Market Analysis: Understanding Demand, Competition, and Opportunity

Market Analysis: Understanding Demand, Competition, and Opportunity is a practical Business course that teaches you how to evaluate markets with clarity and confidence. Guided by Professor Charles Knight, you’ll learn how to gather evidence, assess demand, and make smarter decisions that support stronger strategy and growth.

Build Market Analysis Skills For Better Business Decisions

• A practical guide to evaluating markets, sizing demand, and making evidence-based business decisions with Professor Charles Knight
• Learn how to identify customer segments, buying behaviour, and the real drivers behind market demand
• Develop a structured approach to Market Analysis using both secondary research and primary research methods
• Assess competition, pricing, market risks, and opportunity so you can prioritise the most promising targets

A practical guide to evaluating markets, sizing demand, and making evidence-based business decisions with Professor Charles Knight.

This course gives you a complete framework for understanding market opportunity from the ground up. You’ll begin with the foundations of Market Analysis, learning how to define the market, shape the research question, and focus your Business thinking on the questions that matter most.

From there, the course moves into demand analysis, where you’ll explore customer segments, needs, buying behaviour, and decision drivers. You’ll also learn how to use secondary research sources effectively and design primary research that generates useful insight for real-world Business planning.

As you progress, you’ll estimate market size and growth potential, analyse trends and external forces, and map the competitive landscape with greater precision. The course also covers pricing, value, willingness to pay, entry barriers, and market risks, helping you judge whether an opportunity is attractive and sustainable.

Finally, you’ll learn how to segment the market, prioritise targets, and turn findings into strategic recommendations that stakeholders can understand and act on. By the end of this course, you’ll think more strategically, communicate more clearly, and make evidence-based Business decisions with greater confidence.