Competitive Intel, Trends and Data Sourcing

About this course

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.

Course objectives

• develop competitive intelligence skills
• learn advanced search techniques
• deliver concise recommendations