Do I need advanced math skills for this course?

No. The course breaks down complex analytical techniques into step-by-step processes accessible to beginners with no prior data analysis experience.

What tools will I learn to use in this course?

You'll gain practical skills in data analysis, visualization techniques, and strategic decision-making tools that are applicable across various business contexts.

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

The course teaches techniques used by businesses to identify market opportunities, assess growth potential, and make informed strategic decisions.

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.

Market Analysis and Trend Forecasting with Data

This course is part of Market Research Analyst: AI, Power BI, SurveyMonkey skilled Professional Certificate

Instructor: Professionals from the Industry

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

9 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

9 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Analyze historical trend data to forecast future market demand and calculate market sizing metrics like TAM, SAM, and SOM.
Visualize competitive positioning and market share trends to determine their impact on strategic recommendations and market entry.
Distinguish between market trends and short-term fads to inform data-driven decisions and ensure relevance in recommendations.
Create structured scorecards for market entry decisions to produce data-driven recommendations with confidence and clarity.

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Build your Business Strategy expertise

This course is part of the Market Research Analyst: AI, Power BI, SurveyMonkey skilled Professional Certificate

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

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 from Coursera

There are 4 modules in this course

You will gain the applied data skills needed to turn multiple evidence streams into defensible forecasts and prioritized market recommendations. This course covers data assembly, cleaning, and harmonization for time-series and cross-sectional indicators, followed by practical forecasting techniques such as moving averages, exponential smoothing, and estimation of forecast uncertainty and confidence ranges. You'll learn to calculate critical market sizing metrics—including TAM, SAM, and SOM—while producing year-over-year growth metrics to identify high-velocity opportunities. The curriculum teaches you to create straightforward scorecards that prioritize these opportunities by size, growth velocity, and strategic fit.

Emphasis is placed on communicating forecast confidence and producing visualizations that highlight seasonality, inflection points, and the distinction between long-term trends and short-term fads. Through hands-on model-building and interpretation exercises, you will practice converting complex analytic outputs into definitive go/no-go recommendations and short executive briefings that balance quantitative evidence with seasoned business judgment. You will finish this course by delivering a comprehensive Trend Forecast and Market Entry Recommendation, complete with a scoring model and supporting data visualizations, ensuring your insights are both statistically sound and ready for stakeholder review. Who this is for: Aspiring market analysts, business strategists, entrepreneurs, and professionals looking to develop data-driven market analysis skills with no prior experience required.

Module details

This module develops market sizing and growth analysis capabilities essential for research professionals. Learners will master market sizing frameworks (TAM, SAM, SOM) and techniques for calculating year-over-year growth metrics. Through practical data analysis exercises, learners will build the quantitative skills needed to identify high-growth market segments and significant performance trends.

What's included

4 videos2 readings4 assignments

4 videosTotal 32 minutes

What is Market Sizing? Understanding TAM, SAM, and SOM8 minutes
How to Identify TAM, SAM, and SOM from a Business Report?9 minutes
Why Growth Metrics Drive Strategy: The Zoom vs. Netflix Story7 minutes
How to Calculate YoY Growth and Use Conditional Formatting?8 minutes

2 readingsTotal 17 minutes

Defining Your Playground: TAM, SAM, and SOM10 minutes
Calculating Year-over-Year Growth: The Formula and Its Meaning7 minutes

4 assignmentsTotal 75 minutes

Hands-On Learning: Sizing the Opportunity for a Food Delivery App20 minutes
Knowledge Check: The Value of Market Sizing5 minutes
Hands-On Learning: Analyzing YoY Growth Trends20 minutes
Market Opportunity Analysis30 minutes

This module empowers analysts and strategists to master high-stakes market entry decisions. You will move beyond static snapshots to analyze dynamic competitive positioning, calculating market share trends to pinpoint strategic opportunities. The module bridges the gap between analysis and action through a structured market entry scorecard, weighing growth potential against regulatory risks and intensity. By synthesizing these data-driven techniques, you will learn to build a compelling business case and defend a clear go/no-go recommendation. Transform complex data into a decisive strategic plan and start driving impactful business strategy today.

What's included

4 videos3 readings4 assignments

4 videosTotal 31 minutes

The Streaming Wars: A Story Told by Data9 minutes
Build a Trend Analysis from Scratch7 minutes
Walmart in Germany: A "No-Go" Decision in Hindsight8 minutes
Introducing the Market Entry Scorecard7 minutes

3 readingsTotal 24 minutes

Market Share 101: Core Concepts and Calculations8 minutes
Your Competitive Analysis Career Path8 minutes
Breaking Down the Scorecard: A Guide to Key Factors8 minutes

4 assignmentsTotal 90 minutes

Hands-On Learning: Analyze the Automotive Market25 minutes
Knowledge Check: Market Share Fundamentals10 minutes
Hands-On Learning: Score Your First Market25 minutes
The Go/No-Go Recommendation30 minutes

This module develops essential trend analysis capabilities for market research professionals. You will master distinguishing long-term trends from temporary fads by analyzing time-series data to identify seasonal patterns and peak periods. Through hands-on exercises, ranging from AI's strategic rise to streaming habits, you will uncover meaningful patterns that inform business strategy. You will learn to create annotated charts to effectively communicate findings to stakeholders. By moving beyond simple observation, you will be equipped to make evidence-based decisions, transforming raw data into actionable insights that drive business success and long-term strategic growth.

What's included

4 videos2 readings4 assignments

4 videosTotal 32 minutes

The Cost of Getting it Wrong: AI vs. NFTs8 minutes
A Framework for Analysis9 minutes
Riding the Wave: Why Seasonality Matters7 minutes
Visualize and Annotate Time-Series Data8 minutes

2 readingsTotal 16 minutes

The Anatomy of Trends and Fads8 minutes
Introduction to Time-Series Analysis8 minutes

4 assignmentsTotal 85 minutes

Hands-On Learning: Classify the Current Market20 minutes
Knowledge Check: Trend or Fad?10 minutes
Hands-On Learning: Visualizing Monthly Sales Data25 minutes
Market Insights Report30 minutes

This module equips you to translate raw data into a persuasive business case for market entry. You will apply your skills to produce time-series forecasts, prioritize trends using a scoring model, and build a comprehensive recommendation package. This hands-on experience involves sourcing data, applying transparent forecasting methods, and balancing quantitative data with qualitative insights. You will deliver a portfolio-ready project, including a Market Entry Brief and a Decision Summary, culminating in a clear "Go/No-Go" recommendation to guide strategic decisions and prove your value as a market analyst.