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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/businessintelligence
课程评论：没有评论
课程名称：商业智能与竞争分析 课程概述：到2019年末，美国航空公司（AAL）作为全球最大的航空集团和标准普尔500公司，面临着严重的挑战。其股价增长率在所有美国主要航空公司中跌至底部，并与标准普尔500指数背道而驰，因此AAL需要找出问题所在，并制定公司及股价的扭转策略。解决AAL所面临的挑战，可能需要进行大规模管理咨询项目。首先，需要运用商业智能和竞争分析（简称竞争情报）来发现公司的问题和机会，从而为战略调整奠定基础。 在本课程中，您将获得将数据、分析模型和可视化工具结合起来，以有效和高效地进行竞争情报分析的知识和技能。完成课程后，您将能够作为管理顾问对您选择的公司进行竞争情报分析。 请注意：为获得通过数据分析进行竞争情报的实践经验，您需要进行实际操作。本课程将利用一个外部网站（免费）供您练习所学技能。 课程大纲： 1. 欢迎！——在第一周，您将了解美国航空集团的故事、面临的挑战以及竞争分析的框架。通过对世界主要经济体的比较，您将初步感受竞争情报的概念。 2. 行业分析——在第二周，您将学习行业分析，包括市场潜力、风险和竞争强度以及价值链分析。 3. 竞争定位——在第三周，您将学习如何在行业中对公司进行定位，以了解公司在竞争环境中的地位。 4. 企业诊断——在第四周（最后一周），您将学习企业诊断，即对公司层面的分析，包括对个体公司的基准测试，以发现其优势和劣势，识别绩效驱动因素和杠杆，并通过收入或资产的分解分析，发现关键问题及其根本原因。
Name:Welcome!
Description:Welcome to Business intelligence and competitive analysis (or competitive intelligence for short)! In Week 1, you will learn the story of American Airlines Group, the challenges it faces, and the framework of competitive analysis. You will get a feel of competitive intelligence through a comparison of the world’s major economies.
Name:Industry Analysis
Description:In Week 2, you will learn industry analysis, including market potential, risk and competition intensity, and value chain analysis.
Name:Competition Positioning
Description:In Week 3, you will learn how to position a company within an industry to find out where the company stands in the competitive landscape.
Name:Enterprise Diagnosis
Description:In Week 4 (final week), you will learn enterprise diagnosis - a company level analysis, i.e., benchmarking individual companies to discover their strengths and weaknesses, identifying performance drivers and levers, and through a breakdown analysis of revenue or assets, discovering the key issues and the causes.
By the end of 2019, it is clear that American Airlines (AAL), the world’s largest airline group and a SP500 company, is in trouble. With the growth rate of its stock price ranked at the bottom of all major US airlines and going in the opposite direction from the SP500 index, AAL needs to find out what is going on, and how to turn the company and its stock price around. Addressing the challenge faced by AAL may well be a large-scale management consulting project. To start, business intelligence and competitive analysis (or competitive intelligence for short) is required to discover the problems and opportunities for the company which lay the foundation for the turning-around strategies. In this course, you will gain the knowledge and skills to combine data, analytics models and visualization tools for effective and efficient competitive intelligence. Upon completion of the course, you should be able to conduct competitive intelligence on companies of your choice as a management consultant. Note: To gain hands-on experiences in competitive intelligence via data analytics, you need to get into action. To this end, this course utilizes an external website (free) for you to practice the skills learned.
