전략적 경영으로 경쟁우위 선점하기 from Coursera

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Syllabus

경쟁력 있는 전략을 위한 가치의 중요성

이번 주에는 경쟁력 있는 전략의 구성 요소를 망라하는 전략 프레임워크를 소개해드릴 겁니다. 경쟁력 있는 전략의 구성 요소는 다음과 같습니다. 전략적 맥락, 내부적인 전략적 맥락, 그리고 외부적인 전략적 맥락입니다. 여러분은 이러한 구성 요소가 가치 창출 및 가치 포착에 어떻게 기여하는지에 대한 이해도를 기르시게 될 겁니다. 여러분은 다음의 두 기본 주제를 시작으로 경쟁력 있는 전략의 핵심 특성을 이해하게 될 겁니다. 우선은 조직의 주된 목적은 가치 창출이라는 점을 확실히 할 것입니다. 여러분은 가치의 의미와 조직에서 가치 창출이 핵심적인 주제로 부상한 이유에 대해 이해하시게 될 겁니다. 두 번째로 전략이란 무엇이며 경쟁력 있는 전략의 특성이 무엇인지 배우게 될 겁니다.

나의 고객과 경쟁자 알기

이번 주에는 비즈니스와 직접적으로 연결된 외부 전략 맥락의 측면을 분석하는 법에 관해 배울 것입니다. 여러분은 고객을 세분화 및 표적화하고 산업에서의 경쟁 환경을 평가하는 법에 대해 배우고 산업에서 경쟁력에 영향을 미치는 요인이 무엇인지 배울 것입니다.

산업군 알기

이번 주 여러분은 외부 전략 맥락을 계속해서 볼 것입니다. 이번에는 산업군과 거시적 환경을 분석할 것입니다. 여러분은 여러분의 사업에 영향을 미치는 주주들에 대해 살펴보고, 어떤 산업 영향력이 경쟁 전략에 영향을 미치는지 파악할 것이며, 어떤 미시적 환경 요인이 경쟁 전략에 영향을 주는지 식별할 것입니다. 여러분은 Porter의 5대 영향력 프레임워크를 통해 산업이라는 맥락에서 여러 영향력을 분석할 것입니다. 또한 사업 상의 정치, 경제, 사회, 기술, 환경/물리 및 법적(PESTEL) 요인이 미치는 영향력을 가늠하기 위한 PESTEL을 분석하는 방법을 배우게 됩니다.

경쟁력 선택지 파악하기

이번 주에는 경쟁력 있는 전략의 내용에 초점을 맞출 겁니다. 여러분은 소위 본원적 경쟁 전략에 대해 배우게 될 것입니다. 다른 말로는 포지셔닝 전략이라고도 부릅니다. 고객 세분화, 경쟁자 분석, 그리고 거시적 환경 스캔까지 수행한 후에는 어떤 경쟁력 있는 전략과 전략적 포지셔닝이 여러분이 종사하고 있는 업계와 각각의 분야에 있어 가장 유망한지 결정해야 합니다. 주어진 이점을 기반으로 상품을 차별화하실 건가요, 아니면 저가 전략을 따르실 건가요? 여러분은 시장에서의 원가 우위를 통해 조직을 가격 대비 가치 제공자의 지위에 포지셔닝 하고, 어떻게 차별화된 제공자가 될 수 있을 지를 이해할 수 있도록 할 기술을 개발하게 될 겁니다.

조직 파악하기

이번 주에는 조직의 전략적 선택지를 분석하는 방법에 대해 배워볼 겁니다. 여러분은 전략적 적합성의 중요성과 이를 성취하기 위한 방법을 이해하게 될 겁니다. 여러분은 어떻게 경쟁력 있는 전략의 핵심 역량을 간파하고 전략적 선택지를 평가하여 선택하는 방법을 배우실 겁니다. 여러분은 경쟁 우위를 점하고 역량과 전략적 선택지를 평가하기 위한 자원 기반 관점에 기반을 둔 일련의 기준과 프레임워크에 대해 배우게 됩니다.

