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Market Research and Competitive Analysis
Microsoft
4.7
Based on 30 ratings
Microsoft
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/nsclcw/market
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What's inside
Syllabus
Applying market research for product success
In this module, you will learn how to effectively apply market research techniques to make informed product decisions and drive success.
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Syllabus
Applying market research for product success
In this module, you will learn how to effectively apply market research techniques to make informed product decisions and drive success.
Read more
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Market Research and Competitive Analysis.
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Career center
Learners who complete Market Research and Competitive Analysis will develop knowledge and skills
that may be useful to these careers:
Market Research Analyst
Market Research Analyst
The "Market Research and Competitive Analysis" course is foundational for a Market Research Analyst. Learners gain direct experience collecting and analyzing market data to identify opportunities, a core responsibility of this role. The focus on B2B market research methodologies and analyzing enterprise customer needs directly prepares for real-world research projects. Understanding consumer behavior and segmentation, and mastering competitive analysis techniques, are central to providing actionable market intelligence. The final project specifically tasks learners with demonstrating their ability to conduct impactful market research, solidifying their readiness for this career path.
AI Product Manager
AI Product Manager
The "Market Research and Competitive Analysis" course offers exceptionally relevant content for an AI Product Manager, particularly through its dedicated module on AI product market dynamics and ecosystem analysis. This module directly addresses understanding the unique challenges and opportunities in this rapidly evolving market, including evaluating consumer trust and navigating complex regulatory environments. Coupled with core skills in identifying market gaps, analyzing enterprise customer needs, and conducting competitive analysis, learners are well-equipped to develop data-driven strategies for successful AI products. This role typically requires an advanced degree.
Competitive Intelligence Analyst
Competitive Intelligence Analyst
A Competitive Intelligence Analyst thrives on understanding rivals, and this course provides extensive training in competitive analysis techniques. The modules specifically cover uncovering key insights about rivals to gain a strategic advantage, directly aligning with this role's purpose. Learners will be well-equipped to conduct thorough competitive analysis and gain insights into competitors' strategies, a direct learning objective. Understanding market trends and product gaps, as covered in the course, significantly enhances an analyst's ability to contextualize competitor actions and help develop robust counter-strategies for their organization.
Customer Insights Analyst
Customer Insights Analyst
The "Market Research and Competitive Analysis" course is highly relevant for a Customer Insights Analyst. Learners will delve into consumer behavior and segmentation, learning to analyze motivations and segment the market into distinct customer groups. The course also teaches how to create buyer personas, which are crucial for deeply understanding customer characteristics and preferences. The ability to analyze enterprise customer needs and market trends directly translates to generating valuable insights that can inform customer-centric strategies, improve product offerings, and enhance the overall customer experience for any organization.
Product Manager
Product Manager
A Product Manager is deeply involved in identifying market gaps and opportunities to generate innovative product ideas. This course helps build a foundation in understanding enterprise customer needs and market trends, which are critical for defining product roadmaps and feature prioritization. The training in consumer behavior and segmentation helps in creating buyer personas vital for product targeting and user empathy. Furthermore, the module on AI product market dynamics and ecosystem analysis is particularly relevant for those aspiring to manage cutting-edge products, preparing them to evaluate consumer trust and navigate complex regulatory environments successfully.
Product Marketing Manager
Product Marketing Manager
The role of a Product Marketing Manager is inherently strategic and market-driven. This course provides comprehensive skills in market research and competitive analysis, which are essential for defining product positioning, messaging, and go-to-market strategies. Learners will understand how to analyze consumer behavior and segmentation, enabling them to create effective buyer personas and tailor marketing initiatives. The ability to identify market gaps and opportunities, combined with insights into competitors' strategies, directly supports crafting compelling value propositions and developing strategic plans for new and existing products.
Strategy Consultant
Strategy Consultant
A Strategy Consultant frequently tackles questions of market entry, competitive differentiation, and growth, making the "Market Research and Competitive Analysis" course highly relevant. The course equips individuals with the ability to gather and interpret market data to identify product gaps and opportunities, and to conduct thorough competitive analysis. These are foundational skills for advising clients on strategic pathways and offering robust recommendations. The emphasis on making data-driven decisions and developing strategies that address real market needs directly mirrors the core responsibilities of a consultant. This role typically requires an advanced degree.
