|
所在平台: Coursera |
课程主页: https://www.coursera.org/learn/strategic-management-be-competitive
课程评论：没有评论
课程名称：战略管理：保持竞争力 课程概述： 在当今全球化、高科技的商业环境中，具备战略思维能力对于确保组织的未来生存与发展至关重要。本课程将商业战略和价值创造的核心要素进行拆解，帮助您提升战略思维能力。通过结构化学习活动，包括视频讲座、测验、讨论提示和书面评估，您将了解到如何提升组织的竞争力。课程重点介绍最新的价值共同创造、战略和市场营销思想背后的关键原则，并教会您如何将这些原则应用于实际。您将学会如何持续规划、监测、分析和评估组织实现目标所需的一切，从而更好地引导组织朝可行的战略方向发展。 课程大纲： 第1部分：竞争战略价值的重要性 本周我们将介绍包含竞争战略要素的战略框架，理解内容、内部和外部战略背景，这些要素如何促进价值创造与获取。 第2部分：了解您的客户和竞争对手 您将学习分析与业务直接相关的外部战略背景：客户和竞争对手。掌握客户细分和目标定位，评估行业竞争格局，以及影响行业竞争程度的因素。 第3部分：了解您的行业 继续分析外部战略背景，研究行业及宏观环境，识别影响行业的利益相关者，学习运用波特五力模型和PESTEL分析来评估竞争策略。 第4部分：了解您的竞争选择 聚焦于竞争战略内容，学习所谓的通用竞争战略，经过客户细分、竞争对手分析及宏观环境扫描后，选择适合您行业及相应细分市场的竞争策略。 第5部分：了解您的组织 分析组织的战略选择，理解战略适应的重要性，评估关键能力，学习基于资源视角的评估标准和框架，以实现竞争优势。 第6部分：发展和评估您的战略选项 引入灵活性理念，设定战略以利用当前优势和机会，同时运用资源和能力形成新的优势。学习发展组织增长战略，应用增长分享矩阵和安索夫矩阵，以创新价值主张。 通过本课程，您将能够在竞争激烈的环境中提升组织的战略思维，推动未来的发展。
Part: 1
Title:The importance of value for competitive strategy
Description:This week you will be introduced to the strategy framework that captures the components of competitive strategy. The components of competitive strategy are: strategy content, internal strategy context, and external strategy context. You will develop an understanding of how those components contribute to value creation and value capture. You will gain understanding of the key characteristics of competitive strategy, starting with two foundational topics: First, we will establish that organisations are all about value creation. You will understand what value means, and also how value creation has become a central topic in organisations. Second, you will learn about what strategy actually is and what the characteristics of competitive strategy are.
Part: 2
Title:Know your Customers and Competitors
Description:This week you will learn to analyse the aspects of the external strategy context directly related to your business: customers and competitors. You will learn how to conduct customer segmentation and targeting, assess the competitive landscape in an industry, and know which factors affect the degree of competition in an industry.
Part: 3
Title:Know your industry
Description:This week you will continue to look at the external strategy context, this time analysing the industry and the broader macro-environment. You will learn how to discover the stakeholders that affect your industry, know which industry forces affect competitive strategies,and identify which macro-environmental factors affect competitive strategies. You will develop understanding of the Porter's 5 Forces framework to analyse the forces in the industry context. You will also learn how to conduct a PESTEL analysis to assess the impact of Political, Economic, Social, Technological, Environmental/physical and Legal (PESTEL) factors on business.
Part: 4
Title:Know your competitive options
Description:This week, you will focus on the competitive strategy content. you will learn about the so-called generic competitive strategies, which are also often called positioning strategies. After conducting customer segmentation, competitor analysis, and a macro-environmental scan, you have to decide which competitive strategy and strategic positioning is most promising in your industry and for the respective segments: differentiating your products based on provided benefits or following a low cost strategy?You will develop skills to help you understand how to position your organisation as a value for money provider by being a cost leader in the market, and how to become a differentiated provider.
Part: 5
Title:Know your organisation
Description:This week, you will learn how to analyse your organisation’s strategic options. You will understand the importance of strategic fit and how to achieve it. You will learn how to assess key capabilities to competitive strategy, and evaluate and choose between strategic options. You will learn about a set of criteria and frameworks, based on the Resource Based View, to evaluate capabilities and strategic options to achieve competitive advantage.
Part: 6
Title:Develop and evaluate your strategic options
Description:This week, you will be introduced to the idea of ambidexterity and the need to set up your strategy to exploit current advantages and opportunities, while simultaneously using your resources & capabilities to form new advantages. This week you will learn how to develop growth strategies for your organisation by thinking about your organisation as a portfolio of businesses. You will learn about analytical frameworks such as the growth share matrix and the Ansoff matrix. You will learn how to come up with new value offerings for your customers by applying blue ocean thinking to create value propositions.
The ability to think strategically in today’s global, high-tech business environment is critical to ensuring your organisation survives – and grows – into the future. By breaking down business strategy and value creation to its essential elements, you’ll develop your strategic thinking skills. And through structured learning activities including video lectures, quizzes, discussion prompts and written assessments you’ll discover how to improve your organisation’s competitiveness. This course focuses on the key principles behind the latest thinking in value co-creation, strategy and marketing, and teaches you how to apply them. By learning how to continuously plan, monitor, analyse and assess all that is necessary for an organisation to meet its goals and objectives, you will be better prepared to take your organisation forward in a viable strategic direction.
