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This course support walks you through a comprehensive selection of the most relevant concepts and theories related to market analysis.Starting from the assumption that any project or activity is sparked by a desire or a need, the author proposes a systematic analysis of the management processes involved in their fulfillment.Market analysis could not be missed from the list of these processes since it deals with the attractiveness and the dynamics of an environment operating in a society undergoing constant change. In this context, understanding how the business levers work, what are the roles of managers, partners and beneficiaries is quintessential.