About this Course
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지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 14시간 필요

권장: 7.5 hours videos and quizzes...

영어

자막: 아랍어, 중국어 (간체자), 포르투갈어 (브라질), 영어, 스페인어

귀하가 습득할 기술

PricingStrategic ManagementMarketingCompetitiveness

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 14시간 필요

권장: 7.5 hours videos and quizzes...

영어

자막: 아랍어, 중국어 (간체자), 포르투갈어 (브라질), 영어, 스페인어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 2시간 필요

Maintaining your Customer Base

In this module we will look at strategies that can help us maintain our customer base. For this, we will take an analytical approach that helps us understand the point at which our customers will switch to a competitors and the amount of money a competitor is willing to spend to acquire our customers. Based on this understanding, we will derive applicable strategies that can help us lock in our customers strategically. We will do this by keeping in mind that also customers may apply their own strategies to avoid lock in and further, that our competitors will seek to apply strategies in the pursuit of making our customers theirs....
8 videos (Total 41 min), 5 readings, 1 quiz
8개의 동영상
Importance of Customer Loyalty9m
Types of Switching Costs9m
Customer Value and Switching5m
Old Suppliers7m
Customers3m
New Suppliers2m
Wrap Up1m
5개의 읽기 자료
Course Overview10m
How to Use Discussion Forums10m
Resource: Lecture Slides10m
Get to Know Your Classmates10m
Complete Slide Deck Week 110m
1개 연습문제
Maintaining your Customer Base22m
2
완료하는 데 1시간 필요

Determine your Prices Wisely

We will look at the benefits of price discrimination as a strategic tool that can help us to skim off our customer’s willingness to pay and increase our utility accordingly. We are then going to learn the different ways of aligning a price discrimination strategy with successful product design and the three different ways in which a price discrimination strategy can be formulated....
8 videos (Total 29 min), 2 readings, 1 quiz
8개의 동영상
Price Discrimination I: Reasons to Discriminate2m
Price Discrimination II: Synchronization with Product Differentiation3m
First Degree Price Discrimination3m
Second Degree Price Discrimination10m
Third Degree Price Discrimination3m
Intertemporal Pricing2m
Wrap Up1m
2개의 읽기 자료
Resource: Lecture Slides10m
Complete Slide Deck Week 210m
1개 연습문제
Determine your Prices Wisely24m
3
완료하는 데 1시간 필요

Keep Your Business Clean

In this module we will demonstrate that if you want to operate a business you have to keep in mind that there are some powerful external entities, so-called competition authorities, that highly value and safeguard competition. While this supports and opens up opportunities for your business if it is new or relatively small and would otherwise simply be crushed by larger incumbent firms – it can also put you in danger if you have already achieved a certain size, have acquired more market power are already in a rather powerful position....
9 videos (Total 39 min), 2 readings, 1 quiz
9개의 동영상
Reasons for Competition Policy7m
Instruments1m
Cartel Agreements3m
Factors Favoring Cartels1m
Examples3m
Defining Markets and Measuring Market Power11m
Forms of Market Forclosure6m
Wrap Up57
2개의 읽기 자료
Resource: Lecture Slides10m
Complete Slide Deck Week 310m
1개 연습문제
Keep Your Business Clean22m
4
완료하는 데 1시간 필요

Increase your Returns

In this module, we are going to discover two very important new concepts with which you can increase your business’s returns: Network effects and boundaries of the firm. We will find that considering these two concepts in formulating our business strategy can help us improve our strategy’s effectiveness and eventually increase our returns....
11 videos (Total 50 min), 2 readings, 1 quiz
11개의 동영상
Network Goods4m
Network Effects I: Direct Network Effects7m
Network Effects II: Indirect Network Effects4m
Market Structure in Network Industries5m
Economies of Scale3m
Economies of Scope3m
Diseconomies of Scale & Scope3m
Reasons to Buy7m
Reasons to Make5m
Wrap Up1m
2개의 읽기 자료
Resource: Lecture Slides10m
Complete Slide Deck Week 410m
1개 연습문제
Increase your Returns20m
5
완료하는 데 1시간 필요

