Do I need a background in business strategy to take this course?

No. This course is designed for beginners and provides comprehensive, step-by-step guidance in competitive intelligence techniques.

What practical skills will I gain from this course?

You'll learn to retrieve public documents, analyze competitor strategies, forecast market trends, and create actionable intelligence briefs that stakeholders can use.

How will these skills apply to real-world business scenarios?

The course teaches techniques used across industries to understand market dynamics, assess competitive threats, and identify strategic opportunities.

When will I have access to the lectures and assignments?

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

What will I get if I subscribe to this Certificate?

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Competitive Intel, Trends and Data Sourcing

本课程是 Market Research Analyst: AI, Power BI, SurveyMonkey skilled 专业证书的一部分

位教师：Professionals from the Industry

包含在中

了解更多

5个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

1 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

5个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

1 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

您将学到什么

Apply Porter's Five Forces to evaluate industry competitiveness and identify gaps in product features against competitors.
Use sentiment analysis to track competitor communication shifts and develop advanced search techniques for critical information retrieval.
Create risk-scoring matrices for strategic decision-making to enhance understanding of potential challenges and threats.
Evaluate and prioritize market trends using systematic scoring to better inform future business strategies and initiatives.

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Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累 Business Strategy 领域的专业知识

本课程是 Market Research Analyst: AI, Power BI, SurveyMonkey skilled 专业证书专项课程的一部分

在注册此课程时，您还会同时注册此专业证书。

向行业专家学习新概念
获得对主题或工具的基础理解
通过实践项目培养工作相关技能
通过 Coursera 获得可共享的职业证书

该课程共有5个模块

You will learn practical approaches to rapidly assemble credible competitive intelligence and to forecast market change in ways stakeholders can act on. This course takes you through classic and adapted frameworks—such as Porter's Five Forces, feature-gap analyses, and risk-scoring matrices—along with pragmatic workflows for evidence discovery and verification. You'll practice advanced search operators, source prioritization based on a credibility hierarchy, and structured note-taking so that public filings, product specs, and earnings transcripts become usable intelligence.

The curriculum emphasizes sophisticated methods for quantifying competitor moves, scoring their likely impacts, and visualizing market positioning with clear heatmaps and comparison charts. You will master the art of "Source Auditing" to ensure every forecast is backed by high-quality data. By completing short, time-boxed intelligence briefs and presentations, you'll build the habit of delivering concise, prioritized recommendations that product and strategy teams can operationalize while preserving full auditability of sources and assumptions. This course transforms you into a proactive analyst who can identify emerging marketing shifts and assess their potential implications. You will conclude the module by producing a comprehensive Market Intelligence Brief, a portfolio-ready document that demonstrates your ability to turn raw noise into a competitive advantage. Who this is for: Aspiring market researchers, business strategists, product managers, and professionals looking to develop competitive intelligence skills with no prior experience required.

单元详情

This module provides a powerful framework for turning business data into a competitive advantage. You will learn to use Porter's Five Forces to analyze an industry's competitive structure and identify key pressures affecting profitability. The module then teaches you to master feature gap analysis, systematically comparing your products against competitors to uncover strengths, weaknesses, and innovation opportunities. Through hands-on labs and real-world scenarios, you will learn to connect high-level industry forces to specific product features, ensuring that your competitive insights translate into actionable strategic decisions and give your organization a distinct market advantage.

涵盖的内容

4个视频2篇阅读材料4个作业

4个视频总计24分钟

The Hidden Forces in the Ride-Sharing War5分钟
How to Analyze the Ride-Sharing Industry?7分钟
The Feature Race in Streaming Services5分钟
Analyzing the Smartphone AI War7分钟

2篇阅读材料总计16分钟

Deconstructing the Five Forces8分钟
Anatomy of a Competitive Grid8分钟

4个作业总计80分钟

Hands-On Learning: Analyze Your Industry's Competitive Landscape: Identifying Strategic Gaps Using Porter's Five Forces20分钟
Knowledge Check: The Five Forces10分钟
Hands-On Learning: Create a Feature Gap Analysis Grid20分钟
Competitive Strategy Brief30分钟

This module is designed for professionals and analysts looking to transform market data into strategic foresight. You will learn to master two core analytical techniques. First, you will learn to conduct sentiment analysis on corporate communications, such as earnings calls and press releases, to detect shifts in a competitor's strategy. Next, you will apply a customized Porter's Five Forces framework to evaluate competitive intensity and industry attractiveness. Using real-world case studies from the airline, EV, and ride-sharing industries, you will build a comprehensive market assessment and provide data-driven recommendations that inform high-level strategic decisions, making you an invaluable asset in any business.

