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Market Analysis

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Soumya Sen

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What's inside

Syllabus

Specialization and Course Overview

Module 1: Identifying Market Segments

In this module, you will learn how to systematically develop a business case by identifying and segmenting your target market. You will explore the concept of market segmentation, find a beachhead market, and calculate the total addressable market (TAM). Additionally, you will create detailed end-user personas to better understand your target audience.

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Learners who complete Market Analysis will develop knowledge and skills that may be useful to these careers:

Reading list

We've selected 48 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Market Analysis.

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Value Proposition Design

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Highly practical guide that introduces the Value Proposition Canvas, a tool to design, test, and manage value propositions. It is an essential companion to 'Business Model Generation' and is useful for anyone looking to understand the patterns of great value propositions and avoid common pitfalls. This book is commonly used by both students and professionals.

Value Proposition Design: How to Create Products...

Value Proposition Design: How to Create Products...

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Business Model Generation

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This foundational book introduces the Business Model Canvas, a widely used strategic management tool. Understanding the business model is crucial for developing a compelling value proposition, as the value proposition key component of the canvas. is often used as a textbook in business programs and is highly relevant for gaining a broad understanding of how value propositions fit into the larger business context.

Business Model Generation: A Handbook for...

Business Model Generation: A Handbook for...

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Competitive Advantage

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Provides a comprehensive framework for understanding and achieving competitive advantage, including the concepts of value chain analysis and industry analysis.

Competitive Advantage: Creating and Sustaining...

By Michael E. Porter 2 Book Collection set:...

Competitive Advantage of Nations

Competitive Advantage by Michael E. Porter (19-Jan...

Strategy: Seeking and Securing Competitive...

Competitive Advantage 1st (first) edition

(Deutsch) Wettbewerbsvorteile (Competitive Advantage):...

Competitive Advantage: Creating and Sustaining...

Competitive Advantage of Nations: Creating and...

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The 22 Immutable Laws of Marketing

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Provides a timeless set of principles that are essential for understanding customer acquisition and marketing in general.

The 22 Immutable Laws of Marketing: Violate Them at...

The 22 Immutable Laws Of Marketing, The Tipping...

The 22 Immutable Laws Of Branding, The 22 Immutable...

The 22 Immutable Laws of Marketing: Exposed and...

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The Innovator's Dilemma

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Discusses the challenges of acquiring customers for disruptive technologies. It provides a framework for understanding how established companies can avoid the innovator's dilemma.

The Innovator's Dilemma: When New Technologies...

The Innovator's Dilemma, with a New Foreword: When...

The Innovator's Dilemma: The Revolutionary Book...

The Innovator's Dilemma 1st (first) edition

The Disruptive Innovation Set (2 Books)

The Innovator's Dilemma with Award-Winning Harvard...

The Innovator's Dilemma: Meeting the Challenge of...

Audible Audiobook

Disruptive Innovation: The Christensen Collection...

(Deutsch) The Innovator's Dilemma (German Edition): Warum...

Audible Audiobook

(Pусский) Дилемма инноватора: Как из-за новых технологий...

The Tragedy of Freedom

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Offers a practical guide specifically focused on creating and improving value propositions, particularly in a B2B context. It provides actionable steps and examples for developing a compelling message that highlights the unique value offered to customers.

The Tragedy of Freedom

The Tragedy of Freedom

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Competing Against Luck

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Introduces the 'Jobs to Be Done' theory, which posits that customers 'hire' products or services to perform specific jobs in their lives. Understanding the job the customer is trying to get done is key to developing a compelling value proposition. This book provides a framework for identifying these jobs and innovating accordingly.

Competing Against Luck: The Story of Innovation and...

Competing Against Luck: The Story of Innovation and...

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The Lean Startup

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While not solely focused on value proposition, this book introduces the Lean Startup methodology, which emphasizes validated learning and iterating on business ideas based on customer feedback. This iterative process is highly relevant to developing and refining a value proposition that truly resonates with customers. It's a must-read for entrepreneurs and those interested in innovation.

