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Business Intelligence and Competitive Analysis

Rutgers University via Coursera


By the end of 2019, it is clear that American Airlines (AAL), the world’s largest airline group, 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.

The challenge faced by AAL is typical; addressing it may well be a management consulting project worthy millions of dollars. In particular, business intelligence and competitive analysis is required to discover problems and opportunities for the company, and lay the foundation for turning-around strategies.

In this course, you will learn a powerful tool that combines data, industry classification, and analytics models with visualization tools for effective and efficient business intelligence and competitive analysis. Upon completion of the course, you should be able to conduct a business intelligence and competitive analysis on a company of your choice as a management consultant.

Note: To gain hands-on experiences in business intelligence and data analytics, you need to get into actions. To this end, this course utilizes an external website (free) for you to play with the data. If you are not comfortable with this learning method, you can ignore this course and take other ones on Coursera - thank you.


  • Welcome!
    • Welcome to Business intelligence (BI) ad competitive analysis! In Week 1, you will learn the story of American Airlines Group (AAL), the challenges it faces, and the power and framework of a competitive analysis.
  • Industry Analysis
    • In Week 2, you will learn the tools of business geographic information, competition intensity, industry trend, and value chain analysis to analyze the industry of your choice.
  • Competition Positioning
    • In Week 3, you will learn how to position the company of your choice in its industry to find out where the company stands in the competitive landscape.
  • Enterprise Diagnosis
    • In Week 4 (final week), you will learn enterprise diagnosis tools to discover the strength and weakness of the company of your choice relative to its competitors. You will also learn the value driver and breakdown analysis tools to identify performance drivers for the industry, and discover key problems and causes for the company.

Taught by

Yao Zhao

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