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Market Analysis

Market Analysis

This course is part of Information Technology Entrepreneurship & Startup Specialization

Instructor: Soumya Sen

Included with

Learn more

6 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

6 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week 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

8 assignments

Taught in English

91%

of learners achieved a positive career outcome

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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Build your subject-matter expertise

This course is part of the Information Technology Entrepreneurship & Startup Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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 6 modules in this course

This course, "Market Analysis," provides a comprehensive guide to developing a business case through market segmentation, identifying beachhead markets, and calculating total addressable market (TAM). You will also define your product, analyze value propositions, understand the competitive landscape, and learn strategies for customer acquisition and partnership development.

Module details

What's included

3 videos

In this module, you will learn how to systematically develop a business case by identifying and segmenting your target market. You will explore the concept of market segmentation, find a beachhead market, and calculate the total addressable market (TAM). Additionally, you will create detailed end-user personas to better understand your target audience.

What's included

10 videos2 assignments

10 videosTotal 70 minutes

Module 1 Overview3 minutes
What is Market Segmentation?9 minutes
How to do Market Segmentation?7 minutes
An Example of Market Segmentation9 minutes
What is a Beachhead Market?4 minutes
Identifying a Beachhead Market7 minutes
An Example of Beachhead Market Selection8 minutes
TAM, SAM & SOM6 minutes
An Example of Calculating TAM10 minutes
Build an End-user Persona8 minutes

2 assignmentsTotal 120 minutes

Practice Exam60 minutes
Graded Exam60 minutes

In this module, you will learn how to define and disseminate your product effectively. You will explore the life cycle use case, from customer discovery and usage to engagement. Additionally, you will delve into product specification, creating a product brochure, and designing and hosting a company website to ensure your product reaches and resonates with your target audience.

What's included

9 videos2 assignments

9 videosTotal 44 minutes

Module 2 Overview1 minute
Discovery by Customers8 minutes
Use by Customers7 minutes
Engagement by Customers6 minutes
Product Specification6 minutes
Product Brochure - Part 16 minutes
Product Brochure - Part 23 minutes
Designing a Company Website5 minutes
Hosting a Company Website4 minutes

2 assignmentsTotal 120 minutes

Practice Exam60 minutes
Graded Exam60 minutes

In this module, you will analyze the value proposition of your product or service, identifying for whom value is created and examining key activities to realize this value. You will also identify core and non-core strengths that differentiate your offering. Additionally, you will analyze the competitive landscape to understand your position in the market and learn from examples of competitive landscape analysis.

What's included

8 videos2 assignments

8 videosTotal 45 minutes

Module 3 Overview2 minutes
For Whom is Value Created?6 minutes
Value Proposition Examples4 minutes
Key Activities for Realizing Value Proposition5 minutes
Examples of Core Strengths9 minutes
Other Types of Non-core Strengths5 minutes
Analyzing Competitive Position5 minutes
Examples of Competitive Landscape Analysis8 minutes

2 assignmentsTotal 120 minutes

Practice Exam60 minutes
Graded Exam60 minutes

In this module, you will learn how to identify key players in the customer acquisition process, including decision makers and examples of their roles. You will explore strategies for influencing customer acquisition by identifying opportunities, stimulating demand, and understanding the sales process and distribution channels. Additionally, you will identify key partners, suppliers, and resources, and complete the Business Model Canvas (BMC) to solidify your business strategy. The module concludes with a comprehensive course recap.