The Lean Startup: How Today's Entrepreneurs Use...

The Lean Startup: How Today's Entrepreneurs Use...

(Español) El método Lean Startup: Cómo crear empresas de...

(Español) Lean Analytics: Cómo utilizar los datos para crear...

(Español) El camino hacia el Lean Startup: Cómo aprovechar la...

(Pусский) Бизнес с нуля: Метод Lean Startup для быстрого...

(Français) Lean Startup: Adoptez l'innovation continue...

(Deutsch) Lean Startup: Schnell, risikolos und erfolgreich...

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Lead with a Story

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Emphasizes the persuasive writing aspect of business case development. It provides guidance on structuring arguments, crafting compelling narratives, and effectively communicating the value of proposed initiatives.

Lead with a Story: A Guide to Crafting Business...

(中文) Lead With A Story (Chinese Edition)

Lead with a Story: A Guide to Crafting Business...

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Crossing the Chasm

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This classic book discusses the challenges of acquiring customers in new markets and provides a framework for crossing the chasm between early adopters and mainstream customers.

Crossing the Chasm, 3rd Edition: Marketing and...

Crossing the Chasm: Marketing and Selling High-Tech...

Crossing the Chasm: Marketing and Selling...

Crossing the Chasm [Paperback]

Crossing the Chasm: Marketing and Selling High-Tech...

Crossing the Chasm Publisher: HarperBusiness;...

The Chasm Companion: A Field Guide to Crossing the...

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Covers a wide range of customer acquisition strategies that startups can use.

(Français) Traction - Comment toute start-up peut développer...

(Italiano) Traction. Le strategie vincenti per ottenere una...

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Testing Business Ideas

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Provides a practical guide to testing business ideas and assumptions, including those related to the value proposition. It complements 'Value Proposition Design' by offering a systematic approach to validating whether a proposed value proposition resonates with customers before significant investment.

Testing Business Ideas: A Field Guide for Rapid...

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Marketing Management

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Provides a comprehensive overview of market segmentation and positioning. It covers everything from the basics of market segmentation to the latest trends in positioning. It great resource for marketers who want to learn more about how to segment their markets and target their marketing campaigns more effectively.

Marketing Management, Canadian Twelfth Edition...

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Data Mining with R

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Provides a practical guide to customer segmentation and clustering using R. It covers everything from the basics of data analysis to the latest techniques in customer segmentation. It valuable resource for marketers who want to learn more about how to use R to segment their markets and target their marketing campaigns more effectively.

Data Mining with R: Learning with Case Studies,...

Data Mining with R: Learning with Case Studies...

Data Mining with R: Learning with Case Studies,...

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This practical guide focuses on how to conduct effective customer interviews to truly understand their needs and problems. This is fundamental to developing a strong value proposition that addresses real customer pains and gains. It's a valuable resource for anyone involved in customer discovery and validation.

The Mom Test: How to talk to customers & learn if...

(Español) El Mom Test: Cómo mantener conversaciones con tus...

The Mom Test: How to talk to customers & learn if...

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Strategic Propositions

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Following up on 'Value Prop,' this book likely delves deeper into the strategic aspects of formulating and executing value propositions. It would be valuable for those looking to move beyond the basics and understand how value propositions drive overall business strategy.

Strategic Propositions: Observations on Smart and...

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The Lean Product Playbook

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Provides a practical guide on how to build a great product for less. It covers everything from customer acquisition to product development.

The Lean Product Playbook: How to Innovate with...

The Lean Product Playbook: How to Innovate with...

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The Informed Company

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Focuses on the use of data and analysis in building strong business cases. It provides methods for gathering and interpreting data, performing financial modeling, and presenting results effectively.

The Informed Company: How to Build Modern Agile...

The Informed Company: How to Build Modern Agile...

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Blue Ocean Strategy, Expanded Edition

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Presents a framework for creating new market spaces (blue oceans) rather than competing in existing ones (red oceans). A core element of this strategy is creating a leap in value for buyers, which directly relates to the concept of a value proposition. It offers a broader strategic perspective on value creation.

