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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/analysis-business-problem-iese
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课程名称：商业问题分析 课程概述：本课程着眼于如何在追求利润的同时，确保品牌的可持续发展。以越野摩托车制造商GAS GAS所面临的实际商业问题为背景，学员将运用整个专业学习中掌握的商业工具来解决这一问题。课程中将介绍六步商业问题分析的方法，帮助学员综合考虑财务、会计、市场营销和组织行为等因素，以做出有利于公司未来的明智决策。 课程大纲: 第一部分: 课程概述与第一周 - 商业问题分析：顶点项目 描述：在本节中，介绍IESE的六步商业问题分析（ABP）方法，该方法可以帮助管理者有效做出决策。了解这一复杂决策工具将助力管理者应对诸如GAS GAS所面临的决策挑战。 第二部分: 第二周 - GAS GAS市场营销问题 描述：分析GAS GAS的市场营销现状，评估与KTM合作的决策对消费者、品牌和定价的影响。目标是应用市场营销的知识，为GAS GAS提供相关建议。 第三部分: 第三周 - GAS GAS财务问题 描述：评估GAS GAS的历史与现状，讨论与KTM合作可能带来的财务影响。通过运用财务概念，学员将理解财务展望如何影响最终决策。 第四部分: 第四周 - GAS GAS组织行为问题 描述：商业决策直接影响员工。在做出最终决策时，了解董事会成员及其合作效率至关重要。学员将运用组织行为的知识，帮助董事会在财务及市场问题的基础上做出明智决策。 第五部分: 结论与最终问题 描述：课程总结，并提出最后的思考与问题，以便学员综合所学内容。 课程目标：通过应用六步方法论，培养学员分析和解决复杂商业问题的能力，最终为GAS GAS的未来发展提供有效建议。
Part: 1
Title:Course Overview and Week 1-Analysis of Business Problems: Capstone
Description:Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I’ll introduce you to IESE’s six-step Analysis of Business Problems (ABP) methodology. This methodology is a very useful tool to help managers in their principal responsibility: making decisions. Because most business problems involve financial, technical and human issues, they are by nature complex. No matter how much thought you put into it, there is no “correct solution” and certainly no guarantee that your decision will yield the desired outcomes. Learning this six-step methodology is therefore a great help to many mangers as they take on their decision-making challenges, such as the one that GAS GAS faces. Objectives: To give learners a relevant and effective tool to make managerial decisions.
Part: 2
Title:Week 2: GAS GAS Marketing Problem
Description:Now that you understand a bit of the history of GAS GAS, it’s time to analyze the situation from a marketing perspective. The decision to manufacture bikes for KTM will undoubtedly have an impact on consumers, branding, pricing and channels. Will that impact be positive or negative? Are the risks worth the long-term benefit? What should the CEO take into consideration when making a decision? By the end of the session you should have enough information to advise Ramon Puente about the relevant marketing issues. Objective: To apply the marketing concepts acquired in Marketing: Understanding Your Customers in order to evaluate and make a decision about GAS GAS.
Part: 3
Title:Week 3: GAS GAS Finance Problem
Description:In this session, we will evaluate GAS GAS’ history and current situation and discuss the potential financial effect of partnering with KTM. After looking at some of the concepts we discussed in Module 3 - need of funds for operations (NFO), working capital (WC), sustainable growth and more – the learner will be able to understand how the financial outlook will influence the ultimate decision. Objective: To apply the financial concepts acquired in Operational Finance: Building a Robust Business in order evaluate the GAS GAS problem from a financial perspective.
Part: 4
Title:Week 4: GAS GAS Organizational Behavior Problem
Description:All business decisions have a direct impact on people. So that the board makes the best decision possible, it is important to examine whether they have the most effective tools at their disposal from an Organization Behavior perspective. Who are the people on the board and how well do they work together as a team? Whatever they decide will affect GAS GAS employees. This is a critical consideration for leadership to take into account as they weigh the financial and marketing issues you have already discussed. Objective: To apply the organizational behavior concepts acquired in Organizational Behavior: Managing People in order to evaluate and help Ramon Puente make a decision about GAS GAS.
Part: 5
Title:Conclusion and Final Question
Description:
When does an opportunity to increase the bottom line become a liability for long-term brand sustainability and profitability? That is the question that GAS GAS, an off-road motorcycle manufacturer, is confronting. In this culminating course, it’s time to use the business tools you have learned throughout the specialization to solve this real business problem. To help you as you develop a solution to the GAS GAS dilemma, in the Capstone you will also learn a six-step analysis of business problems methodology. By the end of the course, you will understand how to weave together considerations from accounting, finance, marketing and organizational behavior in order to arrive at a sound decision that will positively impact the firm’s future.
