Market Research and Competitive Analysis
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Market Research and Competitive Analysis
This course is part of multiple programs.
Instructor: Microsoft
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Skills you'll gain
- Competitive Intelligence
- Customer Insights
- Data-Driven Decision-Making
- Product Strategy
- Product Development
- Market Opportunities
- Target Audience
- Competitive Analysis
- Consumer Behaviour
- Target Market
- Business Strategy
- Gap Analysis
- Customer Analysis
- Business Research
- Market Intelligence
- Market Research
- Market Analysis
- Product Management
- Persona Development
- AI Product Strategy
Details to know
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- 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.
What's included
6 videos12 readings4 assignments1 discussion prompt
6 videos•Total 19 minutes
- Your market research toolkit•3 minutes
- The insight funnel•3 minutes
- Storytelling with data•3 minutes
- User Power BI for market analysis•4 minutes
- The power of data•2 minutes
- Data-driven decision making as an entry level PM•5 minutes
12 readings•Total 120 minutes
- Market Research and Competitive Analysis Syllabus•10 minutes
- Microsoft AI Product Manager program set up•10 minutes
- Identifying your target audience•10 minutes
- The market researcher's toolbox•10 minutes
- How to design effective surveys and interviews•10 minutes
- Choosing the right method•10 minutes
- Uncovering deeper insights•10 minutes
- Enterprise software buying processes and decision makers•10 minutes
- A guide to synthesizing market research findings•10 minutes
- Case study: Enterprise software platform analysis•10 minutes
- Making data-driven decisions•10 minutes
- A guide to A/B testing and beyond•10 minutes
4 assignments•Total 90 minutes
- Applying market research for effective product decisions•30 minutes
- Activity: B2B market research methods•30 minutes
- Market research methods and selection•15 minutes
- Data analysis and interpretation for product insights•15 minutes
1 discussion prompt•Total 10 minutes
- Researching enterprise software needs•10 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 videos•Total 20 minutes
- The consumer journey in 3 minutes•2 minutes
- Decoding consumer behavior•5 minutes
- Market segmentation 101•5 minutes
- Bringing personas to life•2 minutes
- Building buyer personas•5 minutes
11 readings•Total 110 minutes
- The psychology of buyer choice•10 minutes
- Identifying latent needs•10 minutes
- Visualize the user experience journey•10 minutes
- How to build habit-forming products•10 minutes
- Understanding B2B decision making units•10 minutes
- Segmentation strategies for product managers•10 minutes
- Marketing and selling high-tech products to mainstream customers•10 minutes
- Segmentation in action•10 minutes
- The power of buyer personas•10 minutes
- Developing user personas•10 minutes
- Discover the whole story•10 minutes
4 assignments•Total 105 minutes
- Consumer behavior and market segmentation•30 minutes
- Activity: Enterprise buyer persona development•30 minutes
- Consumer behavior and decision-making•30 minutes
- Market segmentation strategies•15 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 videos•Total 36 minutes
- Know the competition•2 minutes
- Stay ahead of the game•5 minutes
- Using Power BI for competitive analysis•4 minutes
- A strategic snapshot•3 minutes
- Introduction to SWOT analysis•5 minutes
- Strategic assessment in the real world•6 minutes
- The milkshake dilemma•5 minutes
- Jobs to be done tools and templates•5 minutes
- The competitive landscape•2 minutes
12 readings•Total 120 minutes
- Decoding the competition•10 minutes
- The innovator's dilemma•10 minutes
- Competitive research tips•10 minutes
- SWOT analysis in action•10 minutes
- Internal-external assessment for product managers•10 minutes
- Playing to win•10 minutes
- Understanding customer jobs•10 minutes
- From jobs to opportunities•10 minutes
- Applying jobs to be done•10 minutes
- A guide to analyzing market dynamics•10 minutes
- Creating a market analysis•10 minutes
- Blue ocean strategy•10 minutes
5 assignments•Total 105 minutes
- Competitive forces for product strategy•30 minutes
- Activity: Enterprise software market landscape•30 minutes
- Competitive research and intelligence gathering•15 minutes
- SWOT analysis for competitive advantage•15 minutes
- Unlocking customer needs•15 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.
What's included
4 videos5 readings5 assignments
4 videos•Total 18 minutes
- Navigating the AI product market•4 minutes
- AI market dynamics: Understanding the forces at play•4 minutes
- AI product competitive analysis•5 minutes
- Using Microsoft tools for AI product competitive analysis•4 minutes
5 readings•Total 50 minutes
- The AI product lifecycle: From ideation to adoption•10 minutes
- The regulatory landscape: Navigating AI compliance•10 minutes
- Building consumer trust in AI•10 minutes
- AI partnerships and alliances•10 minutes
- Data ecosystems: The fuel for AI product development•10 minutes
5 assignments•Total 120 minutes
- AI product market dynamics and ecosystem analysis•30 minutes
- Activity: A competitive landscape report•30 minutes
- Navigating the AI product market•15 minutes
- AI product market analysis•30 minutes
- Competitive and consumer landscape•15 minutes
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Reviewed on Sep 17, 2025
Excellent course with foundational skills that can be applied to current market evolving landscape!
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