Blue Ocean Strategy, Expanded Edition: How to...

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Strategize: Product Strategy and Product Roadmap...

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Bridges the gap between product strategy and the business model, providing guidance on creating a compelling product strategy that aligns with the overall business model. It delves into identifying the value proposition as part of this process, making it relevant for product managers and entrepreneurs.

Strategize: Product Strategy and Product Roadmap...

Strategize: Product Strategy and Product Roadmap...

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Creating Winning Value Propositions 2.0

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Likely offers updated insights and approaches to creating effective value propositions. Given the '2.0' in the title, it may incorporate more recent trends and methodologies in the field. It would be valuable for those looking for contemporary perspectives and practical guidance.

Creating Winning Value Propositions 2.0

Creating Winning Value Propositions 2.0

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Blue Ocean Strategy, Expanded Edition

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Introduces the concept of 'blue ocean strategy,' which focuses on creating new market space rather than competing in existing ones.

Blue Ocean Strategy, Expanded Edition: How to...

Blue Ocean Strategy, Expanded Edition: How to...

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Marketing Research

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Provides a comprehensive overview of the market research process. It covers all the steps involved in conducting a market research study, from planning and design to data collection and analysis.

Marketing Research (7th Edition)

Marketing Research (5th Edition)

Marketing Research

Basic Marketing Research: Using Microsoft Excel...

Marketing Research, Global Edition

Marketing Research: Online Research Applications &...

Basic Marketing Research : Using Microsoft Excel...

Spss, Marketing Research

Basic Marketing Research Using Microsoft Excel Data...

Marketing Research with SPSS 10 CD (3rd Edition)

Basic Marketing Research Using Microsoft Excel Data...

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Good Strategy/Bad Strategy

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Provides a practical guide to good strategy. It covers everything from the elements of a good strategy to the traps to avoid. It valuable resource for marketers who want to learn more about how to develop and implement effective marketing strategies.

Good Strategy Bad Strategy: The Difference and Why...

Richard Rumelt 2 Books Collection Set (The Crux &...

Good Strategy Bad Strategy, The Leader Who Had No...

Good Strategy Bad Strategy, Playing to Win...

NEW-Good Strategy/Bad Strategy

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This Is Marketing

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Seth Godin's book emphasizes marketing with empathy and focusing on serving a specific audience. This aligns strongly with the idea of creating a value proposition that truly addresses the needs and desires of a defined customer segment. It offers a modern perspective on marketing and value delivery.

This Is Marketing: You Can't Be Seen Until You...

(Español) Esto es marketing / This Is Marketing: You Can't Be...

Seth Godin 4 Books Collection Set (The Dip,...

This is Marketing You Can’t Be Seen Until You Learn...

這才是行銷: THIS IS MARKETING (Traditional Chinese...

(Türkçe) This is Marketing: İşte Pazarlama

(Deutsch) Das ist Marketing!: So wird man wirklich sichtbar...

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IMC, The Next Generation

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Provides an in-depth look at advanced market segmentation techniques. It covers everything from the latest research on segmentation to the latest trends in segmentation software. It valuable resource for marketers who want to learn more about how to segment their markets and target their marketing campaigns more effectively.

IMC, the Next Generation Five Steps for Delivering...

IMC, The Next Generation: Five Steps for Delivering...

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The Invincible Company

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Explores how established companies can innovate and manage a portfolio of business models. It discusses the importance of exploring new growth engines and reinventing existing value propositions to remain competitive. It's relevant for understanding contemporary challenges in value creation.

The Invincible Company: How to Constantly Reinvent...

The Invincible Company: How to Constantly Reinvent...

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Hands-On Machine Learning with Scikit-Learn, Keras,...

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Provides a comprehensive overview of machine learning. It covers a wide range of topics, from supervised learning to unsupervised learning.

Hands-On Machine Learning with Scikit-Learn, Keras,...

Hands-On Machine Learning with Scikit-Learn, Keras,...

Hands-On Machine Learning with Scikit-Learn, Keras,...

