Competitor Analysis Course

Lesson 1 • Building a Competitor Inventory

Create a structured list of competitors using systematic discovery methods. The inventory becomes the working dataset for all later analytical exercises.

Lesson 2 • Defining Competitive Intelligence

Establish precise definitions distinguishing competitor analysis from broader market research. This grounding prevents scope creep and sets the analytical boundary for the course.

Lesson 3 • Types of Competitors to Track

Classify competitors by threat level, substitution potential, and market overlap. This taxonomy guides prioritisation throughout the course.

Lesson 1 • Evaluating Source Quality

Apply a credibility framework to assess bias, timeliness, and accuracy of each source. Rigorous evaluation prevents flawed conclusions from poor data.

Lesson 2 • Secondary Research Sources

Use published reports, filings, and databases to build a factual competitor profile. Students evaluate source credibility and recency.

Lesson 3 • Organising a Research Repository

Structure collected data into a searchable, shareable repository for ongoing use. Proper organisation accelerates analysis and supports team collaboration.

Lesson 4 • Primary Research Techniques

Collect firsthand competitor data through structured observation and interviews. These methods yield insights unavailable in published sources.

Lesson 1 • Quality and User Experience Assessment

Evaluate competitor products through structured usability and quality criteria. Findings inform product improvement priorities and messaging claims.

Lesson 2 • Feature and Capability Mapping

Systematically document competitor product features against a standardised attribute list. The map reveals parity areas and differentiation opportunities.

Lesson 3 • Product Positioning Signals

Infer positioning strategy from product naming, packaging, and messaging choices. These signals reveal the customer segment and value proposition each competitor targets.

Lesson 1 • Content and SEO Strategy Analysis

Analyse competitor content themes, publishing cadence, and search visibility. Findings expose keyword opportunities and content gaps to exploit.

Lesson 2 • Paid Advertising Intelligence

Examine competitor ad creatives, targeting signals, and spend patterns across channels. This reveals budget priorities and audience targeting assumptions.

Lesson 3 • Social Media and Community Strategy

Assess competitor engagement tactics, community building, and influencer use. Social strategy reveals audience relationships and brand loyalty drivers.

Lesson 4 • Brand Positioning Deconstruction

Identify the core promise, tone, and personality each competitor projects. This reveals white space in the market for differentiated positioning.

Lesson 1 • Talent and Hiring Intelligence

Use hiring patterns and organisational structure to infer strategic priorities and capability investments. Talent signals often precede product or market moves.

Lesson 2 • Go-to-Market Strategy Decoding

Reconstruct competitor channel strategies, sales motions, and market entry approaches. Understanding GTM reveals where and how they compete for customers.

Lesson 3 • Business Model Analysis

Map competitor revenue streams, cost structures, and customer relationships using a structured canvas approach. This reveals sustainability and scalability assumptions.

Lesson 1 • Porter's Five Forces Application

Apply the five forces model to assess industry-level competitive pressure and structural dynamics. This contextualises individual competitor analysis within broader market forces.

Lesson 2 • SWOT Analysis for Competitors

Construct competitor-focused SWOT profiles using evidence gathered in prior chapters. Evidence-based SWOT prevents opinion-driven conclusions.

Lesson 3 • Competitive Positioning Maps

Plot competitors on two-axis perceptual maps to visualise market positioning and white space. Maps translate complex data into executive-ready visuals.

Lesson 4 • Synthesising Insights into Recommendations

Convert multi-framework findings into prioritised, actionable strategic recommendations. This final synthesis step is the core deliverable of any competitor analysis project.

Lesson 1 • Audience-Centered Report Design

Tailor depth, format, and language to executive, product, and sales audiences. Audience alignment determines whether insights are acted upon or ignored.

Lesson 2 • Competitive Intelligence Dashboards

Design always-on dashboards that surface key competitor metrics for ongoing monitoring. Dashboards shift analysis from periodic projects to continuous intelligence.

Lesson 3 • Presenting to Stakeholders

Structure and deliver live presentations that move stakeholders from insight to action. Presentation skills determine the real-world impact of analytical work.

Lesson 1 • Technology and Tool Stack Selection

Evaluate and select tools for monitoring, aggregation, and analysis that fit team size and budget. Tool choices should match workflow requirements, not drive them.

Lesson 2 • Scaling and Evolving the Program

Expand CI capabilities as organisational needs and competitive environments grow. Scaling plans prevent the programme from becoming a bottleneck or losing relevance.

Lesson 3 • Measuring Program Effectiveness

Define KPIs that demonstrate the business impact of the CI programme to leadership. Measurement justifies investment and guides continuous programme improvement.

Lesson 4 • Designing the Intelligence Workflow

Map the end-to-end process from data collection to insight delivery and decision support. A documented workflow ensures consistency and scalability across teams.