Об этом курсе
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Прибл. 14 часа на выполнение

Предполагаемая нагрузка: 7.5 hours videos and quizzes...

Английский

Субтитры: Арабский, Китайский (упрощенное письмо), Португальский (бразильский), Английский, Испанский

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PricingStrategic ManagementMarketingCompetitiveness

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Гибкие сроки

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Прибл. 14 часа на выполнение

Предполагаемая нагрузка: 7.5 hours videos and quizzes...

Английский

Субтитры: Арабский, Китайский (упрощенное письмо), Португальский (бразильский), Английский, Испанский

Программа курса: что вы изучите

Неделя
1
2 ч. на завершение

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 видео ((всего 41 мин.)), 5 материалов для самостоятельного изучения, 1 тест
8 видео
Importance of Customer Loyalty9мин
Types of Switching Costs9мин
Customer Value and Switching5мин
Old Suppliers7мин
Customers3мин
New Suppliers2мин
Wrap Up1мин
5 материала для самостоятельного изучения
Course Overview10мин
How to Use Discussion Forums10мин
Resource: Lecture Slides10мин
Get to Know Your Classmates10мин
Complete Slide Deck Week 110мин
1 практическое упражнение
Maintaining your Customer Base22мин
Неделя
2
1 ч. на завершение

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 видео ((всего 29 мин.)), 2 материалов для самостоятельного изучения, 1 тест
8 видео
Price Discrimination I: Reasons to Discriminate2мин
Price Discrimination II: Synchronization with Product Differentiation3мин
First Degree Price Discrimination3мин
Second Degree Price Discrimination10мин
Third Degree Price Discrimination3мин
Intertemporal Pricing2мин
Wrap Up1мин
2 материала для самостоятельного изучения
Resource: Lecture Slides10мин
Complete Slide Deck Week 210мин
1 практическое упражнение
Determine your Prices Wisely24мин
Неделя
3
1 ч. на завершение

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 видео ((всего 39 мин.)), 2 материалов для самостоятельного изучения, 1 тест
9 видео
Reasons for Competition Policy7мин
Instruments1мин
Cartel Agreements3мин
Factors Favoring Cartels1мин
Examples3мин
Defining Markets and Measuring Market Power11мин
Forms of Market Forclosure6мин
Wrap Up57
2 материала для самостоятельного изучения
Resource: Lecture Slides10мин
Complete Slide Deck Week 310мин
1 практическое упражнение
Keep Your Business Clean22мин
Неделя
4
1 ч. на завершение

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 видео ((всего 50 мин.)), 2 материалов для самостоятельного изучения, 1 тест
11 видео
Network Goods4мин
Network Effects I: Direct Network Effects7мин
Network Effects II: Indirect Network Effects4мин
Market Structure in Network Industries5мин
Economies of Scale3мин
Economies of Scope3мин
Diseconomies of Scale & Scope3мин
Reasons to Buy7мин
Reasons to Make5мин
Wrap Up1мин
2 материала для самостоятельного изучения
Resource: Lecture Slides10мин
Complete Slide Deck Week 410мин
1 практическое упражнение
Increase your Returns20мин
Неделя
5
1 ч. на завершение

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 видео ((всего 46 мин.)), 2 материалов для самостоятельного изучения, 1 тест
7 видео
Achieving Critical Mass6мин
Raising Attention and Downsizing Perceived Risks9мин
Strategies in Standardization14мин
Knowing the Target Market3мин
Strategic Pricing11мин
Wrap Up54
2 материала для самостоятельного изучения
Resource: Lecture Slides10мин
Complete Slide Deck Week 510мин
1 практическое упражнение
Strategies in Network Markets20мин
Неделя
6
2 ч. на завершение

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 видео ((всего 57 мин.)), 2 материалов для самостоятельного изучения, 1 тест
11 видео
Trends3мин
Differences8мин
Goals for Partners and Buyers7мин
Goals for Targets3мин
Overview5мин
Pre Merger Considerations8мин
Merger Control3мин
Post Merger Integration12мин
Success of M&As4мин
Wrap Up53
2 материала для самостоятельного изучения
Resource: Lecture Slides10мин
Complete Slide Deck Week 610мин
1 практическое упражнение
Achieve Growth with the Help of Partners20мин
Неделя
7
1 ч. на завершение

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 видео ((всего 25 мин.)), 2 материалов для самостоятельного изучения, 1 тест
7 видео
Growth and Profitability3мин
Organic Growth6мин
External Limitations2мин
Internal Limitations5мин
International Strategies4мин
Wrap Up56
2 материала для самостоятельного изучения
Resource: Lecture Slides10мин
Complete Slide Deck Week 710мин
1 практическое упражнение
Grow Organically20мин
Неделя
8
1 ч. на завершение

Final Exam

...
1 тест
1 практическое упражнение
Final Exam18мин
4.7
Рецензии: 106Chevron Right

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начал новую карьеру, пройдя эти курсы

58%

получил значимые преимущества в карьере благодаря этому курсу

14%

стал больше зарабатывать или получил повышение

Лучшие рецензии

автор: 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.

автор: 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.

Преподаватели

Avatar

Tobias Kretschmer

Professor
Institute for Strategy, Technology and Organization

О Мюнхенский университет Людвига-Максимилиана (LMU)

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....

О специализации ''Competitive Strategy and Organization Design'

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

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