Start Date

Evergreen: 23rd Mar 2022



knowing the competition

In this course we will be exploring your market. As the business develops, inevitably you will encounter others doing what you do. How do you assess that?How do you establish your position within the same sector? Or what do you do better than them? Lets find out. Lets leverage these insights, to your business advantage.

Course Duration

Self-Study (6 Month Access)




30 Hours

The Accreditations

The Accreditations

The Course pathway is one of only a few programs run by academics, for industry, outside of higher-education. We provide a practical approach to helping you equip your workforce with skills needed to sustain in industry. Moreover, all AEE courses are accredited by CPD -ensuring credibility and confidence, and providing a trusted space both for personal development and practical, impactful training.

The Core Value

Market analytics, competitor analysis, value matrix analysis, market positioning, market mapping, and problem-solving. – 05423/en/Importance-of-Market-Analysis-in-Improving-Business-Growth—Infiniti-Research

The Knowing The Competition Course

Knowing the market is a MUST for any small business. Fully understanding its size, structure and composition can be the difference between scaling and failing. In fact, behind every successful business there is a story of accurate market analysis on competitors and customers. This process is the first and the most important step in the development of any marketing plan. Effective market analysis can generate valuable insights into shifts in the economy, competitors, ongoing market trends, demographics, and the customers’ spending patterns. This course has been carefully designed to help you to establish a deep understanding of your business’s position in the market, and to provide you with the knowledge, skills, and tools you need to stand out from everyone else. It’s not about doing what they do – it may be about doing it better.

The Ideal Student

This course is designed for businesses looking to understand who their target customers or end users really are. Additionally, it would also be useful for students starting out on the journey of self-employment for the first time who either want to better understand their market, or who are finding it difficult to work out where to begin. The course will make it clear who you should be targeting, why, and how best to reach them. During the course, you will explore a rich combination of innovative solutions, and success and user analytics strategies. Additionally, we provide a practical toolkit, and full understanding of how to use it, with an instructor to show you the way.

ECA Outline

Key Outcomes

What You’ll Get

What Makes This Different

At AEE, we are focused on maximising the tangible benefits that our comprehensive programs and courses provide. We will help you to leverage the skills and strategies gained from your course to grow a sustainable, profitable business. Upon completion of the course, you’ll walk away with:

Course Curriculum Pathway Breakdown

Topic 1: Industry Analysis Techniques

Topic 2: How to Research the Competition

Topic 3: Comparative Modelling

Topic 4: Understanding your Customer

Topic 5: Value Matrix

Topic 6: The 4D Model


Our Clients

Kyle and I have worked together on the University of Strathclyde’s marketing strategy class. Kyle is a pleasure to work with. He is a great lecturer, has significant expertise in communications and digital marketing, and one of his many strengths as a professional is that he is bringing concepts and ideas to life by sharing unique examples, and simplifying complex notions - students love him.
Dr Maria Karampela
Researcher-Lecturer-Consultant in Marketing at Univ of Strathclyde

Programme Director

The Market Analytics course was designed to help businesses fully understand the market in which they operate, The ability to position your business and its value can be critical to success in a competitive sector. AEE is focused on developing high quality education programs in enterprise that bridge the gap in order to provide small business with practical and impactful training.

Dr Kyle Andrews

Lecturer in Marketing

Academic Contributor,
Academy of Enterprise Education

Course Enquiry

Course Enquiry

To enquire about Marketing Analytics please fill out the form and one of
our course advisors will be in contact.

The Accreditations

Getting Certified

Students completing the 30-hour Course pathways, which include all taught content as well as assessment will meet the requisite training hours necessary to be awarded CPD Certification.

More Questions

The Academy of Enterprise Education (AEE) is an online enterprise re-education provider developing high-quality, fully accredited programs benefitting from the research experience of world-class academic staff from some of the world’s leading universities. AEE aims to be the bridge between theory and practice by providing, promoting, and supporting enterprise education for clients and students from across the world. Through a market-driven approach, we analyse future skills gaps in the small business sector so that all our accredited/certified academies, schools, and courses address this need. Our longstanding academic expertise in the design, development, and delivery of high quality education programs, along with insightful market research, data analysis, and cutting-edge industry insights, ensures that AEE provides highly relevant pathways optimized to fit individual needs. At AEE, we use the same materials as those taught in many of the world’s leading institutions, academically tried and tested approaches that add value in the coaching context. Only our team of have collated them to make the journey even more practical for you. That’s why we’re different – all our experts have worked in academia and industry, and are fully qualified to offer our insights, support, and expertise to help you get the best out of the learning journey. AEE offers working professionals the skills, knowledge and strategies they need to re-educate themselves in a number of different ways. All our academies, schools and courses are certified by globally recognized bodies – ensuring credibility and confidence, and providing a trusted space both for personal development and practical, impactful training. AEE aims to provide a fast-track route to a new career, business or skill set.

AEE fees can be paid before prior to the commencement of the selected pathway, or you may opt for a three-part payment plan for courses 12 weeks and longer. To find out more about payment options please visit our Payment and Financing page, or contact us, to find out which option you qualify for. In addition, AEE is also pleased to offer a 20% discount on all pathways to former NHS workers, public servants, military or police. For more information, contact us

AEE is designed to fit around your life as a working professional, add to your knowledge, improve your skills and provide you with strategies without compromising on your work-life balance. Each of the pathways offers three varied and flexible learning options. The materials are all online and downloadable, course work is broken up into manageable bite-sized modules, with practical exercises and incremental deadlines, designed to help you pace the learning journey to suit your needs. With our expert guidance on how to master these techniques, drawn from a rich combination of specialist fields, you will have the ability to craft a role in the coaching industry that both fits your needs, and your lifestyle. Each pathway has a detailed student handbook to guide you through the learning journey and you will have access to your student advisor who will support you with any administrative or technical queries you might have.

It is critical to business success that employees continually look for ways to improve their skill set and industry knowledge. In fact, a number of organisations encourage it, often funding professional development programs in the hope of the impacts it generates. So it may be worthwhile reaching out to ask what policies are in place for this, if it’s going to have an impact on the way you do business and you can outline this, what have you got to loose? Worse case scenario, your boss realises you are looking to develop. Make sure you; 1. Do your research on training programs 2. Identify the BEST fit for you and the business 3. Highlight the cost-benefit of the program 4. Articulate the value of this program and the impact it will have on the business to your boss. Here is a guide to show you how to request financial assistance from your employer.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our upskilling courses page Course Pathway – AEE (

Adult learners can also apply for grants and bursaries to help pay for courses and training. Usually, you do not have to pay this money back. For most grants and bursaries you apply directly to the organisation that gives them out. They’ll have an application form and will be able to tell you if you qualify. If you’re a parent, you might also be able to get help with childcare costs while you study. In the UK there are also a number of routes to funding further-education. Contact Us – Gov Grants Hub UK/ Scotland’s national skills agency | Skills Development Scotland/ Grants and bursaries for adult learners – GOV.UK (

As part of our commitment to your professional development, AEE offer a 14 day period to change your pathway, start date or request your money back.
To qualify for a deferral of your course start date, or to cancel your enrolment please contact For more information, please read our Terms and Conditions.

The AEE Platform will be your Virtual Campus for the duration of your time with us. Through its user-friendly interface you’ll have access to all pathway materials from: in-person sessions (not for Course Pathway), video presentations, module notes, workbooks, toolkits practice quizzes, assignment briefs, and additional reading materials. On the Virtual Campus, you’ll be able to interact with your peers, ask questions as well as track your progress.