Market Research and Competitive Analysis

Market Research and Competitive Analysis

This course is part of multiple programs.

Instructor: Microsoft

Access provided by Upwardly Global

14,337 already enrolled

4 modules

Gain insight into a topic and learn the fundamentals.

50 reviews

Beginner level

Recommended experience

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

92%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

50 reviews

Beginner level

Recommended experience

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

92%

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

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is available as part of

When you enroll in this course, you'll also be asked to select a specific program.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

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.

In this module, you will learn how to effectively apply market research techniques to make informed product decisions and drive success, considering the audience, budget, and timeline. You’ll use insights to identify trends, needs, and potential product gaps for decisions about features, pricing strategies, and target markets.

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 215 minutes

Market Research and Competitive Analysis Course Overview5 minutes
Microsoft AI Product Manager program set up10 minutes
Identifying your target audience20 minutes
The market researcher's toolbox20 minutes
How to design effective surveys and interviews20 minutes
Choosing the right method20 minutes
Uncovering deeper insights20 minutes
Enterprise software buying processes and decision makers20 minutes
A guide to synthesizing market research findings20 minutes
Case study: Enterprise software platform analysis20 minutes
Making data-driven decisions20 minutes
A guide to A/B testing and beyond20 minutes

4 assignmentsTotal 165 minutes

Applying market research for effective product decisions30 minutes
Activity: B2B market research methods90 minutes
Market research methods and selection30 minutes
Data analysis and interpretation for product insights15 minutes

1 discussion promptTotal 10 minutes

Researching enterprise software needs10 minutes

This module will delve into analyzing consumer behavior patterns to understand their motivations, pain points, and decision-making processes, break up the target market into segments based on user characteristics, needs, and preferences, and develop buyer personas to represent customer segments and influence 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 250 minutes

The psychology of buyer choice20 minutes
Identifying latent needs20 minutes
Visualize the user experience journey20 minutes
How to build habit-forming products20 minutes
Understanding B2B decision making units20 minutes
Segmentation strategies for product managers20 minutes
Marketing and selling high-tech products to mainstream customers20 minutes
Segmentation in action30 minutes
The power of buyer personas30 minutes
Developing user personas20 minutes
Discover the whole story30 minutes

4 assignmentsTotal 105 minutes

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

This module covers competitive analysis—analyzing their products, pricing, marketing strategies, and target audiences, uncovering the strengths, weaknesses, opportunities, and threats using various analysis frameworks for each competitor. You’ll also use the Jobs to be Done framework to better understand customer motivations and identify unmet needs.

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 230 minutes

Decoding the competition20 minutes
The innovator's dilemma20 minutes
Competitive research tips20 minutes
SWOT analysis in action20 minutes
Internal-external assessment for product managers20 minutes
Playing to win20 minutes
Understanding customer jobs20 minutes
From jobs to opportunities20 minutes
Applying jobs to be done20 minutes
A guide to analyzing market dynamics20 minutes
Creating a market analysis20 minutes
Blue ocean strategy10 minutes

5 assignmentsTotal 105 minutes

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

This module will help you understand the distinctive features of AI product market. 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.