American Airlines (AAL), one of the world’s largest airline group and a SP500 company, is in trouble. With the growth rate of its stock price ranked at the bottom of all major US airlines, AAL needs to find out its key problems, the root causes, and how to turn the company and its stock price around.

Addressing the challenge faced by AAL may well be a large-scale management consulting project. To start, business intelligence and competitive analysis (or competitive intelligence for short) is required to discover the problems and identify the causes for the company which lay the foundation for the turning-around strategies. In this course, you will gain the knowledge, skills and experience in data analytics / visualization and story-telling for effective competitive intelligence analysis. Upon completion of the course, you should be able to conduct competitive intelligence on companies of your choice like a management consultant. Note: To gain hands-on experiences in competitive intelligence via data analytics, you need to get into action. To this end, this course utilizes an external website (free) for you to practice the skills learned.