 minutes
Unlocking customer needs15 minutes
Competitive forces for product strategy30 minutes
Activity: Enterprise software market landscape30 minutes

This module will help you understand the exciting world of AI product management. We'll explore the unique challenges and opportunities in this rapidly evolving market. You'll learn how to analyze the competitive landscape, evaluate consumer trust, and navigate the complex regulatory environment. By the end of this module, you'll be well-equipped to tackle the challenges and opportunities of bringing AI products to market.