Market Research and Competitive Analysis

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Market Research and Competitive Analysis

This course is part of multiple programs.

Instructor: Microsoft

11,140 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

47 reviews

Beginner level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

47 reviews

Beginner level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

18 assignments¹

AI Graded see disclaimer

Taught in English

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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.

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

Market research methods and selection 15 minutes
Data analysis and interpretation for product insights 15 minutes
Applying market research for effective product decisions 30 minutes
Activity: B2B market research methods 30 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 decision-making 30 minutes
Market segmentation strategies 15 minutes
Consumer behavior and market segmentation 30 minutes
Activity: Enterprise buyer persona development 30 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 research and intelligence gathering 15 minutes
SWOT analysis for competitive advantage 15 minutes
Unlocking customer needs 15 minutes
Competitive forces for product strategy 30 minutes
Activity: Enterprise software market landscape 30 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

Navigating the AI product market 15 minutes
AI product market analysis 30 minutes
Competitive and consumer landscape 15 minutes
AI product market dynamics and ecosystem analysis 30 minutes
Activity: A competitive landscape report 30 minutes

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Instructor

Instructor ratings

(13 ratings)

Microsoft

287 Courses 2,320,610 learners

Offered by

Microsoft

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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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