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Business Strategy: Creating Competitive Advantage

Business Strategy: Creating Competitive Advantage

This course is part of IBM Management Consultant Professional Certificate

Instructors: Antonio Cangiano

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Assess an organization’s strategic position using PESTEL, Porter’s Five Forces, and SWOT to analyze external environments and internal capabilities.
Formulate growth and competitive strategies using positioning, portfolio analysis, and market-entry decisions like build, buy, or license.
Design forward-looking strategies using scenario planning and innovation frameworks to navigate disruption and achieve long-term success.
Develop end-to-end strategic plans and translate insights into executive presentations and implementation roadmaps for decision-making and execution.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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Build your Business Strategy expertise

This course is part of the IBM Management Consultant Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from IBM

There are 4 modules in this course

Organizations waste billions annually on strategies that fail because leaders lack systematic approaches to environmental analysis and strategic choice. Without structured frameworks, even brilliant insights remain unrealized potential.

This course equips you with the strategic planning toolkit used by elite firms worldwide. Learn to apply environmental scanning to spot opportunities before competitors. Apply Porter's frameworks for positioning and industry analysis. Generate innovative options using Blue Ocean thinking and growth matrices. Through hands-on analysis of real companies, develop strategies balancing ambition with achievability. By completion, you'll confidently approach strategic challenges, facilitate planning sessions, and craft recommendations that transform organizations. Basic understanding of business operations and competitive dynamics. No prior strategic planning experience required. Learners will need a laptop or desktop computer with a modern web browser, Microsoft Office Suite (Word, Excel, PowerPoint), and a reliable internet connection. This course is designed for aspiring management consultants, strategic analysts, business development professionals, business students, executives, business leaders, mid-level managers transitioning to strategy roles, startup founders, and anyone seeking to develop systematic approaches to strategic planning and competitive analysis.

Module details

In this module, you will develop foundational skills in strategic thinking and analysis. You will explore how successful organizations create sustainable competitive advantages through systematic environmental scanning and capability assessment. The module covers essential analytical tools including SWOT, PESTEL, and competitive analysis frameworks. Through hands-on exercises, you will practice identifying strategic opportunities and threats while evaluating organizational strengths and weaknesses. This foundation prepares you to think strategically about complex business challenges.

What's included

10 videos9 readings3 assignments2 plugins

10 videosTotal 75 minutes

Course Introduction8 minutes
Meet Your Instructors7 minutes
Expert Viewpoints: The Art of Strategic Thinking in Consulting7 minutes
Strategic Thinking and Environmental Analysis6 minutes
Industry Analysis with Porter's Five Forces6 minutes
Demo: Competitive Intelligence and Market Analysis11 minutes
Internal Capabilities and Integrated Analysis6 minutes
Demo: SWOT Analysis and Strategy Formulation6 minutes
Demo: Reading Annual Reports Strategically11 minutes
Building Strategic Capabilities7 minutes

9 readingsTotal 75 minutes

Course Welcome and Overview5 minutes
Course Syllabus5 minutes
Helpful Tips for Course Completion5 minutes
Environmental Scanning Best Practices10 minutes
Downloadable Resource: PESTEL and Five Forces Templates10 minutes
Internal Analysis Framework Guide10 minutes
Downloadable Resource: Capability Assessment Toolkit 10 minutes
Case Study: Netflix and the Shifting Basis of Advantage 10 minutes
Summary and Highlights: Strategic Analysis Fundamentals10 minutes

3 assignmentsTotal 50 minutes

Strategic Thinking and External Analysis10 minutes
Internal Analysis Methods10 minutes
Strategic Analysis Foundations 30 minutes

2 pluginsTotal 30 minutes

Lab: External Analysis of a Tech Company15 minutes
Lab: Internal and Integrated Analysis15 minutes

In this module, you will master advanced strategic frameworks used by top firms. You will explore competitive positioning strategies using Porter's Generic Strategies and Blue Ocean concepts. The module covers growth strategy frameworks including Ansoff Matrix and BCG Growth-Share Matrix. You will also develop skills in market entry analysis, expansion planning, and technology sourcing decisions (Build vs. Buy vs. License). Through case studies and practical exercises, you will learn to generate and evaluate strategic options systematically.

