Marketing Management: What Is It and Why Does It Matter?
January 22, 2025
Article
This course is part of Business Strategy Specialization
Instructors: Michael Lenox
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155,540 already enrolled
(3,105 reviews)
Recommended experience
Beginner level
Some familiarity with business is helpful, but not required.
(3,105 reviews)
Recommended experience
Beginner level
Some familiarity with business is helpful, but not required.
How to use the SWOT, competitor, and environmental analysis tools
How to assess an industry's structure and how the competitive dynamics in an industry affect profitability
How to complete a capabilities analysis and how to use this analysis to guide decision making
How to analyze the advantages and disadvantages of four generic competitive positions
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Develop your ability to think strategically, analyze the competitive environment, and recommend firm positioning and value creation. In this course, developed at the Darden School of Business at the University of Virginia, top-ranked faculty will help you explore the underlying theory and frameworks that provide the foundations of a successful business strategy and provide the tools you need to understand that strategy: SWOT, Competitor, Environmental, Five Forces, and Capabilities Analyses, as well as Strategy Maps.
Welcome to the first module in the Foundations course. In this module, we'll discuss the meaning and importance of business strategy to an organization's competitive positioning. You'll learn about strategic analysis and the SWOT, competitor, and environmental analysis tools. Have fun building your strategy skillset!
11 videos5 readings1 assignment
Hello and welcome back. In this module, we'll explore how to assess an industry's structure and how the competitive dynamics in an industry affect profitability. We'll go into depth with the five forces tool, a common and highly influential analytical framework. Happy analyzing!
10 videos1 reading1 assignment
Welcome! In this module, we'll examine the tangible and intangible assets that form an organization's strength. We'll show you in depth how to complete a capabilities analysis and how to use this analysis to guide decision making. Happy analyzing!
8 videos1 reading1 assignment
Welcome to the final module. In these lessons, we'll explore firms' competitive positioning relative to rivals and analyze the advantages and disadvantages of four generic competitive positions firms occupy. We'll use an easy and intuitive tool--strategy maps--to visually communicate information about firm positioning, and discuss which position is best for a particular firm to see maximum value. Happy analyzing!
7 videos3 readings2 assignments1 peer review
We asked all learners to give feedback on our instructors based on the quality of their teaching style.
Instructor ratings
We asked all learners to give feedback on our instructors based on the quality of their teaching style.
A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders.
University of Virginia
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University of Illinois Urbana-Champaign
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IE Business School
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University of Virginia Darden School Foundation
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Reviewed on Apr 28, 2020
One should do this course for becoming more proficient on strategic analysis. This course will provide you the fundamentals of how to formulate strategy to gain competitive advantage.
Reviewed on Jan 24, 2020
Excellent course that clearly synthesizes the various framework to analyze in-depth the industry and the firm's position within to present meaningful and powerful recommendations.
Reviewed on May 21, 2016
Fascinating course so far, with useful concepts and great assignments designed to improve learning by applying frameworks and concepts to actual companies. Would highly recommend!
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