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The Hard Thing About Hard Things

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Provides practical advice and insights from a successful entrepreneur and venture capitalist, covering topics such as leadership, hiring, and building a strong company culture.

The Hard Thing About Hard Things: Building a...

The Hard Thing About Hard Things [Hardcover] By Ben...

(Español) Emprender y liderar una startup: El duro camino has...

The Hard Thing About Hard Things [Hardcover],...

The hard thing about hard things: ondernemen zonder...

Summary of 'The Hard Thing About Hard Things by Ben...

Audible Audiobook

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The Innovator's Dilemma

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Explores the challenges and opportunities of managing innovation in organizations, providing insights into the innovation process and its impact on strategy.

The Innovator's Dilemma: When New Technologies...

The Innovator's Dilemma, with a New Foreword: When...

The Innovator's Dilemma: The Revolutionary Book...

The Disruptive Innovation Set (2 Books)

The Innovator's Dilemma 1st (first) edition

The Innovator's Dilemma with Award-Winning Harvard...

(Pусский) Дилемма инноватора: Как из-за новых технологий...

The Innovator's Dilemma: Meeting the Challenge of...

Audible Audiobook

Disruptive Innovation: The Christensen Collection...

(Deutsch) The Innovator's Dilemma (German Edition): Warum...

Audible Audiobook

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Essential Guide to Operations Management

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This concise guide provides a structured approach to business case development, focusing on key elements such as problem definition, solution design, and financial analysis. It is suitable for busy professionals seeking a quick and effective method for developing compelling business cases.

Essential Guide to Operations Management

Essential Guide to Operations Management: Concepts...

Essential Guide to Operations Management: Concepts...

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The Elements of Statistical Learning

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Provides a comprehensive overview of statistical learning. It covers a wide range of topics, from linear regression to support vector machines.

The Elements of Statistical Learning: Data Mining,...

The Elements of Statistical Learning: Data Mining,...

The Elements of Statistical Learning: Data Mining,...

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Agile Project Management in Easy Steps

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Integrates project management principles into business case development. It provides guidance on aligning business cases with project objectives, managing stakeholder expectations, and monitoring project progress.

Agile Project Management in easy steps

Agile Project Management in easy steps

Agile Project Management in easy steps, 3rd edition

Agile Project Management in easy steps, 2nd edition

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Provides a contrarian perspective on innovation and entrepreneurship, emphasizing the importance of creating truly novel products and services.

Zero to One: Notes on Startups, or How to Build the...

Zero To One,The $100 Startup, You Are a Badass at...

The $100 Startup By Chris Guillebeau and Zero to...

(Pусский) От нуля к единице: Как создать стартап, который...

(Deutsch) Zero to One: Wie Innovation unsere Gesellschaft...

Zero to One, How Work Works, F**k Work, Let's Play,...

Zero to one : creëer de toekomst: wat iedere...

(हिंदी) Zero to One: Notes on Start Ups, or How to Build...

Zero to One: Notes on Start Ups, or How to Build...

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E-Mail Marketing For Dummies

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Covers a critical channel for customer acquisition and provides a practical approach for businesses to use email marketing to reach customers.

E-Mail Marketing For Dummies

E-Mail Marketing for Dummies - 2008

Unknown Binding

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How to Become a Marketing Superstar

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Focuses specifically on developing business cases for marketing initiatives. It provides a structured approach to identifying customer needs, defining marketing objectives, and quantifying the expected return on investment.

How to Become a Marketing Superstar: Unexpected...

How to Become a Marketing Superstar: Unexpected...

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Outlines a framework for developing strategy, starting with the definition of a winning aspiration. Defining where to play and how to win are intrinsically linked to the value proposition and how it will succeed in the market. It provides a high-level strategic perspective.

Playing to Win: How Strategy Really Works

Good Strategy Bad Strategy, Playing to Win...

Playing to Win: How Strategy Really...

Playing to Win: How Strategy Really Works

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Positioning: The Battle for Your Mind

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A classic in marketing, this book focuses on how to position a product or service in the mind of the customer. While not explicitly about value proposition design, effective positioning is crucial for communicating the value proposition to the target audience. provides foundational knowledge in understanding customer perception.

