Business Intelligence and Competitive Analysis

By the end of 2019, it became evident that American Airlines (AAL), the world’s largest airline group and an SP500 company, was facing significant challenges. Despite holding a prominent position in the industry, AAL's stock price growth rate was at the bottom among major US airlines and diverging from the SP500 index. In order to address these issues and reverse the company's downward trend, a comprehensive management consulting project is essential. The initial step involves utilizing business intelligence and competitive analysis to identify the problems and opportunities that will form the foundation for turnaround strategies.

In this course, you will acquire the knowledge and skills necessary to integrate data, analytics models, and visualization tools for effective and efficient competitive intelligence. Upon finishing the course, you will be equipped to perform competitive intelligence on companies of your selection as a management consultant.

Note: To gain practical experience in competitive intelligence through data analytics, active participation is required. Therefore, this course incorporates exercises on an external, free website to help you practice the skills learned.