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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/illinois-tech-competitive-strategy
课程评论：没有评论
课程名称：竞争战略 课程概述：本课程旨在回答“为什么一些公司表现优于其他公司？”这一问题，尤其是面对技术行业这样的竞争激烈的领域。公司在这些行业中难以获得并维持竞争优势。课程将探讨21世纪竞争的特点、驱动因素及其对公司的挑战。学员将学习如何分析公司的外部和内部环境，以制定有效的竞争战略。 课程大纲： 模块1：竞争战略是什么？ - 本模块将介绍竞争战略的基本概念，包括竞争优势和选择竞争战略。21世纪的竞争环境特点是快速的技术变革、日益全球化以及激烈的竞争。成功的公司需要具备有效的竞争战略以在长期内取得成功。学员将学习分析影响公司表现的外部因素，识别宏观环境中的机会和威胁，并分析行业盈利能力的驱动因素。完成后，学员将对竞争战略及外部环境分析有清晰的理解。 模块2：竞争优势 - 本模块将深入探讨竞争优势的定义及其如何通过良好的竞争战略产生。竞争优势是指公司创造的经济价值（EVC）与竞争对手相比具有更大的差异。通过有效的战略利用内部资源，公司能够在外部环境中把握机遇，形成持续的竞争优势。学员将学习分析价值链活动，以及如何通过内部资源的优化，推动长期盈利能力。 模块3：选择竞争战略 - 本模块描述了不同的竞争战略，包括差异化、成本领导和最佳成本战略。学员将理解公司如何利用这些策略创造优越的EVC并保持可持续的竞争优势。此外，学员还将学习SWOT分析，通过对比外部机会与威胁及内部优势与劣势，帮助公司匹配资源并制定最佳竞争战略。通过一个虚拟案例，学员将了解如何综合外部与内部分析，帮助公司找到最优的竞争战略。 模块4：课程总结评估 - 最后一个模块是课程总结评估，旨在评估学员对课程材料的理解及其应用知识的能力。建议学员在评估之前认真复习课程内容。 通过本课程，学员将能够理解竞争战略的核心概念，识别和分析企业的内部外部环境，并制定有效的竞争战略来提升公司在激烈市场中的竞争力。
Name:Module 1: What is Competitive Strategy?
Description:Welcome to Competitive Strategy. In this course, we will cover the topics of: What is Competitive Strategy?, Competitive Advantage, and Choosing a Competitive Strategy. The 21st century competitive landscape is characterized by rapid technological change, increasing globalization, and intense competition. To succeed in such a challenging environment, companies need to have an effective competitive strategy to be successful over the long run. We will begin the process of developing such a strategy in this module by analyzing external factors that impact a company's performance. We will learn how to identify opportunities and threats in the macro-environment and to analyze forces that affect an industry's profitability. After completing this module, you will have a clear understanding of what competitive strategy is and how to analyze the external environment.
Name:Module 2: Competitive Advantage
Description:In this module, you will learn what competitive advantage is and how companies can generate it with a good competitive strategy. Competitive advantage is the firm’s ability to generate greater Economic Value Created (EVC), which is the difference between the maximum price customers are willing to pay for the company’s products or services (WTP) and the firm’s cost of producing and selling the product (COST), than the competitor’s EVC. The company’s internal resources help create competitive advantage when deployed with an effective strategy to exploit opportunities in the external environment. You will learn that certain resources which are valuable, rare, inimitable, and for which the company is well organized to exploit, can lead to sustainable or longer-term competitive advantage – which in turn drives long-term profitability. Finally, you will learn how to analyze the value chain activities and understand how they help generate competitive advantage. At the end of the module, you will learn how to analyze internal resources, how companies generate sustainable competitive advantage, and understand the role of the value chain.
Name:Module 3: Choosing a Competitive Strategy
Description:This module describes the different competitive strategies like differentiation, cost leadership, and best-cost strategy. You will understand how companies use these approaches to create a superior EVC and enjoy a sustainable competitive advantage. Differentiation strategies generally focus on increasing the WTP while Cost Leadership strategies stress reducing COST. Best-cost strategy aims to increase WTP and reduce COST simultaneously. You will also learn how to do the SWOT analysis by comparing external opportunities and threats with internal strengths and weaknesses. You will learn how a company can develop an optimal competitive strategy by matching internal strengths with external opportunities. Using a fictitious mini case, you will learn how the external analysis in Module 1 and internal analysis in Module 2 all come together to help companies identify an optimal competitive strategy. At the end of Module 3, you will learn the various competitive strategy alternatives available to companies, how they lead to competitive advantage, and how a company could identify the optimal competitive strategy for a given situation.
Name:Summative Course Assessment
Description:This module contains the summative course assessment that has been designed to evaluate your understanding of the course material and assess your ability to apply the knowledge you have acquired throughout the course. Be sure to review the course material thoroughly before taking the assessment.
“Why do some companies outperform others?” That question is particularly important to ask in industries which are fiercely competitive like the tech sector. Companies competing in these industries find it difficult to achieve competitive advantage and sustain it over the longer run. In this course, you will learn about 21st century competition, the forces driving it, and the challenges it poses for companies. Using that as the backdrop, you will learn how to analyze a company's external and inte