전략적 선택지 개발 및 평가

이번 주에는 양면성의 개념과 새로운 이점을 취하기 위해 자원과 역량을 함께 사용하는 동시에 현재의 이점을 최대한 활용하기 위한 전략 수립의 필요성에 대해 소개해드리겠습니다. 이번 주에는 조직을 비즈니스 포트폴리오로 생각하는 방식으로 조직의 성장 전략을 개발하는 방식에 대해 배우겠습니다. 여러분은 성장 공유 매트릭스나 Ansoff 매트릭스와 같은 분석적 프레임워크에 대해 알아보시게 될 겁니다. 여러분은 가치 제안을 형성하기 위한 블루 오션 사고방식을 적용하여 고객을 위한 새로운 가치 제안을 제시할 수 있는 방법에 대해 배워볼 겁니다.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

강의는 합동 가치 창출, 전략, 마케팅에 대한 최신 이론 이면의 핵심 원칙을 가르치는데 초점을 맞추고 있다

목표 달성을 위한 조직의 지속적인 계획, 관찰, 분석을 통해 학습하는 과정으로, 조직을 실현할 수 있는 전략적 방향으로 이끌어내는 방법을 준비할 수 있다

프로젝트, 토론을 통해 전략적 사고 능력을 키울 수 있다

Associate Professor Ralf Wilden이 강의를 맡아 진행한다

Career center

Learners who complete 전략적 경영으로 경쟁우위 선점하기 will develop knowledge and skills that may be useful to these careers:

Strategy Consultant

Strategy Consultants develop and implement strategies to help organizations achieve their business goals. They analyze industry trends, conduct market research, and provide recommendations to clients on how to improve their operations, increase revenue, and gain a competitive advantage. This course offers a comprehensive overview of strategic management, covering topics such as value creation, competitive advantage, and strategic decision-making. By mastering the principles taught in this course, you can develop the analytical and problem-solving skills necessary to succeed as a Strategy Consultant.

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Chief Executive Officer (CEO)

Chief Executive Officers (CEOs) are responsible for the overall leadership and management of an organization. They set the strategic direction, make key decisions, and oversee all aspects of the business. This course provides a comprehensive overview of strategic management, covering topics such as value creation, competitive advantage, and strategic decision-making. By mastering the principles taught in this course, you can develop the strategic mindset and leadership skills necessary to excel as a CEO and guide your organization towards success.

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Management Consultant

Management Consultants provide advisory services to help organizations improve their performance and achieve their strategic goals. They analyze business processes, identify areas for improvement, and develop and implement solutions to address organizational challenges. This course offers a comprehensive understanding of strategic management, including frameworks for analyzing the competitive landscape, developing competitive strategies, and executing those strategies effectively. By mastering the concepts covered in this course, you can build a strong foundation for success in Management Consulting.

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Marketing Manager

As a Marketing Manager, you will develop and execute marketing strategies to promote products or services, conduct market research, and analyze data to measure the effectiveness of marketing campaigns. This course provides foundational knowledge in strategic thinking, value creation, and competitive analysis, which are essential skills for developing effective marketing strategies. Understanding the concepts taught in this course can help you make informed decisions about marketing initiatives, allocate resources efficiently, and maximize the impact of your marketing efforts.

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Chief Operating Officer (COO)

Chief Operating Officers (COOs) are responsible for the day-to-day operations of an organization. They oversee all aspects of the business, including finance, marketing, human resources, and operations. This course provides a framework for understanding the components of a competitive strategy and how to analyze the external and internal factors that influence an organization's success. By gaining proficiency in strategic analysis and operational management, you can excel in leading and managing the day-to-day operations of an organization as a COO.

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Business Analyst

Business Analysts identify and analyze business needs, develop solutions to improve efficiency and effectiveness, and create documentation to communicate findings and recommendations. This course provides a framework for understanding the components of a competitive strategy and how to analyze the external and internal factors that influence an organization's success. By gaining proficiency in strategic analysis and problem-solving, you can excel in identifying business challenges, developing innovative solutions, and driving organizational growth as a Business Analyst.