What's included

8 videos8 readings4 assignments3 plugins

8 videosTotal 56 minutes

Competitive Positioning Frameworks6 minutes
Demo: Competitive Advantage Workshop12 minutes
Growth and Portfolio Strategy6 minutes
Demo: Blue Ocean Strategy Canvas7 minutes
Market Entry and Expansion Planning6 minutes
Market Sizing and Opportunity Assessment6 minutes
Build v/s. Buy v/s. License Analysis6 minutes
Expert Viewpoints: Successful Market Entry Stories7 minutes

8 readingsTotal 82 minutes

Competitive Strategy Essentials10 minutes
Downloadable Resource: Value Chain Template 10 minutes
FAQ: "When to Choose Each Generic Strategy" 12 minutes
Growth Strategy Frameworks10 minutes
Downloadable Resource: Market Entry Decision Tree 10 minutes
Downloadable Resource: Build-Buy-License Evaluation Checklist 10 minutes
Case Study: Starbucks in China and the Long Road to Positioning10 minutes
Summary and Highlights: Strategic Frameworks10 minutes

4 assignmentsTotal 48 minutes

Competitive Positioning8 minutes
Growth Strategies8 minutes
Market Entry Planning12 minutes
Strategic Frameworks and Tools20 minutes

3 pluginsTotal 45 minutes

Lab: Positioning and Value Chain Analysis15 minutes
Lab: Developing a Growth Strategy15 minutes
Lab: Market Entry and Sourcing Strategy15 minutes

In this module, you will develop capabilities in forward-looking strategic planning techniques. You will master scenario planning to prepare organizations for multiple futures. The module covers innovation strategy and responses to disruption. You will also learn to communicate strategy effectively to gain stakeholder buy-in. Through practical exercises, you will create strategic narratives that inspire action and build strategic resilience.

What's included

9 videos7 readings4 assignments1 discussion prompt3 plugins

9 videosTotal 63 minutes

Introduction to Scenario Planning6 minutes
Building Robust Scenarios6 minutes
Demo: Facilitating Scenario Planning Workshops8 minutes
Innovation and Disruption Strategy7 minutes
Demo: Innovation Portfolio Management9 minutes
Expert Viewpoints: "Leading Through Disruption"9 minutes
Strategic Storytelling Mastery6 minutes
Stakeholder Engagement and Change Management6 minutes
Expert Viewpoint: Strategy Implementation Success 7 minutes

7 readingsTotal 65 minutes

Scenario Planning Best Practices10 minutes
Downloadable Resource: Scenario Planning Toolkit 10 minutes
FAQ: "How Many Scenarios Should We Develop?" 10 minutes
Downloadable Resource: Innovation Strategy Canvas 10 minutes
Strategy Communication Guide 10 minutes
Downloadable Resource: Strategy Presentation Templates 10 minutes
Summary and Highlights: Future-Oriented Planning5 minutes

4 assignmentsTotal 60 minutes

Scenario Planning12 minutes
Innovation Strategy8 minutes
Strategy Communication10 minutes
Advanced Strategic Planning30 minutes

1 discussion promptTotal 10 minutes

Share a Strategic Challenge From Your Experience10 minutes

3 pluginsTotal 45 minutes

Lab: Developing Scenarios for the Automotive Industry15 minutes
Lab: Analyzing a Disruptive Trend15 minutes
Lab: Crafting a Strategic Narrative15 minutes

In this final module, you will synthesize all strategic planning skills through a comprehensive consulting project. You will develop a complete strategic plan for a technology company entering emerging markets. This capstone project demonstrates your ability to apply strategic frameworks, conduct thorough analysis, and develop actionable recommendations. The module concludes with career guidance for strategic planning roles.