Innovating into Industries and Markets – BUSI 458

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 10/27/2020

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.

Measurable Learning Outcomes

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Advance a selected company through innovation and entry into new growth markets and industries.
  2. Identify and validate existing or new markets and industry opportunities for potential entry.
  3. Realize profitable growth through innovative channel management strategies.
  4. Recognize potential partnership, mergers, and acquisition strategies that may increase revenues while serving constituent and new customer requirements.
  5. Understand how to valuate a company for potential sale or acquisition.
  6. Integrate a biblical worldview into business practices.

Course Assignment

Textbook readings and lecture presentations/notes

Course Requirements Checklist

Discussion Board Forums (4)

Essays (4)

Business Cases (2)

Cognate Summary