Business Intelligence and Competitive Analysis

Go to Course: https://www.coursera.org/learn/businessintelligence

Introduction

**Course Review: Business Intelligence and Competitive Analysis on Coursera** In today’s fast-paced business environment, possessing the ability to analyze competition and glean insights from data is crucial for anyone looking to thrive in their field. One such course that stands out among the vast offerings on Coursera is "Business Intelligence and Competitive Analysis." This course is particularly relevant for professionals in strategic management, marketing, and finance. It uses the real-world case of American Airlines (AAL), a major player in the airline industry, to explore the complexities of competitive analysis. ### Course Overview The course begins by diving into the challenges faced by American Airlines at the end of 2019, emphasizing its poor stock performance relative to its competitors and the overall S&P 500 index. It presents a real-life scenario where students will apply theoretical knowledge to analyze and deliver insights, reinforcing the importance of business intelligence in navigating competitive landscapes. ### Syllabus Breakdown 1. **Welcome!** (Week 1) - The course kicks off with an introduction to the story of American Airlines and an overview of competitive analysis. You will explore what competitive intelligence entails through a comparative lens of the major world economies, setting the groundwork for the lessons to follow. 2. **Industry Analysis** (Week 2) - This week focuses on understanding the broader industry context. Learners will engage with critical concepts such as market potential, risk assessment, competitive intensity, and value chain analysis. By the end of this module, participants will have a clear grasp of how to evaluate the industry dynamics that influence businesses. 3. **Competition Positioning** (Week 3) - Positioned in the competitive landscape, participants will learn to analyze where a company stands amongst its peers. This week's sessions unveil strategic frameworks for positioning, enabling learners to identify competitive advantages and differentiate offerings effectively. 4. **Enterprise Diagnosis** (Week 4) - The final week takes a deep dive into company-level analysis. This module equips students with tools for benchmarking, identifying strengths and weaknesses, and unpacking the performance drivers that affect business outcomes. Through detailed revenue breakdowns and asset evaluations, participants will learn to diagnose key issues and their underlying causes. ### Learning Experience The course combines theoretical insights with practical applications, making it suitable for both newcomers and seasoned professionals. The case study framework ensures that learners remain engaged with real-world applications, reinforcing the lessons taught. The material is presented in a clear and structured manner, making it easy to follow and digest. ### Final Thoughts and Recommendations "Business Intelligence and Competitive Analysis" is an excellent choice for anyone looking to sharpen their strategic thinking and analytical skills. The clear focus on American Airlines serves as a compelling case study that allows learners to engage with the course material interactively. I would recommend this course if you are looking to deepen your understanding of market dynamics and enhance your ability to perform competitive analyses effectively. Whether you are a business student, a marketing professional, or a strategic consultant, the skills and knowledge acquired in this course are invaluable and applicable across various industries. Enrolling in "Business Intelligence and Competitive Analysis" on Coursera could be your next step towards becoming a more informed and strategic professional in today’s competitive business world.

Syllabus

Welcome!

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.

In Week 2, you will learn industry analysis, including market potential, risk and competition intensity, and value chain analysis.

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.

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.