Positioning: The Battle for Your Mind, 20th...

Positioning: The Battle for Your Mind

The 22 Immutable Laws Of Branding, The 22 Immutable...

Positioning: The Battle for Your Mind (1st Edition...

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Global Content Marketing: How to Create Great...

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Focuses on some of the methods used for customer acquisition online and beginner-friendly introduction to content marketing.

Global Content Marketing: How to Create Great...

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Python Machine Learning

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Provides a practical guide to using Python for machine learning. It covers a wide range of topics, from data preprocessing to model evaluation.

Machine Learning with PyTorch and Scikit-Learn:...

Machine Learning with PyTorch and Scikit-Learn:...

Python Machine Learning: Machine Learning and Deep...

Python Machine Learning - Second Edition: Machine...

(Italiano) Machine Learning con Python - Nuova edizione:...

(Deutsch) Machine Learning mit Python und Keras, TensorFlow 2...

(Español) Machine Learning con PyTorch y Scikit-Learn:...

(Español) Python Machine Learning

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Social Media Marketing

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Addresses the challenge of quantifying the benefits of social media marketing. It provides practical methods for measuring the return on investment from social media campaigns and aligning them with business objectives.

Social Media Marketing: An Hour a Day

Social Media Marketing: The Next Generation of...

Social Media Marketing: An Hour a Day, 2nd Edition

Social Media Marketing Strategy 2023: The “Boss...

Marketing with Social Media: An Hour a Day...

Become a Successful Social Media Marketer: Social...

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Discusses the impact of big data on business and society. It provides insights into how to use big data to gain a competitive advantage.

Big Data: A Revolution That Will Transform How We...

Learning With Big Data (Kindle Single): The Future...

(Italiano) Big data. Una rivoluzione che trasformerà il nostro...

(Español) Big data: La revolución de los datos masivos...

(Deutsch) Lernen mit Big Data: Die Zukunft der Bildung

(Deutsch) Big Data: Die Revolution, die unser Leben verändern...

(Español) Aprender con big data

Learning with Big Data: The Future of...

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Deep Learning for Coders with fastai and PyTorch

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Provides a practical guide to using deep learning for building AI applications. It covers a wide range of topics, from neural networks to natural language processing.

Deep Learning for Coders with Fastai and PyTorch:...

Deep Learning for Coders with fastai and PyTorch:...

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Profit from the Core

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Argues that the most sustainable path to profitable growth is by concentrating on the strength of the core business. Understanding and reinforcing the core value proposition key theme, making it relevant for established companies looking to grow.

Profit from the Core: A Return to Growth in...

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Complex Enterprise Architecture

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Addresses the specific challenges of developing business cases for enterprise architecture initiatives. It provides guidance on quantifying the benefits of enterprise architecture and aligning it with business objectives.

Complex Enterprise Architecture: A New Adaptive...

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Innovation by Design

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Provides a comprehensive guide to implementing design thinking within organizations to drive innovation and solve complex problems.

Innovation by Design: How Any Organization Can...

Innovation by Design: How Any Organization Can...

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Get the Right Things Done: The Drucker Collection...

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Peter Drucker foundational figure in management thinking. While this specific book might not be solely focused on value proposition, Drucker's work often emphasizes the importance of understanding the customer and creating value, which are core to the concept of value proposition. His writings provide a broader understanding of business principles.

Get the Right Things Done: The Drucker Collection...

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The Founder's Dilemmas

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While focused on the challenges faced by startup founders, this book touches upon decisions related to equity splits, roles, and relationships, which can indirectly impact the ability to deliver on a value proposition. It provides valuable context on the internal dynamics of a startup.

The Founder's Dilemmas: Anticipating and Avoiding...

(中文) The Founder's Dilemmas (Chinese Edition)

Founder's Dilemmas

The Founder's Dilemmas: Anticipating and Avoiding...

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Introductory

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Institution

University of Minnesota

Instructor

Soumya Sen

Language

English

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