Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

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.

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, considering the audience, budget, and timeline. You’ll use insights to identify trends, needs, and potential product gaps for decisions about features, pricing strategies, and target markets.

Consumer behavior and segmentation

This module will delve into analyzing consumer behavior patterns to understand their motivations, pain points, and decision-making processes, break up the target market into segments based on user characteristics, needs, and preferences, and develop buyer personas to represent customer segments and influence targeted product strategies.

Competitive analysis techniques

This module covers competitive analysis—analyzing their products, pricing, marketing strategies, and target audiences, uncovering the strengths, weaknesses, opportunities, and threats using various analysis frameworks for each competitor. You’ll also use the Jobs to be Done framework to better understand customer motivations and identify unmet needs.

AI product market dynamics and ecosystem analysis

This module will help you understand the distinctive features of AI product market. 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.