Good management is equal parts knowing and doing. No matter what industry you work in or where you are in your career, a basic understanding of decision-making, influence, and other management fundamentals will help you achieve your professional goals.
This Specialization will give you a comprehensive introduction to the practice of management through the lens of four key disciplines: accounting, finance, marketing, and organizational behavior. In each course, you’ll analyze real business cases from these four perspectives. In the final Capstone Project, you’ll apply what you’ve learned to develop a holistic solution to a real-world business dilemma.
第 1 门课程
Accounting: Making Sound Decisions
Current session: 5月 2 — 6月 6.
课程学习时间 4 weeks of study, 2-4 hours/week
Financial Accounting is often called the language of business; it is the language that managers use to communicate the firm’s financial and economic information to external parties such as shareholders and creditors. Nobody working in business can afford financial illiteracy. Whether you run your own business, work as a manager or are just starting your career, you want to understand financial information and be able to interact with accountants, controllers, and financial managers. You want to talk business!
This course will provide you with the accounting language’s essentials. Upon completion, you should be able to read and interpret financial statements for business diagnosis and decision-making. More importantly, you will possess the conceptual base to keep learning more sophisticated accounting and finance on your own. Do not forget that, as with any other language, becoming proficient with accounting requires constant practice.
第 2 门课程
Finance: Building a Robust Business
When it comes to numbers, there is always more than meets the eye. In operational finance, you will learn how to read the “story” that the balance sheet and income statement tells about the company’s operations. The insights you gain from this “financial story” will then become a tool for short-term decision-making at the top management level relating to current assets, current liabilities and the management of working capital. Finally, by the end of the course you will understand the financial consequences of managerial decisions on operations, marketing, etc.
第 3 门课程
Marketing: Understanding Your Customers
于 June 2016 开始
Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions.
The course will cover the following:
• Segmentation, Targeting and Positioning
• Marketing Tactics: The 4 Ps
• Branding & Communication
• How to Write a Marketing Plan
第 4 门课程
Organizational Behavior: Managing People
于 July 2016 开始
The objective of this course is to provide insight into four key areas in the domain of organizational behavior:
• Motivation. In this course segment we will understand the concept of motivation and review various perspectives that will help you understand how we can motivate others.
• Leadership. In this part of the course, we will analyze the concept of leadership and consider various perspectives and approaches to help shed light on leadership emergence and effectiveness.
• Teamwork. Here we look at team functioning and effectiveness. Using the widely used input – process – output model of team effectiveness, we consider such topics as team diversity, team processes, and team outcomes.
• Organizational culture. Finally, we’ll move to the level of the organization and consider the concept of organizational culture, also touching upon the concept of national culture. We look at the various ways in which culture is expressed, and discuss the implications of culture for people within organizations and cross-cultural collaborations.
Analysis of Business Problems: Capstone
于 August 2016 开始
When does an opportunity to increase the bottom line become a liability for long-term brand sustainability and profitability? That is the question that GAS GAS, an off-road motorcycle manufacturer, is confronting.
In this culminating course, it’s time to use the business tools you have learned throughout the Specialization to solve this real business problem. To help you as you develop a solution to the GAS GAS dilemma, in the Capstone you will learn a six-step analysis of business problems (ABS) methodology that you will apply to tackle the complex business problem of the case. By the end of the course, you will understand how to weave together considerations from accounting, finance, marketing and organizational behavior in order to arrive at a sound decision that will positively impact the firm’s future.