Core Disciplines: Information - Technology & Management;
Strategy & Management DESCRIPTION: Module 2 of the Business
Thought & Action™ course is entrepreneurial-themed, analyzing
the essentials of starting and running a business. Companies are
examined in-depth to illustrate that the same business
principles apply to all companies, whether startups or
multinational corporations. Students learn to apply analytical
thinking to product innovation as a creative force, use process
innovation as a competitive advantage, and harness the
competitive advantages of information technology (IT). TEACHING
POINTS: At the end of this module, students will be able
to:Explain why different companies and markets exist. Use the
customer value proposition (CVP) framework to describe a
business.Identify innovative, sustainable business
ideas.Describe how executives can sustain a business through
product differentiation and reinvestment.This module is one of
six total modules included in the case-based, introductory
business cours