Contact FutureLearn for Support
Skip main navigation
We use cookies to give you a better experience, if that’s ok you can close this message and carry on browsing. For more info read our cookies policy.
We use cookies to give you a better experience. Carry on browsing if you're happy with this, or read our cookies policy for more information.
Online course

Competitive Advantage: Using Information to Build Business Success

Learn the value of information to businesses and how it can give the business a competitive advantage

Competitive Advantage: Using Information to Build Business Success

This course is part of the program MIS782: Value of Information, which is one of the building blocks that leads to a Cyber Security degree. Find out more.

Get started learning how to use information as a competitive edge.

Apple, Facebook and Google are three of today’s most vibrant companies. And they have something in common: they understand that the value of their business is built on what they know about their business and their customers, and this gives them their competitive advantage. Information is the key to contemporary business success.

Learn from the business experts

Deakin University’s Business School is a global leader in business and management education. Its online MBA is ranked in the top 20 in the world and the School is accredited by the Association to Advance Collegiate Schools of Business (AACSB). A hallmark of excellence, AACSB accreditation is awarded to business schools that meet strict standards of quality, academic and professional excellence, and the most recognised form worldwide of professional accreditation an institution and its business programs can earn.

Download video: standard or HD

Skip to 0 minutes and 6 secondsThink about this. Amazon dominates the global book market. Google owns the search engine market. iTunes has more than 60% of music sales. What do they know that their competition didn't? Hello, my name is Rens Scheepers. I'm from Deakin University. And in this two-week course, we'll ask the question, how can information give you a competitive edge in business? We'll use business value as the stepping stone, to explore the key theme at the heart of this course, the value of information to build a competitive advantage. We'll explore the value of information in business, and how it can be used to create an unbreakable bond with customers.

Skip to 0 minutes and 47 secondsYou'll get to analyse your own business situation, and develop the confidence to make better decisions in business. You'll engage with fellow learners in discussions about competitive situations, and opportunities that you might explore. And, finally, you'll develop an understanding of the key elements that set your business apart from the rest, and how to stay ahead. Join us in sharpening your competitive advantage, and gather the momentum it takes to succeed in business. I look forward to seeing you soon.

What topics will you cover?

  • value of information to businesses as a competitive advantage
  • entrepreneurial spirit and how to elevate yourself above the competition
  • case studies of how businesses use information to generate distinctive ideas and create new opportunities
  • situation analysis to develop the confidence to make decisions that lead to achieving personal goals
  • competitive nature and the ethical implications of having an information advantage
  • elements that set your business apart and how to use this knowledge to stay ahead.

When would you like to start?

  • Date to be announced

What will you achieve?

By the end of the course, you'll be able to...

  • Identify how information and IT can generate business value for competitive advantage
  • Discover how differnt kinds of IT investments provide differnet types of business value
  • Analyse your own competitive advantage and the value of informaton you hold
  • Develop a plan for how you can successfully use the value of information in your career

Who is the course for?

This course is aimed at a wide range of learners interested in the way contemporary businesses use information to gain a competitive advantage. It will be of particular interest to new small to medium enterprises and learners devising new business plans.

What do people say about this course?

Thank you for an excellent course and information on additional learning. I loved the course, have learnt a great deal and am very grateful. Take home message/take to my new business is: Business model = logic of firm = how it operates, creates revenues and business value. Importance of 'fit' between a business model and IT investment. Automation = information and efficiency gains help organisations become more competitive and profitable.

Maxine Simms

Who will you learn with?

Lubna Alam

Associate Professor of Information Systems at Deakin Business School at Deakin University. Her teaching and research focuses on emerging technology disruption and IT & business alignment.

Who developed the course?

Deakin University is one of Australia’s largest universities with more than 58,000 students studying online and on-campus.

Learners collage mobile
Join this course


  • Access to this course for 4 weeks
  • Includes any articles, videos, peer reviews and quizzes

Upgrade - $79

  • Unlimited access to this course
  • Includes any articles, videos, peer reviews and quizzes
  • Tests to validate your learning
  • Certificate of Achievement to prove your success when you're eligible

Advance your career with a degree

This course is the first step to a degree in Cyber Security.

What's different about this course?

Since 2017 you have been able to take a degree on FutureLearn. This free course is a bit like a starter course for a degree — it should give you a flavour of the degree subject but can also be your first step towards a degree qualification.

If you enjoy this course you can apply to join the program it’s part of to start working towards a degree on FutureLearn.

Don’t worry, you can still take the course without doing a full degree!

How do degrees work on FutureLearn?

Do the free course
Join and complete the program
Get academic credit for an online degree from Deakin University

Which program and degree is this course part of?

This course is part of the program MIS782: Value of Information, which is part of the degree Cyber Security.