Essentials of Market Research

Essentials of Market Research is a practical course that introduces key methods for analysing markets and competitors in B2B environments. Participants learn how to size markets (TAM, SAM, SOM), assess trends and external factors, evaluate competitive dynamics, and apply AI tools to support market intelligence and decision-making.

Syllabus

Learning Outcomes

After completing, participants are able to:

Analyze market size using TAM, SAM, and SOM frameworks

Identify market trends and external factors affecting business opportunities

Evaluate competitor positioning and identify strategic implications for market entry

Apply AI tools for market intelligence and competitor analysis

Content and Schedule

The course consists of four modules. Learning is based on video lectures with slides, a glossary of key concepts, and optional further reading. Your skills are tested through knowledge checks and applied case studies.

The modules are

Defining and sizing the market
Market environment
Competitive analysis
AI Tools for Market Intelligence

For Whom?

The course is designed for professionals involved in strategy, business development, or new venture planning who need a structured approach to evaluating market opportunities. Upon completion, participants can assess market potential by analysing market size, trends, and competitor positioning, and use AI tools to support their analysis.