Bad market decisions rarely come from bad intentions — they come from incomplete research, misread trends, and untested assumptions. This program teaches you how to avoid all three.
TAM to Go/No-Go is a beginner-level program designed for aspiring business analysts, marketers, strategists, and researchers who want to build the complete market intelligence skill set that modern commercial roles demand. Across 12 focused courses, you will learn how to design research projects with clear objectives, source and evaluate credible data, size markets using TAM, SAM, and SOM frameworks, analyze competitors using Porter's Five Forces and SWOT analysis, identify trends and seasonal patterns in time-series data, forecast demand, and make structured go/no-go market entry recommendations supported by defensible evidence.
No prior research, data analysis, or strategic planning experience is required. Every course is built for learners starting from the fundamentals, combining expert instruction with hands-on exercises, real-world case studies drawn from companies including Netflix, Airbnb, Coca-Cola, and Tesla, and practical tools you can apply immediately.
By the end of the program, you will be equipped to lead a market research project from first brief to final recommendation — with the analytical rigor and strategic judgment that business teams rely on.
Applied Learning Project
You will complete hands-on projects that mirror real market research workflows. You'll write a complete research brief translating an ambiguous business problem into SMART objectives with a justified methodology recommendation. You will build a competitor sentiment analysis from corporate communications, apply Porter's Five Forces to assess industry attractiveness, & conduct a feature gap analysis to identify product-level competitive opportunities. You will size a market using TAM, SAM, & SOM calculations, analyze time-series data to distinguish trends from fads, & create annotated charts that communicate findings. You will apply the Ansoff Matrix to map growth opportunities, forecast revenue impact, & conduct a campaign postmortem evaluating ROI against target KPIs. You will also complete a market share trend analysis & build a structured go/no-go scorecard to defend a market entry recommendation. Each project produces a portfolio-ready artifact grounded in real business scenarios.
