Program Objectives
This training program is open to anyone interested in expanding their professional skills. The practical examples and exercises are chosen so they map well to the daily work of Business Analysts; participation is expressly open to everyone, regardless of current professional role. The course teaches methods, tools, and content that can be applied in many different work contexts.
The following typical tasks from the daily work of Business Analysts serve as worked examples in the exercises; they can be adapted to other fields of activity during the course:
- Requirements workshops
- Process reviews
- User stories
- Data mappings
- Stakeholder interviews
The program integrates two key areas:
- AI-Enhanced Market Analysis:*
- Fundamentals and benefits of market analysis.
- Components of modern market analysis: data, sources, and AI integration.
- Overview and classification of marketing-relevant analysis fields.
- Understanding demand and dynamics: reading trends, seasonality, and signals.
- Analyzing competition: offerings, messaging, and channels.
- Comprehending target groups: data, patterns, and access points.
- Defining segments: attractiveness, potential, and focus areas.
- Developing personas: goals, barriers, and triggers.
- Mapping the customer journey: phases, touchpoints, and friction points.
- Synthesizing insights: transforming large datasets into clear recommendations.
- Reporting and visualization: preparing and presenting results effectively.
- Future outlook: trends and next steps.
- Practical Project Management Tools:*
- Introduction to project management tools in practice.
- Utilizing Miro as a digital whiteboard.
- Introduction to Kanban methodology.
- Understanding the Kanban board.
- Implementing Kanban boards digitally with Trello.
- Applying the MoSCoW method.
- Utilizing MoSCoW digitally with Asana.
- Developing agile roadmaps.
- Mastering projects with Jira.
- Advanced material on project management tools.
- Foundational aspects of Trello.
- Advanced functions of Trello.
- Practical application of Kanban.
Learning Objectives
Upon completion of this program, participants will be able to:
- Conduct market analyses more efficiently and accurately using AI.
- Interpret market trends, competitive landscapes, and target group data.
- Develop data-driven marketing strategies and actionable recommendations.
- Effectively utilize project management tools such as Trello, Kanban, Jira, Miro, and Asana.
- Apply agile methodologies and project planning techniques.
- Visualize and present complex data and project progress clearly.
Career Prospects
The competencies acquired in this program are applicable in various professional roles, including marketing management, market research, data analysis, IT project management, and business analysis. Typical areas of activity involve the development, implementation, and management of marketing strategies and projects, as well as consulting functions related to data-driven decision-making and project execution.