Strategies in Network Markets

We will build upon our knowledge from module 4 and look into competition in network markets, adoption rates and the advantage of critical mass. Following from this, we will learn why this is essential for reaching the point of critical mass. We will moreover discuss ways in which companies can raise the attention of potential consumers and reduce their perceived risk....
7 videos (Total 46 min), 2 readings, 1 quiz
7개의 동영상
Achieving Critical Mass6m
Raising Attention and Downsizing Perceived Risks9m
Strategies in Standardization14m
Knowing the Target Market3m
Strategic Pricing11m
Wrap Up54
2개의 읽기 자료
Resource: Lecture Slides10m
Complete Slide Deck Week 510m
1개 연습문제
Strategies in Network Markets20m
6
완료하는 데 2시간 필요

Achieve Growth with the Help of Partners

We will look at the trends, goals and processes of mergers and acquisitions, differentiate the two terms and examine external and internal factors that can hinder the process. We will also find out about the striking advantages that can make a successful merger or an acquisition worthwhile if you have identified the right match for your company and we will eventually learn about the process that is involved in real world M&A activities....
11 videos (Total 57 min), 2 readings, 1 quiz
11개의 동영상
Trends3m
Differences8m
Goals for Partners and Buyers7m
Goals for Targets3m
Overview5m
Pre Merger Considerations8m
Merger Control3m
Post Merger Integration12m
Success of M&As4m
Wrap Up53
2개의 읽기 자료
Resource: Lecture Slides10m
Complete Slide Deck Week 610m
1개 연습문제
Achieve Growth with the Help of Partners20m
7
완료하는 데 1시간 필요

Grow Organically

In this special bonus module, we will discuss the relationship between profitability and growth on the one hand and the limitations that are faced by small companies on the other. We will learn what organic growth is and that it can be achieved by either protecting and building up our existing customer base and product lines, or by developing new products or markets – or, in turn, by diversifying our products portfolio. We will acknowledge and address external and internal limitations to growth and – as a final consideration – will look into the possibilities of international strategies for growth....
7 videos (Total 25 min), 2 readings, 1 quiz
7개의 동영상
Growth and Profitability3m
Organic Growth6m
External Limitations2m
Internal Limitations5m
International Strategies4m
Wrap Up56
2개의 읽기 자료
Resource: Lecture Slides10m
Complete Slide Deck Week 710m
1개 연습문제
Grow Organically20m
8
완료하는 데 1시간 필요

Final Exam

...
1 quiz
1개 연습문제
Final Exam18m
4.7
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최상위 리뷰

대학: ADJul 1st 2017

Great course with relevant content and really useful strategic overview of business strategy. Enjoyed Prof. Kretschmer's innovative teaching style and the breadth of the syllabus.

대학: AAFeb 12th 2019

I like the game theory that used to explain competitive strategy. The lectures were interactive and quite challenging, which are important to keep the learner engaged and focused.

강사

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Tobias Kretschmer

Professor
Institute for Strategy, Technology and Organization

뮌헨대학교(LMU) 정보

As one of Europe's leading research universities, LMU Munich is committed to the highest international standards of excellence in research and teaching. Building on its 500-year-tradition of scholarship, LMU covers a broad spectrum of disciplines, ranging from the humanities and cultural studies through law, economics and social studies to medicine and the sciences....

Competitive Strategy and Organization Design 전문 분야 정보

Paired with humorous elements and illustrating examples, the Competitive Strategy and Organization Design specialization is the ideal choice for curious individuals who enjoy unique learning experiences and innovative teaching approaches. Its style is likely to appeal especially to young, middle-aged and young-at-heart learners. The specialization is indended for learners interested in engaging in fundamental theories and concepts of strategy and organization and applying these to practice. Employed professionals and management students will benefit from deepening and refreshing their existing knowledge by means of our specialization. Learners with non-business backgrounds will gain valuable additional business insights complementing their existing knowledge. Participants will learn to understand and analyze ● behavior of organizations in situations in which strategic decisions are interdependent ● strategies to build up and maintain a customer base ● internal workings of an organization as well as its interaction with the outside world, i.e. partners, complementors and competitors ● the design of an effective organization that can compete, grow and adjust flexibly to different environments This specialization is the only online learning program in which students can learn and laugh at the same time. That said, we are looking forward to learning and laughing with you!...
Competitive Strategy and Organization Design

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 강좌를 등록하면 전문 분야의 모든 강좌에 접근할 수 있고 강좌를 완료하면 수료증을 취득할 수 있습니다. 전자 수료증이 성취도 페이지에 추가되며 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 내용만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

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