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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/advanced-competitive-strategy
课程评论：没有评论
课程名称：高级竞争战略 课程概述：高级竞争战略课程将引入新主题和模块，提供比之前的竞争战略课程更多的现实案例和学生互动机会。在本课程中，我们将探讨企业如何通过提高客户转换成本和促进战略性客户锁定来建立和维护客户群。我们还将学习企业如何通过实施合适的价格歧视和产品差异化战略来增加利润。 课程将分析在欧盟竞争法和美国反垄断政策下可接受的行为示例，并发现公司如何通过战略性利用网络效应和规模经济来提高回报的激动人心的方法。我们还将深入研究网络效应，并讨论专门针对网络市场的策略。 此外，课程将分析并购的运作，并帮助学员考虑能够促进公司有机增长的替代策略。 课程大纲： 1. 维持客户基础：分析维持客户基础的策略，包括客户转向竞争对手的临界点和竞争对手获取客户愿意花费的资金。 2. 明智定价：学习价格歧视作为战略工具的好处，及其与成功的产品设计的结合方式。 3. 清洁经营：理解外部竞争机构的作用，以及在某些业务规模较大时，需防范潜在的竞争压力。 4. 提高回报：探讨网络效应和企业边界两大概念，以提高商业回报。 5. 网络市场策略：研究网络市场中的竞争、采用率及关键质量的优势，并寻找引起消费者注意和减少风险的方法。 6. 通过合作伙伴实现增长：不同并购的趋势、目标和过程，识别合适的企业匹配以实现成功的并购。 7. 有机增长：讨论有机增长的定义及其实现方式，包括保护和发展现有客户基础或产品线。 8. 期末考试：对学习的内容进行彻底的测试与评估。 此课程结合理论与实际案例，旨在帮助学员掌握高级竞争战略，提升其业务管理和决策能力。
Name:Maintaining your Customer Base
Description:In this module we will look at strategies that can help us maintain our customer base. For this, we will take an analytical approach that helps us understand the point at which our customers will switch to a competitors and the amount of money a competitor is willing to spend to acquire our customers. Based on this understanding, we will derive applicable strategies that can help us lock in our customers strategically. We will do this by keeping in mind that also customers may apply their own strategies to avoid lock in and further, that our competitors will seek to apply strategies in the pursuit of making our customers theirs.
Name:Determine your Prices Wisely
Description:We will look at the benefits of price discrimination as a strategic tool that can help us to skim off our customer’s willingness to pay and increase our utility accordingly. We are then going to learn the different ways of aligning a price discrimination strategy with successful product design and the three different ways in which a price discrimination strategy can be formulated.
Name:Keep Your Business Clean
Description:In this module we will demonstrate that if you want to operate a business you have to keep in mind that there are some powerful external entities, so-called competition authorities, that highly value and safeguard competition. While this supports and opens up opportunities for your business if it is new or relatively small and would otherwise simply be crushed by larger incumbent firms – it can also put you in danger if you have already achieved a certain size, have acquired more market power are already in a rather powerful position.
Name:Increase your Returns
Description:In this module, we are going to discover two very important new concepts with which you can increase your business’s returns: Network effects and boundaries of the firm. We will find that considering these two concepts in formulating our business strategy can help us improve our strategy’s effectiveness and eventually increase our returns.
Name:Strategies in Network Markets
Description:We will build upon our knowledge from module 4 and look into competition in network markets, adoption rates and the advantage of critical mass. Following from this, we will learn why this is essential for reaching the point of critical mass. We will moreover discuss ways in which companies can raise the attention of potential consumers and reduce their perceived risk.
Name:Achieve Growth with the Help of Partners
Description:We will look at the trends, goals and processes of mergers and acquisitions, differentiate the two terms and examine external and internal factors that can hinder the process. We will also find out about the striking advantages that can make a successful merger or an acquisition worthwhile if you have identified the right match for your company and we will eventually learn about the process that is involved in real world M&A activities.
Name:Grow Organically
Description:In this special bonus module, we will discuss the relationship between profitability and growth on the one hand and the limitations that are faced by small companies on the other. We will learn what organic growth is and that it can be achieved by either protecting and building up our existing customer base and product lines, or by developing new products or markets – or, in turn, by diversifying our products portfolio. We will acknowledge and address external and internal limitations to growth and – as a final consideration – will look into the possibilities of international strategies for growth.
Name:Final Exam
Description:
Advanced Competitive Strategy will introduce new topics and modules with even more real world examples and opportunities for student interaction than in the previous course Competitive Strategy (https://www.coursera.org/learn/competitivestrategy). In Advanced Competitive Strategy, we will look at how companies can build up and maintain their customer base by increasing switching costs and facilitating strategic customer lock-ins. We will find out how firms can increase their profits by pursuing suitable price discrimination and product differentiation strategies. We will look at examples of what is acceptable behavior under the premises of EU competition and US antitrust policies and discover exciting ways of how companies can increase their returns by strategically making use of network effects and economies of size. We will further intensify our newly acquired knowledge about network effects and discuss strategies that are explicitly tailored to network markets. We will analyze the workings of mergers and acquisitions and, moreover, support you in considering alternative strategies that can help companies grow organically.