涵盖的内容

4个视频2篇阅读材料4个作业

4个视频总计26分钟

The Hidden Signals in Competitor Communications7分钟
How to Track and Visualize Sentiment Over Time?6分钟
Why is a Framework Crucial for Strategy?5分钟
How to Customize and Apply the Five Forces Framework?9分钟

2篇阅读材料总计20分钟

What is Sentiment Analysis and Why Does it Matter?10分钟
Deconstructing Porter's Five Forces10分钟

4个作业总计65分钟

Hands-On Learning: Analyzing Sentiment in Quarterly Earnings Calls15分钟
Knowledge Check: Sentiment Analysis Concepts5分钟
Hands-On Learning: Assessing the Competitive Threat in the EV Industry15分钟
Market and Industry Assessment Report30分钟

This module develops essential market forecasting and trend analysis skills for research professionals. You will learn to master techniques for analyzing historical data to predict future demand and evaluate the strategic relevance of emerging trends. Through practical application with time-series data, you will build the predictive capabilities needed to support forward-looking business decisions, identify new opportunities, and drive sustainable growth.

涵盖的内容

4个视频2篇阅读材料3个作业

4个视频总计18分钟

What is Time-Series Forecasting?5分钟
How to Apply Exponential Smoothing in a Spreadsheet?4分钟
Separating Hype from High-Impact Trends5分钟
How to Implement a Trend Scoring Template4分钟

2篇阅读材料总计15分钟

The Power of Exponential Smoothing7分钟
Building a Strategic Scoring Model8分钟

3个作业总计50分钟

Hands-On Learning: Your First Demand Forecast15分钟
Knowledge Check: Interpreting Your Forecast5分钟
Market Opportunity Analysis Report30分钟

This module is designed for analysts, researchers, and professionals seeking to build arguments on trustworthy evidence. You will move beyond basic keyword searching to become an advanced researcher, learning a systematic framework to evaluate information for credibility, authority, bias, and accuracy. You will also master advanced search operators like site:, filetype:, and intitle: to enhance your search precision. Through hands-on exercises, you'll create complex queries to find specific corporate reports and technical documents, developing the critical judgment needed to evaluate information reliability and improve your analysis and decision-making.

涵盖的内容

4个视频4篇阅读材料4个作业

4个视频总计22分钟

The Cost of Bad Information: From Theranos to Today6分钟
Applying the Framework: Vetting a News Article vs. a Scientific Paper6分钟
From Hours to Minutes: The Power of Precision Search6分钟
Finding the Needle: Locating a 2023 Annual Report5分钟

4篇阅读材料总计45分钟

Deconstructing Credibility: From the Information Hierarchy to the CRAAP Test16分钟
Information Literacy for Career Advancement10分钟
The Search Operator's Toolkit10分钟
Strategic Searching for Competitive Intelligence9分钟

4个作业总计75分钟

Hands-On Learning: Rank the Sources20分钟
Knowledge Check: Credibility Concepts Check5分钟
Hands-On Learning: The Document Hunt20分钟
The Market Research Initiation Kit30分钟

In this culminating project, you will assume the role of a market intelligence analyst tasked with delivering a comprehensive competitive market assessment. This project challenges you to synthesize the core skills from this program to transform diverse market signals into actionable intelligence that drives product strategy. You will conduct a detailed feature-gap analysis, apply an adapted Porter's Five Forces framework to evaluate strategic risks, and produce a quantitative demand forecast. The final deliverable is a professional-grade market intelligence brief, complete with data visualizations and an executive summary designed for stakeholder review. By completing this project, you will create a valuable portfolio asset that demonstrates your ability to translate complex market data into clear, persuasive, and actionable strategic recommendations.