Innovating into Industries and Markets – BUSI 458

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 09/05/2023

Course Description

A course that applies the general concepts of key success factors for establishing entrepreneurial ventures to the unique characteristics of significant industries and marketspaces.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.


A successful business considers future growth opportunities within existing markets served, and potentially within complementary vertical markets. Today there exist numerous large and highly visible industries that may offer long-term growth and profitability, often with a high cost of entry. Many more niche industries exist that support these large industries, and it is these niches that offer realistic and sustainable growth opportunities to the small and medium-sized businesses. Partnership and ownership changes often accompany the successful entrant. Understanding when, how, and at what cost to enter a new market requires skillful leadership. This course prepares the student to recognize opportunities as they emerge, and to exercise the innovative leadership needed to enter into new industries and markets. 

Course Assignment

Textbook readings and lecture presentations/notes

Course Requirements Checklist

Discussions (4)

Discussions are collaborative learning experiences. Therefore, the student will create a thread in response to the provided prompt. Each thread must be at least 500 words, not including references, and demonstrate course-related knowledge. Each thread must have at least 2 references and adhere to current APA format requirements. In addition to the thread, the student will reply to at least two other classmates’ threads with meaningful continuation of the discussion topics. Each reply must be at least 250 words and contain at least 1 reference.

Essay Assignments (4)

You will write four essays, each of which must be at least 1,000 words, excluding references and the cover/title page, and must comply with current APA format requirements. The purpose of each essay is for the student to fully develop their analytical skills in essential elements of the course business principles. Each essay must demonstrate college-level writing, be completed in Microsoft Word, and have at least two scholarly sources in addition to the course textbook.

Business Case Assignments (2)

The student is required to complete and submit two Business Case projects. Both cases follow standard research and report essay format. Additionally, that requires the student to use the provided PowerPoint template and create a 10 to 12-slide PowerPoint presentation Business Case overview, as if presenting to a business audience. as detailed in the respective Business Case assignment instructions. The PowerPoint presentation will include a Notes View section that provides the narrative explanation for each slide.

Cognate Summary Assignment

The student is required to prepare a summary review of the four-course cognate, which is compliant with the assignment instructions in MS Word. The summary must be a minimum length of 500 words and must comply with current APA formatting requirements