Business Development Manager
Business Development Manager
A Business Development Manager actively seeks new opportunities, and this course provides valuable skills in identifying market gaps and opportunities. The training in B2B market research methodologies and analyzing enterprise customer needs and market trends is particularly relevant for understanding potential client landscapes and emerging needs. The ability to conduct thorough competitive analysis also helps in positioning offerings effectively against rivals, identifying strategic partnerships, and uncovering new market entry points, directly supporting growth initiatives and expansion strategies for the business.
Innovation Manager
Innovation Manager
An Innovation Manager thrives on identifying market gaps and opportunities to generate innovative product ideas, which is a central theme of this course. The training in market research helps build a foundation for understanding unmet needs, emerging trends, and technological shifts. The module on AI product market dynamics and ecosystem analysis is especially relevant for managers seeking to innovate in rapidly evolving technological landscapes, preparing them to assess new ventures. The course helps develop strategies that address real market needs and drive product success, a key component of successful innovation management.
Brand Manager
Brand Manager
A Brand Manager relies heavily on understanding market dynamics and consumer perceptions to shape a strong brand identity. This course helps build a foundation in consumer behavior and segmentation, enabling the creation of detailed buyer personas crucial for targeted brand messaging and positioning. The skills gained in competitive analysis techniques are vital for understanding how a brand stands against rivals and for identifying unique opportunities for differentiation. Analyzing market trends and developing strategies based on real market needs directly supports building a robust and resilient brand presence in the market.
Growth Marketing Manager
Growth Marketing Manager
A Growth Marketing Manager leverages data and strategic insights to drive user acquisition and retention. The "Market Research and Competitive Analysis" course provides skills in identifying market gaps and opportunities, which can inform new growth avenues and user segments. Understanding consumer behavior and segmentation allows for targeted campaign development and optimization, leading to more efficient marketing spend. The ability to make data-driven decisions and develop strategies that address real market needs directly supports the core functions of a Growth Marketing Manager in scaling user bases and improving engagement metrics.
Business Intelligence Analyst
Business Intelligence Analyst
A Business Intelligence Analyst will find this course's emphasis on gathering and interpreting market data particularly useful. The ability to collect and analyze market data to identify product gaps and opportunities is directly applicable to understanding market performance and competitive landscapes. The course's use of Microsoft tools for B2B market research methodologies aligns with common industry practices in data analysis and reporting. While a Business Intelligence Analyst deals with a broader scope of business data, the specific training in analyzing enterprise customer needs and market trends helps build a foundation for deriving strategic insights necessary for this role.
Data Analyst
Data Analyst
The skills developed in "Market Research and Competitive Analysis" are highly transferable to a Data Analyst role, particularly for those focused on market or customer-centric data. Learners will practice collecting and analyzing market data to identify opportunities, which is a core analytical skill essential for extracting meaningful insights. The course helps build a foundation in interpreting market trends, consumer behavior, and segmentation data, all of which are common tasks for a Data Analyst. The practical application of B2B market research methodologies using Microsoft tools further contributes to hands-on data handling experience.
Strategic Account Manager
Strategic Account Manager
For a Strategic Account Manager, the "Market Research and Competitive Analysis" course may be useful in deepening their understanding of client contexts and competitive landscapes. The course specifically covers B2B market research methodologies and analyzing enterprise customer needs and market trends, which are critical for understanding strategic clients' businesses and industries in depth. The ability to conduct thorough competitive analysis can also help in positioning solutions effectively against alternatives and identifying potential areas for collaboration or expansion within an existing account, fostering long-term strategic partnerships.
User Experience Researcher
User Experience Researcher
For a User Experience Researcher, the "Market Research and Competitive Analysis" course may be useful by providing a strong foundation in understanding user needs and behaviors. The modules on consumer behavior and segmentation are directly applicable, as they focus on analyzing motivations and segmenting markets based on user attributes. Learners will also gain experience creating buyer personas, a critical tool for User Experience Researchers to empathize with and represent target users accurately. Analyzing enterprise customer needs and market trends helps contextualize user research within broader business objectives and market landscapes.
For more career information including salaries, visit:
OpenCourser.com/course/nsclcw/market
Reading list
We haven't picked any books for this reading list yet.
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Takes a unique approach to market research by using real-world examples to illustrate the key concepts. It great read for anyone who wants to learn more about how market research is used in practice.