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Product Manager

Product Managers are responsible for the development, launch, and lifecycle management of products. They work closely with cross-functional teams to define product requirements, conduct market research, and ensure that products meet customer needs and business objectives. This course provides insights into the principles of competitive strategy and value creation, which are essential for understanding the market landscape and developing products that differentiate themselves from competitors. By gaining a solid foundation in strategic thinking, you can make informed decisions throughout the product lifecycle and contribute to the success of your products.

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Business Development Manager

Business Development Managers identify and pursue new business opportunities to grow revenue and expand market share. They work with cross-functional teams to develop and implement business development strategies, manage customer relationships, and build partnerships. This course provides a foundation in strategic thinking and value creation, which are essential for understanding the market landscape and developing effective business development strategies. By gaining proficiency in strategic analysis and business development techniques, you can excel in identifying and pursuing new opportunities that drive growth for your organization.

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Brand Manager

Brand Managers develop and execute strategies to build and maintain brand awareness, reputation, and loyalty. They work closely with marketing and product development teams to ensure that products and services align with the brand's positioning and values. This course provides insights into the principles of competitive strategy and value creation, which are essential for understanding the market landscape and developing brands that differentiate themselves from competitors. By gaining a solid foundation in strategic thinking, you can make informed decisions throughout the brand management process and contribute to the success of your organization.

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Marketing Research Analyst

Marketing Research Analysts conduct market research to gather data about consumer behavior, market trends, and competitor strategies. They analyze data to identify insights and trends, and provide recommendations to inform marketing campaigns and business decisions. This course provides a foundation in strategic thinking and value creation, which are essential for understanding the market landscape and developing effective marketing strategies. By gaining proficiency in strategic analysis and market research techniques, you can make informed decisions about marketing initiatives and contribute to the success of your organization as a Marketing Research Analyst.

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Project Manager

Project Managers plan, execute, and close projects to achieve specific goals and objectives. They work with cross-functional teams to define project scope, develop project plans, and ensure that projects are completed on time, within budget, and to the required quality standards. This course provides a foundation in strategic thinking and value creation, which are essential for understanding the strategic context of projects and ensuring that projects align with organizational goals. By gaining proficiency in strategic analysis and project management techniques, you can excel in leading and executing projects that drive business success.

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Sales Manager

Sales Managers lead and motivate sales teams to achieve revenue targets and grow market share. They develop and implement sales strategies, manage customer relationships, and provide training and support to sales teams. This course provides a foundation in strategic thinking and value creation, which are essential for understanding the market landscape and developing effective sales strategies. By gaining proficiency in strategic analysis and sales management techniques, you can excel in leading and motivating sales teams and driving revenue growth for your organization.

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Operations Manager

Operations Managers plan, organize, and oversee the daily operations of an organization. They develop and implement strategies to improve efficiency, productivity, and customer satisfaction. This course provides a framework for understanding the components of a competitive strategy and how to analyze the external and internal factors that influence an organization's success. By gaining proficiency in strategic analysis and operational management, you can excel in leading teams, optimizing processes, and driving results as an Operations Manager.

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Entrepreneur

Entrepreneurs start and manage their own businesses, taking on the risks and rewards of business ownership. They develop business plans, secure funding, and lead teams to create and grow successful businesses. This course provides a foundation in strategic thinking and value creation, which are essential for understanding the market landscape and developing effective business strategies. By gaining proficiency in strategic analysis and entrepreneurship principles, you can increase your chances of success as an entrepreneur and build a thriving business.

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Financial Analyst

Financial Analysts assess the financial health of companies, evaluate investment opportunities, and make recommendations to investors. They analyze financial data, develop financial models, and provide insights into the financial performance and prospects of companies. This course provides a foundation in strategic management, including frameworks for understanding the competitive landscape and developing strategies for growth and profitability. By gaining proficiency in strategic analysis and financial modeling, you can enhance your ability to make sound investment decisions and contribute to the success of your clients as a Financial Analyst.

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