By the end of 2019, it is clear that American Airlines (AAL), the world’s largest airline group and a SP500 company, 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.
Business Intelligence and Competitive Analysis
Business Intelligence and Competitive Analysis
This course is part of Supply Chain Analytics Specialization
Instructor: Yao Zhao
Access provided by Macquarie University
22,614 already enrolled
Gain insight into a topic and learn the fundamentals.
4.4
(239 reviews)
Beginner level
Recommended experience
2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Industry analysis: industry trend, risk, and competition intensity, value chain analysis.
Competition positioning: where does the company stand in the competitive landscape? Abnormalities and alarms.
Enterprise diagnosis: strengths and weaknesses, performance drivers and levers, breakdown analysis to identify the problems and causes.
Skills you'll gain
- Competitive Intelligence
- Business Metrics
- Analysis
- Benchmarking
- Business Consulting
- Management Consulting
- Data Analysis
- Business Intelligence
- Analytics
- Performance Analysis
- Consulting
- Competitive Analysis
- Business Analytics
- Trend Analysis
- Data Analysis Software
- Key Performance Indicators (KPIs)
- Company, Product, and Service Knowledge
- Market Intelligence
- Business Strategy
- Market Analysis
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
4 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
This course is part of the Supply Chain Analytics Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
- 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
There are 4 modules in this course
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.
What's included
9 videos3 readings1 assignment1 discussion prompt
In Week 2, you will learn industry analysis, including industry potential, risk and competition intensity, and value chain analysis.
What's included
10 videos3 readings1 assignment1 peer review
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.
What's included
3 videos3 readings1 assignment1 peer review
In Week 4 (final week), you will learn enterprise diagnosis to discover a company's strengths and weaknesses, identify performance drivers and levers, and through a breakdown analysis of revenue, cost or assets, to discover the key problems and the root causes.
What's included
3 videos4 readings1 assignment1 peer review
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Instructor
Instructor ratings
4.6 (69 ratings)6 Courses101,629 learners
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4.4
239 reviews
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Showing 3 of 239
MW
5
Reviewed on Oct 6, 2020
Straight forward course with example project to refer to. Software is easy to use.
SP
4
Reviewed on Jun 25, 2025
I like this course my career best course for this
SB
5
Reviewed on May 10, 2021
Decent course for those who wanted to learn the competitive analysis between companies and industries across various countries.
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