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Comprehensive overview of quantitative market research techniques. It covers all the essential topics in a clear and concise manner. It great resource for students and professionals who want to learn more about this essential business discipline.
Comprehensive overview of qualitative market research techniques. It covers all the essential topics in a clear and concise manner. It great resource for students and professionals who want to learn more about this essential business discipline.
Comprehensive overview of data-driven market research techniques. It covers all the essential topics in a clear and concise manner. It great resource for students and professionals who want to learn more about this essential business discipline.
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Comprehensive overview of customer-centric market research techniques. It covers all the essential topics in a clear and concise manner. It great resource for students and professionals who want to learn more about this essential business discipline.
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Widely used textbook in university programs for its comprehensive and practical approach to market research. It covers the entire market research process with a strong emphasis on application and managerial decision-making. It is particularly useful for gaining a broad understanding and deepening one's knowledge, and serves as a valuable reference tool. The book includes detailed sections on both qualitative and quantitative methods, making it suitable for students and professionals alike.
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Understanding consumer behavior is fundamental to effective market research. leading text in the field, exploring the 'why' behind consumer decisions. It's essential for anyone looking to deepen their understanding of the human element in market research and is often used in both undergraduate and graduate courses. The book incorporates contemporary topics like the impact of social media on consumer behavior.
Offers a practical introduction to market research, suitable for those seeking a broad understanding or looking to apply research methods in real-world scenarios. It covers the process of gaining market insight and useful reference for practitioners. The book is recognized as a valuable resource for beginners and those in small firms or startups.
This handbook provides a comprehensive overview of market research, suitable for both deepening understanding and serving as a reference. It covers a wide range of topics and is valuable for graduate students and professionals. The authors are well-regarded in the field, adding to the book's authority.
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Focusing specifically on qualitative methods, this book is essential for gaining a deeper understanding of techniques like focus groups and in-depth interviews. It complements broader texts on market research and is valuable for those specializing in qualitative approaches. It's a useful reference for practitioners and students alike.
Delves into the quantitative side of market research, covering methods and analytical techniques. It's crucial for those who need to analyze market data and provides a solid foundation for understanding statistical approaches. It is suitable for students and professionals looking to deepen their quantitative skills.
Considered a classic in marketing strategy, 'Positioning' offers timeless insights into how products and brands are perceived in the minds of consumers. While not strictly a market research 'how-to,' it provides crucial context for understanding the outcomes and applications of market research. It's a must-read for anyone in marketing or market research.
Addresses contemporary topics in market research, particularly the impact of big data and marketing analytics. It's valuable for understanding how new technologies are changing the field. This book is suitable for advanced undergraduates, graduate students, and professionals seeking to stay current with trends.
Given the prevalence of social media in modern market research, this book is highly relevant for understanding how to collect and analyze data from these platforms. It covers tools and techniques for social media monitoring and analysis, making it valuable for those focusing on digital market research.
Presenting market research findings effectively is crucial. focuses on data visualization and communication, essential skills for market research professionals. It helps in translating data into actionable insights and is valuable for anyone involved in reporting research results.
As the title suggests, this book is an excellent starting point for beginners in market research. It provides a concise overview of key concepts and tools, making it ideal for those seeking a broad understanding or prerequisite knowledge. It's a good resource for high school and early undergraduate students.
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Understanding and measuring marketing performance is closely linked to market research. provides a comprehensive guide to marketing metrics, which are often the output of market research efforts. It's valuable for those looking to deepen their understanding of how research informs performance measurement.
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While not specific to marketing, this book foundational text in research design, covering qualitative, quantitative, and mixed methods. It is essential for anyone conducting market research to understand rigorous research methodologies. It's particularly useful for university students and professionals involved in designing research projects.
This handbook focuses on contemporary online and social media research methods, providing practical tools and techniques. It's highly relevant for understanding the digital landscape of market research and is valuable for practitioners and students interested in this area.
Comprehensive overview of advanced marketing research techniques. It covers all the essential topics in a clear and concise manner. It great resource for students and professionals who want to learn more about this essential business discipline.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/nsclcw/market
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Rating
4.7
Effort
2 weeks
Level
Introductory
Via
Coursera
Institution
Microsoft
Instructor
Microsoft
Session
November 3, 2025
- December 8, 2025
Language
English
Transcript
Español
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