Business Intelligence and Competitive Analysis

О курсе

The real world is messy. Analyzing and decomposing complex business situations to identify and prioritize the right problems to solve is often the biggest challenge — and one of the most valuable human skills in the age of AI. American Airlines (AAL), one of the world's largest airline groups and an S&P 500 company, is a great example. With its stock price growth rate ranked at the bottom of all major US airlines, AAL is clearly in trouble. What are AAL's key problems, and how can the company — and its stock price — be turned around? Addressing the challenge faced by AAL is a large-scale management consulting project. To start, business intelligence and competitive analysis (or competitive intelligence for short) are needed to identify the key levers and isolate the issues with the greatest financial stakes. In this course, you will gain the knowledge, skills, and experience in data analytics, benchmarking, and storytelling needed for effective competitive intelligence. Upon completion of the course, you should be able to discover and prioritize problems like a management consultant, for companies of your choice. Note: To gain hands-on experience in competitive intelligence via data analytics, you need to put these skills into practice. To this end, this course uses a free external website for you to apply what you've learned.

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Yao Zhao

Professor