II - July 21–August 7, 2020
“I gained entrepreneurial knowledge that I feel I can apply to the real world.” - Christian B. | Melville, New York
This course is intended for students interested in learning the fundamentals of the innovation and development process that gives rise to ventures in both the commercial and social worlds. Through a combination of real-world examples and hands-on exercises, participants experience the entrepreneurial journey that has given rise to many of today’s venture success stories.
Blending theory and practice through interactive lectures, case studies, group work, and visits from experienced entrepreneurs, the course gives students as close to a real life venture creation experience as possible. We cover all the essential aspects to building a successful venture, including creating a business model, customer discovery, product-market validation, in-depth industry and market analysis, product or service innovation, go-to-market strategy, financing, and finally pitching “shark tank” style in front of a group of experts.
Working together in teams, participants work through the modules of the venture creation process. For each of the components, they follow a scientific approach whereby they create hypotheses which are then proven or pivoted using experiments and feedback from the instructor, visiting experts, and peers. They learn research methods for formulating well-supported hypotheses, acquire decision-making tools, and develop a deep understanding of how each planning activity fits into formal venture creation. They also practice their articulation skills at regular intervals so that they are ready to present their ventures in the capstone pitch sessions.
Upon successful completion of the course, participants will have created fully realizable business models. They will have also honed key professional skills including creative problem-solving, communication and negotiation, project management, financial analysis, and collaborative leadership.
Participants are expected to bring laptops for this class. They are encouraged to come in with ideas for business or socially beneficial ventures, though we will not be able to use all submitted ideas because the final projects will be implemented in groups.
Stephane Goldsand is a business strategy and creative professional with over fifteen years of experience in business model innovation, marketing, and business development, spearheading multicultural, international, and localized initiatives in the private and nonprofit sectors. His industry expertise encompasses media and entertainment, technology, consumer products, financial services, and education. Stephane partners with venture founders and boards to convert strategic visions into organization-wide transformational initiatives. He holds an MBA from Columbia Business School and a BA in international relations from ITAM in Mexico, and is a graduate of the Documentary Media Studies program at The New School. Based in New York City, Stephane has lived and worked in Mexico, France, and Switzerland.
Michelle Greenwald has served as Senior Vice President for New Business Development at Disney and Vice President and General Manager for New Products at Pepsi-Cola. She has taught at Columbia Business School and at the New York University (NYU) Stern Graduate School of Business, and she guest lectures at graduate business schools all over the world. She specializes in marketing strategy, marketing plans, new products and services development, global marketing, and innovation techniques. Greenwald wrote the book Catalyzing Innovation to help corporations and entrepreneurs innovate more systematically, and she writes a column for Forbes.com about innovation and provides executive education programs through her consulting firm Marketing Visualized. She is also CEO of Inventours, which provides global executives access to innovation thought-leaders in the world's most creative cities. Greenwald was selected by Advertising Age Magazine as “One of the 100 Best and Brightest Women in Advertising and Marketing in the U.S.” She holds a B.A. in international relations from the University of Pennsylvania and an M.B.A. from Northwestern University University.
Byung Cheol Lee conducts research on consumer behavior in the age of Artificial Intelligence. His research investigates how consumers respond to new technology in the marketplace such as data-driven product recommendations, utilizing a multi-method approach. Additionally, his scholarly interests include consumer identity, social relationship, and brand relationship. Byung received his B.S. in statistical science and economics from Duke University. He is currently a Ph.D student in marketing at Columbia Business School. He is a member of the Association for Consumer Research.
Specific course detail such as hours and instructors are subject to change at the discretion of the University. Not all instructors listed for a course teach all sections of that course.